Email is still the killer “app” that ultimately delivers the email newsletter to millions of
inboxes everyday. Make no mistake about it, email is the preferred means of
communication and therefore it only makes sense that newsletters, a potentially
effective marketing tool, would get their high-tech makeover through email software.
One recent survey noted that email is preferred by 48.5% as the primary business
communication vehicle versus 39% for the telephone and 3.5% for traditional mail.
you are not maximizing the use of email as a delivery option for your email newsletter,
perhaps this book can help.
Part of the reason email newsletters are so popular is because email is cost effective.
The major cost drivers of email are the activities of writing, design, setup, and list
management. However, those are mostly fixed cost activities that are covered or
justified by mass emailings and the returns on investment (ROI) they yield. In addition,
design costs are typically one time costs since the newsletter templates can be created or
acquired and used over and over again.
Once an email newsletter is created, you can send thousands of copies via email with
little additional cost. For less than the cost of a business card, your reader can be
provided with a useful publication that is not only informative but also helps you build
customer relationships and sell products and services. According to experts, the cost of
an email newsletter is typically, $30 to $50 per thousand, or between $0.03 and $0.05
This is significantly less than traditional newsletters with their paper,
printing, handling, postage, return postage, and return mail handling costs. A typical
cost of a mailed newsletter is between $.65 and $1.25. In addition, the content of email
newsletters, because it is digital, may have a longer life since it can be archived on your
web site or easily incorporated into other digital resources.
Interactivity is another powerful feature and one that makes email newsletters an
effective piece of digital marketing collateral. Unlike traditional paper based
newsletters, email newsletters include links to web sites and email addresses. That puts
the ability to investigate, inquire, respond, and perhaps purchase, just one click away.
According to Roper Starch Worldwide, New York, New York.
Survey on the Commercial Use of Email, 2002, Association for Interactive Marketing,
According to author Michael Katz (E-Newsletters that Work), a rule of thumb is that 75% of the work of
preparing an email newsletter is the writing with 25% the other logistics. He also says that to assume
that the email newsletter preparation will occupy about 1 day of work.
Introduction to Email Newsletters