The granddaddy of email marketing, the e-newsletter, has been a staple tool in the email marketer’s cache of communication weapons since the first e-blasts began many years ago. Regardless of consumer or business-based selling environments, e-newsletters have allowed marketers to communicate on a regular basis with customers and prospective buyers alike. Their popularity and use, however, had been on a steady decline with the advent of new inbound marketing techniques, blogs and social media marketing efforts. But are marketers beginning to rediscover the value of a traditional e-newsletter?

I was somewhat surprised to read in a new content marketing benchmark report from MarketingProfs and the Content Marketing Institute that in 2015, 83% of marketers are using or planning to use newsletters in their content marketing mix. This is up over 10% from the previous two years. This is great news because this marketer believes that a well built, content-rich newsletter is one of the most effective ways to organically build a subscriber list and following, which can eventually lead to increased sales and sales conversion. Here’s why:

So while there are great benefits to doing a newsletter, the content behind it is critical. A well-crafted newsletter first and foremost, should provide 80% education and 20% company/product information.  Remember, this is your chance to show readers your expertise and thought leadership. Don’t squander this on creating a glorified sales slick or you will lose readers and have the opposite effect on your lead generation efforts. There are many theories behind design, frequency and content for newsletters and you could pull hundreds of articles on this topic alone. I have boiled down some of the most common tips that I think will ensure you’re newsletter is successful. They are:

Following these tips and tactics, any marketer can produce a high quality e-newsletter and based on the trends I’ve seen, many are jumping back on this tried and true marketing tactic.

Good Marketing!

Original Source: ClickZ