Adding E-Mail Newsletters to Your Web Marketing Program

By Jan Zimmerman

Whatever their interests, passions, or buying habits, consumers can sign up for e-mail newsletters to sate their desires. As an e-mail marketer, you must find the people who want your special offers, hot gossip, or the latest news delivered to their electronic doorsteps; get them to sign up for your distribution service; and then encourage them to follow through with a click to your site.

The newsletter shown in the following illustration from FaveCrafts, a retailer of discounted craft supplies, illustrates how a company can use a newsletter to let customers and prospects know about special offers and new products. Their newsletter includes links to specific products and linkable navigation across the top that take users to featured categories on the website.

This FaveCrafts newsletter includes links to its site. [Credit: Courtesy of, CutRate
Credit: Courtesy of,
This FaveCrafts newsletter includes links to its site.

Compared to other forms of online advertising, online newsletters have a fairly high click-through rate (CTR), which is the percentage of people who see an ad and click through to the website. Although banner ads routinely draw less than 0.5 percent of viewers to a site, online newsletters average 4 to 5 percent depending on the size and quality of the list.

To be successful, you need a good newsletter that’s sent to the right audience at the right time.

E-mail is on its way o-u-t among the young! If you’re aiming at a demographic younger than 25 years old, e-mail might be too old-fashioned for marketing communication. For this population, use social networking or text messaging. By comparison, Internet users older than 40 prefer e-mail newsletters.