E-mail marketing is similar to direct mailing campaigns but instead uses electronic mail as a channel for communicating your message or commercial. Opt-in e-mail marketing, or permission based e-mail marketing, allows your customers to ask for you more updated information. The most common form of opt-in e-mail advertising is the newsletter.
A newsletter can consist of new products and services or can contain basic information that customers may be interested in. It is hard to keep a consumer interested in what you are e-mailing unless the content of the e-mail is focused and relevant. A newsletter is your way to tell your clients and prospects, “I’m still here”. Educate them about current issues and developments or incorporate your latest blog posts (summary only) into your newsletters.
You should publish less frequently than you would your blog. Not only do you not want to annoy your audience with too much content but you also want to make the newsletter sound more formal and carefully researched. You want to generate interest in your content, not deliver it through e-mail. Give an introductory paragraph and a read more link to keep the content where it belongs.
We suggest sending newsletters in the morning, mid-week. There are many different opinions on when this should be done but we find mid-week mornings to work the best as your audience will have caught up on their inbox from the weekend and have time to focus on your e-mail in the morning.
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