Email newsletters - or e-newsletters - are a key component of an email marketing campaign and provide an effective way both to keep and attract new clients. When combined with an effective website, e-newsletters will complement the website because each satisfies a different user need: newsletters keep customers informed and in touch with the company; websites give customers detailed information and let them perform business transactions.

Establishing a complimentary combination of an effective e-newsletter with a powerful website ‘landing’ page will help convert readers into potential buyers.


The business case for e-newsletters

 E-newsletters are cost-effective and convenient. They will generate return traffic to your website and introduce new clients to your organisation.

E-newsletters require only relatively unsophisticated technology to manage and do not need to be published too frequently.

After search engines e-newsletters have the benefit of being the primary means of channelling online traffic to your website.

E-newsletters should be created with the aim of directing customers to your website, to gather further information, make a purchase, and register for more information. The “I want to know more...” should lead them to a landing page which should be tailored to answer further queries.


Clicking on that link…

Do not tell the whole story on your e-newsletter, but just enough to make your reader interested and curious. Use wording and phraseology with enough impact to catch their eye.

Do not be afraid to insert hyperlinks in your e-newsletter, as this will increase the click-through rate considerably. The greater the number of links, the greater the chance that one or more will resonate with the recipient and motivate them to click through to your website.


…bringing users to that ‘landing page’

The landing page is a unique page constructed to welcome people from a particular e-mail campaign, newsletter, or another marketing initiative.

By directing click-throughs to a tailored landing page, specific content on the page can be used to encourage the visitor to behave in certain ways.

Customising landing pages for different promotions or communications can make an astonishing difference to results.

Choosing and designing a suitable landing page simply gets more people to take the desired action.

Consider how you actually design and use landing pages to elicit that desired action, whether it is a click, a purchase, a download, a read, or whatever.


Intendance Consultancy can advise you how to achieve ‘best practice’ in your email marketing projects. For further information about any of the matter covered in the above article please refer contact us on telephone number +44 208 871 1330 or email charleslouis.moreau@intendance.com.


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