Conducting an E-Mail Campaign via Newsletter
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
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
Newsletters typically have multiple columns so you can organize different groups of content by priority. Using two columns of unequal width is appropriate when you have content with varying degrees of importance. Using three or more columns in a row to follow a single column is a good way to emphasize related content equally.
Multiple columns are effective when you need to include groups of related content with varying levels of importance. Multiple column combinations are a good choice for newsletters with one main article as well as less-important articles and newsletters with multiple types of summarized information.