Question

Topic: E-Marketing

Objectives Of An E-newsletter

Posted by Sher Miller on 11/15/2011 at 10:11 AM ET 50 Points
I am having a discussion at work regarding the purpose of an e-newsletter in a business where we are primarily B2B (targeting showrooms/distributorships) but that I would like to see expand into a B2C. My opinion was that the main focus of the e-newsletter, in the most basic of terms, is to create brand awareness and loyalty, position ourselves as experts and create credibility, and to work toward increasing market development and penetration. I was shouted down, so to speak. I know that there are other uses to which newsletters are put and would be interested in your thoughts on what the main strategic objectives of an e-newsletter typically are.
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RESPONSES

  • Posted by mvaede on 11/15/2011 at 10:51 AM Member
    an eNews can have as many purposes as you would like it to have - but the message and the information should be different for each purpose / business segments / stakeholders.

    I would not recommend an "fit it all" type of eNews.

    An eNews can be used to promote your products, to share newsworthy stories (what one stakeholder find interesting is of no interest to another) inform about competitions, provide market analysis or positioning, update financial or stock information, find new recruits.....

    If your target is B2B, then use one eNews for these stakeholders. If you desire to build up brand awareness and credibility - then create B2C oriented information and ask your channel partners to send it out to their customers. This way you will both build your brand and drive traffic to your business partners - a win/win approach.

    Mikael
    B2B Marketin
  • Posted by Peter (henna gaijin) on 11/15/2011 at 11:50 AM Member
    What you said ("to create brand awareness and loyalty, position ourselves as experts and create credibility, and to work toward increasing market development and penetration") as goals of an eNewsletter are all true, but as Mvaede said, how it is done varies based on who you are after. eNewsletters can do all sorts of things and be aimed at all sorts of markets, but each eNewsletter should be targeted specifically for its intended market (and if multiple markets/channels, multiple eNewsletter may be appropriate).

    Just using 2 variations - same product sold to B2B vs B2C. For B2B, you are providing information relevant to your resellers so they can better sell your product. Generally more technical detail, has info about how to promote the products to their customers, and also may include information that is only relevant to them (such as their pricing). For B2B, you aren't telling someone how to promote the product, but would be actively promoting the product yourself. Some content may be the same in both a B2B and B2C eNewsletter, but much would not.

  • Posted by arthursc on 11/15/2011 at 12:14 PM Member
    I have some thoughts on this to pass on, having been once charged with improving the performance of a company''s over 200 B2B and B2C enewsletters, but first, when you were shouted down, what was the shouters'' position on what the uses or goals should be?
  • Posted by Sher Miller on 11/15/2011 at 1:28 PM Author
    Actually, the "shouter" didn't supply me with alternatives, only responded with "You've missed the mark." I requested suggestions, but have yet to receive any thoughts. That's one of the reasons I decided to post here and see what responses I was offered.
  • Posted by arthursc on 11/15/2011 at 2:00 PM Accepted
    OK.
    The other posters are correct, of course. And so are you. I think you articulated quite well what an enewsletter should aspire to.

    Since there can be many overlapping goals for an enewsletter, as noted, sometimes it may make sense to have different products, e.g., Breaking News (short and sweet, limited topics); A product showcase with pics and blurbs; one with actionable and real news about the industry. Sometimes some or all of the types can be combined, sometimes it''s just too much or too confusing. Some of that depends on the design and functionality of the enewsletter.

    One point--to establish the value, respect and credibility you want, making the enewsletter content agnostic is a must. I don''t mean promote a competitor''s products, but competitors can be a source of industry news.

    For me it all boils down to sales, no matter how long or broad the conversion funnel. So in some ways, the more important question is how you will use the enewsletter(s) to increase conversions.

    You are probably aware of the use of a customized landing page for marketing emails. In this sense, your website is your landing page. So for me, one functional goal was to drive readers to the website, and in some cases even a microsite dedicated to continuity of the enewsletter content.

    So I never put the entire article in the letter, just an abstract of 3-6 lines, with ''read more'' links to the full article on the site,and the editorial must of course be compelling enough to generate that click. Once they click, then you do your best practice to keep them on the site, through a conversion path or lead gen path, whatever your mode.

    RE "content agnostic", having some abstracts or excerpts lead to offsite sources is great for establishing that credibility and loyalty, but you surely will get push back, and not all unreasonably so, since sending a reader to another website often means they ain''t coming back to yours. So use this tactic judiciously and carefully, if you don''t get shot for even suggesting it.

    Do you need any discussion of list building/uses, reengagement, or best practices in format and design? Metrics analysis and reports? Deliverability? IF so, just holler.

  • Posted by Gary Bloomer on 11/15/2011 at 6:57 PM Member
    Your "You've missed the mark!" heckler is a talentless, visionless, clueless halfwit.
  • Posted by Sher Miller on 11/16/2011 at 10:26 AM Author
    @Gary...though I love your comment and the validation it carries, can't award points for it. ;)
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