Insights:Marketing Insights: The news about E-newsletters.

E-newsletters are simply newsletters that are distributed through email. The big story, however, is that some people actually read them. Certainly not everybody and, just like any other form of written communication, people primarily only read what interests them.

Newsletters have been around a long time, and the basic benefit to the marketer using this communication tool remains the same:

• They keep your company top-of-mind
• They give you a platform to share the benefits of your products or services
• They can make your business look like the “experts” in your field

Naturally, to accomplish any of those worthy goals, your E-newsletter needs to be well written, interesting and provide some kind of value. Newsletters shouldn’t come across as blatantly self-serving.

e-newsletters should contain information your readers will find interesting and at least partly focused on your industry as a whole.

It is also important to release your e-newsletter on a regular schedule. Besides conditioning your readers to expect your newsletter at a certain time, it also keeps your company from putting off production of it.

Whether you create your E-newsletter in-house or through your marketing partner, it can be a very cost-effective way to stay top-of-mind with existing customers, allow you build a data-base of potential clients through an opt-in option on your website and position your brand as a leader in your industry.