E-newsletters

E-newsletters are promotional emails sent to customers who have chosen to receive them. Customers usually sign up on a website, in a shop or when they pay for an order, so the business has their consent to contact them. This makes e-newsletters a form of permission-based promotion, unlike spam, which is sent without permission.

Why businesses use them

An e-newsletter can build a relationship by giving useful or interesting content, not only asking for a sale. For example, a small garden centre might email its members once a month with seasonal planting advice and a short video from its staff. That keeps the business in customers' minds between visits.

They can also inform customers about offers and include links straight to the online shop or a booking page. Because the content can be targeted, a customer who often buys houseplants might see different articles and offers from a customer who buys tools. The aim is to encourage a repeat purchase and build loyalty.

The results can be measured: the business can see how many emails were opened and which links were clicked. It can then change future emails to improve results.

Drawbacks

An e-newsletter can be ignored, deleted or marked as unwanted, especially if it arrives too often or the content is dull. The business must have consent and make unsubscribing easy. It also needs good content, such as useful advice, clear offers and a well-designed layout, or customers will stop opening it.