What Is Email Marketing?

There has been a lot of talk extolling the virtues of email marketing but there is not a lot of information about exactly what is meant by it. Is it just a matter of sending out normal emails (ads?) to an optin list or is there a standard method... and if so what is it? The answer is, "no there is no standard", but the generally preferred method is by means of a newsletter that follows a standard format. The advantage is that a newsletter, because of its mastery of group communication, gets the message across in a friendly, but not too personal, way. In other words, it projects an air of professionalism.

Creating A Winning Sales Environment

With business to business email marketing, standard optin email marketing, do it yourself email marketing, or in fact with any kind of marketing by email, especially email marketing for a small business using an email marketing template, nearly all sales can receive a significant boost if properly managed email marketing newsletters are used. The secret is in offering well balanced information in a carefully prepared package that both informs and entertains. This, then, helps create a winning sales environment, which should be the main goal of most marketing and PR newsletters.

Newsletter Content Ideas

So, what type of content is best for a newsletter? If you use material that focuses on the general area of the company’s operations, especially tips and advice items, you won't go far wrong. For example, 'Pruning Hints' for a gardening tool manufacturer, or 'Safety Tips For The Home' for a household insurance broker. Too tight a focus and you can run out of ideas very quickly but, if you cast a wide enough net, you should always have fresh and compelling subject matter for your target readership. Never allow the company or its services or products to become the only item of attention or even the main focus. That’s fine for a brochure or catalog but a newsletter needs to win readers, and therein lies it's strength.

How Do You Get Proper 'Balance'?

It is essential that business newsletters, like most others, contain news that is presented in a relatively light, easy-to-read but focused format. Whether your goal is to promote a service or a product, it is best balanced out with other, attention-capturing material that adds balance. That balancing material should also subtly serve, where possible, to promote the company as the established authority in its realm of expertise.

Intersperse serious or complex matter with light-hearted supporting copy but always keep an eye on the conventions of good taste. Promotional newsletters tend to be much less focused than most other types. The wider the newsletter's reach, the more chance that you might inadvertently offend someone if you take chances with dubious material. Unfortunately, all your promotional efforts are worth nothing if this happens.

© 2000 Mike Alexander (Revised 2009), All Rights Reserved