Newsletters can boost your campaign

Newsletters are e-mails containing information that interests a particular group such as the members of an organization or the customers of a certain store. People don’t read e-mail newsletters the same way they read paper newsletters, so don’t be too quick to cut and paste your paper newsletter content into an e-mail newsletter template. Consumers are more likely to read newsletters when you summarize larger bodies of content and provide links to a Web site where additional content resides in HTML or in Portable Document Format (PDF). e-mail newsletters are popular formats because they can deliver multiple messages and more creative types of content than other formats allow. Examples of e-mail newsletter content include

- Communications to members of an organization

- Advice and opinion columns

- Stories and musings

- Product support articles

- Event calendar highlights

- Excerpts and summaries of larger bodies of information

Newsletters typically have multiple columns so you can organize different groups of content by priority. (You can read more about prioritizing your content with columns in the upcoming section, “Using columns to organize your content.”) Choose an e-mail newsletter format when your e-mail content meets the following situations:

- Contains multiple headlines and messages targeted to one or more audiences

- Contains multiple calls to action with multiple themes

- Requires a consistent look and feel to tie multiple messages

- Contains more informative content than promotional content

- Delivered on a regularly scheduled basis in order to keep your audience informed

Choosing a promotional format

e-mail promotions ask your audience to take specific actions, usually in the form of a purchase decision or a personal commitment. Promotional e-mail templates involve a wide variety of designs and layouts, so keep the images, text, headlines, and links focused on your main call toaction. Be sure to keep the content related to the promotion.

Examples of e-mail promotional content include

- Sales and discounts that call for an immediate purchase or an immediate commitment to a decision

- Descriptions and images of products and services with links to more information

- Limited time offers requiring immediate action

- Step-by-step directions for taking action on the e-mail content

- Testimonials and facts to help readers justify a purchase decision

- A single main idea or message asking for a purchase decision or a personal commitment

- A single call or multiple calls to action tied by a similar theme

- Design elements that reinforce the items or actions that your message is promoting

- More promotional information than informative

- Delivery on a routine or event-driven basis in order to drive sales

Selecting an event invitation format

E-mail invitations focus on a single event or a group of related events and should contain a single call to action in the form of confirming or declining attendance.

E-mail is one of the best ways to deliver event invitations because people tend to respond to e-mail invitations more quickly than they respond to invitations delivered via postal mail. Examples of e-mail invitation content include invitations to

- Attend customer appreciation events

- Attend seminars and workshops

- Public appearances

- Meetings and networking events

An e-mail invitation format is the way to go when your content includes

- A single invitation message or multiple, related invitation messages

- A single call to action focused on confirming attendance to an event

- Design elements to reinforce the event information

- One primary objective to increase event attendance

- Delivery on an event-driven basis in order to motivate people to attend your events

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Newsletters can boost your campaign

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