Some of us enjoy receiving emails and some of us consider it an annoyance. But regardless of whether or not we like it, email marketing with its generally high return on investment (ROI) is here to stay. According to Marketing Sherpa, email has the highest ROI of any direct marketing technique.
Email (electronic) newsletters are being used by more and more businesses to keep in touch with their customers and prospects, and there are several types of email newsletters.

Dynamic email newsletters can be customized to the preferences or demographics of each recipient. After opting in for the newsletters, recipients receive email messages that provide a list of topics and allow them to select any or all of those topics that are of interest. Their newsletters are populated with articles about those topics. At any time, the recipients can change their preferences and can unsubscribe to the newsletter.

Non-dynamic email newsletters can be customized but to a lesser extent. You can have different versions for various types of recipients (e.g. clients, prospects, vendors, employees). While each group receives a version designed specifically for it, all group members receive the same articles.

Email versions of print newsletters can be sent via email and/or placed on a website where visitors can view or download them. While this may seem to be merely a duplication of effort, different people prefer different methods of delivery. The same people who read the print version may not read the email version and vice versa.

Mini email newsletters or articles consist of one or possibly two articles which can be informational or promotional. Just as in non-dynamic newsletters, you can have more than one version, but each group of recipients gets the same version.

Why should you use email newsletters? Here are some of the benefits:

  1. Their costs are lower than those of print newsletters.
  2. They provide real-time reporting statistics (delivery, open, click-through and bounce rates).
  3. Working with your web monitoring software, they can track conversions.
  4. Email newsletters can be used to drive traffic to a website.
  5. A library of articles from the newsletter can be made available on the website.
  6. They can be easily forwarded to friends and colleagues

Email newsletters are readily adaptable to a variety of purposes and can be individualized to a great extent. As with any marketing materials, the key to their success is delivering the right messages with the right offers in the right formats to your particular audiences.