Email newsletters are a form of direct mail sent regularly by organizations to promote their products or services. They feature an HTML layout with hyperlinks to a landing page and are typically written by a web copywriter and designed by a designer. Recipients must have opted in to receive updates, or it is considered spam. The content follows a certain layout depending on its purpose, including a salutation, table of contents, and special offers.
Also known as “eNewsletters”, email newsletters are a form of direct mail sent out from an organization on a regular or semi-regular basis. An email newsletter can include updates about an organization, tips and interesting facts about the industry, or discounts and special offers. Most email newsletters feature an HTML layout that includes hyperlinks to a landing page. The job of writing the content for an email newsletter is typically assigned to a web copywriter, while a designer creates the layout. Alternatively, there are online services such as Constant Contact® which will automate the design process using email templates once you provide your text and images.
Whether the newsletter is actively selling a product or a service, marketing is always the prime motivation behind sending email newsletters. Even non-corporate organizations such as nonprofits and schools can use an email newsletter as a means to promote their initiatives and keep their organization top-notch with their recipients. Recipients of an email newsletter are typically compiled from a database of people who have “opted in” to receive updates about the organization, its products or services. Your organization could self-populate this list from its customers, stakeholders, or other associates, or it could purchase a bulk email list of opt-in recipients from an email service. If the recipients have not consented to receive such email updates, the email newsletter is a form of spam.
The content of an email newsletter typically follows a certain layout which depends on its purpose. Email newsletters that are intended to provide a general update and open communication between the recipient and sender usually include a salutation in the introduction from the head of the organization or the newsletter publisher. The introduction is usually followed by a table of contents which may feature the same chapters in each newsletter, such as sections for interesting facts, employee of the month or games. An email newsletter that aims to encourage readers to click through anchor text to drive traffic to a landing page might start with an eye-catching headline followed by a special offer or incentive. These types of newsletters usually include a hyperlink at the bottom that offers recipients the option to unsubscribe or “opt-out” of the newsletter.
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