Enewsletter Programs: Five Key Benefits

By Christy Barksdale | Posted Jun 29, 2010 | 2 Comment(s) | Filed in: Content Marketing

(This is part one in a two-part series on enewsletter programs.)

Enewsletters enable organizations to reach the right people with the content they are interested in receiving.

By using your company’s self-published content to stay in front of opt-in subscribers, customers and qualified leads that have requested to receive information from your company, you can demonstrate value beyond products and services, and become a trusted partner.

Further, by segmenting your lists by the type of subscriber, or perhaps by your company’s product sections or vertical markets, you can distribute content specifically targeted to each audience segment.  

According to Junta42’s 2010 Content Marketing Spending Report, 63% of marketers are currently using enewsletters to engage audiences (see chart above at right).

Thinking about getting started with an enewsletter program? Here are five key benefits to consider:

1. Enewsletters provide a regular customer touchpoint. Regardless of your industry, it is important for your company to stay top of mind with current and potential customers. Enewsletters provide great content directly to customers on a regular basis, thus nurturing client relationships and establishing your company as a valuable resource.


2. Enewsletters drive website traffic. Because enewsletter content frequently links to content hosted on your company’s website, you can have a direct impact on website visitors. If your customers like what they read, they may be encouraged to browse the rest of your site for new product and service information.


3. Enewsletters build thought leadership. Like all content marketing initiatives, by offering valuable, buyer-persona-focused content in your enewsletter, you can establish your company as an industry leader. Most importantly, you help to solidify your expertise with customers, reducing the chance that they’ll look for an alternate provider.


4. Enewsletters are cost effective. Generally, enewsletters require minimal upfront costs to create and fit into most marketing budgets. Print newsletters and other direct mail pieces require graphic design, printing and postage costs, which can add up quickly. Most email services are available for a minimal monthly fee based on the number of emails in your list, and offer a variety of customizable templates.


5. Enewsletters are fully measurable. Unlike traditional print newsletters and direct mail, enewsletters can be tracked and analyzed using your email system’s reporting software and your website analytics. Data such as open rates, bounces and click-throughs are readily available, allowing you to gauge what content resonates with your readers, and giving further understanding of your current and potential buyers’ needs so you can reach them more effectively.

Part two: Enewsletter Programs: Tips and Best Practices

Christy Barksdale is content services manager and consultant for PR 20/20, a Cleveland-based inbound marketing agency and PR firm. Follow her on Twitter: @ChristyBarks.

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Photo credit: Junta42