May 2002

email Newsletter Basics

Creating an effective email newsletter program doesn't have to be complicated. Tendo editorial director Christine Zender identifies four basic steps to get started on the path to e-newsletter success.

By Chris Zender

The last two years have seen significant advances in the world of email newsletter solutions and technologies. The development of compression technology, for example, has helped transform email communications from simple, text-based updates to media-rich messages replete with all the bells and whistles found on the most sophisticated websites.

Myriad technology options aside, fundamentally e-newsletters retain the same function—and achieve the same goals—as always: They push your message to a wider audience, giving you the chance to extend your brand, reach new customers, and reinforce your relationship with existing customers.

The good news is that e-newsletters don't need to be complicated or intimidating. In fact, the most successful of these communication programs are neither. Instead, they couple the best of the old (clean, concise communication) with the best of the new (appropriate format, graphics, and delivery). The result? An e-newsletter that combines compelling content with a suitable size and format, and a delivery schedule that doesn't clog up your email inbox.

When you're ready to evaluate and upgrade your existing e-newsletter program, keep these four key issues in mind:

Know your target audience. This advice sounds simple, but for many companies—especially those that have changed their business models or shifted their product focus—determining the appropriate audience for a newsletter program can be challenging. As you begin to identify your target audience, ask yourself the following questions: Whom does the newsletter address? Who will benefit the most from this communication? And what audience will deliver the results you want?

1. Select an appropriate frequency. Determining the appropriate frequency for sending your newsletter means walking the fine line between contacting your audience too often (in other words, spam) and too seldom (an email from who?). The ideal balance keeps your target audience thinking about your company—without associating it with an email backlog. Ultimately, the appropriate frequency for sending an email newsletter depends on how much you have to say and how often your audience will tolerate hearing it. Will they respond to weekly email? Do you have enough interesting information to produce daily updates? One thing to remember: Too much of a good thing still equals spam.
2. Choose the appropriate format. There have been tremendous advances in the delivery of rich media in the last two years; graphics, streaming video, animation, and other sophisticated media content are now commonplace in email newsletters. However, nothing will turn off your existing and potential customers more quickly than receiving a bandwidth-hogging, Flash-laden email (especially if they didn't expect it). The rule of thumb: Keep it simple. HTML newsletters don't have to exceed 20K to look good and deliver compelling content. Take advantage of email software that can detect your customers' email clients and tolerances and can adjust the format accordingly.
3. Deliver value. It sounds like a marketing catchphrase, but delivering value is critical to the success of your e-newsletter. Advertisements, coupons, and special offers may extend your product and reinforce your brand, but they also get lost amidst the great white noise of other companies' advertisements, coupons, and special offers. Differentiate your company from this clamor by delivering content that adds true value—content that fosters trust and helps deepen your relationship with your customers. What questions does your target audience need answers to? What problems do they need solved? In most cases, coupons or special offers are not what your customers want or need. They're seeking relevant, accurate, thought-provoking information that addresses their pain points.

The bottom line: The best e-newsletter isn't tricked out and super slick. Instead, it's one that delivers customized information to the right people, in the right way, at the right time.

About the author:

Christine Zender is the editorial director at Tendo Communications.