Content Marketing Through Different Types Of E-mailers For Online Businesses

The success of online business lies in its ability to communicate effectively with the target audience. There are many forms of content marketing used by online businesses to reach out to the audience and communicate the essential developments in the business, a new product or a service launch etc. E-mailers are one of the most popular and oldest form of communication used by online businesses to communicate with the audience. There are many types of E-mailers that the online businesses can make use to communicate with the niche target audience. E-mailers are very popular among the online businesses but choosing the right format is extremely essential to ensure getting the right attention from the recipients. It is not just enough to reach the inbox of the audience but is also essential to ensure that they read the mail and respond with call to action resulting in effective business conversions. In order to do that it is very essential to understand the right format that is suitable in various different situations and make use of the same to establish productive communication with the target audience.

The different forms of E-mailers that the online business can make use of are the newsletters, digest, personalized emails, promotional emails and transaction E-mailers. The choice of the email options should be based on the type of target audience, size of the audience base, need, interest level etc. Once the goal and the objective of the email marketing campaign is defined, online business can make the best selection of the type of e-mailers to be sent. Each one can serve a purpose and has some limitations making it extremely essential to choose the right one to fulfil the defined marketing goal. One of the most popular forms of e-mailers used by online businesses is the personalized or the dedicated emails. This is used when the target audience is clearly defined and are interested in getting the specific right information. Dedicated emails contain specific and targeted information that helps the audience in making an informed decision. It is easy to create and is extremely specific in nature which increases the call to action ratio.

When the audience is large and the purpose of the effort is to build the brand and awareness among the audience, then newsletters or digest e-mailers can be used. Both provide relevant information to the larger base of audience. It helps create a brand by consistently communicating with the audience with fresh and newer contents and information. Online businesses can make use of this to share any business developments, new product or service launch, offers, promotions etc. It achieves the general goal of communication but fails to promote the call to action. Online businesses looking to enhance the brand awareness and brand recall value can make use of this method to establish communication on a consistent basis with the audience.

Online businesses can also make use of promotional emails or sponsorship emails. This is focused on enhancing the lead generation process. Online businesses make use of this type of e-mailers to motivate the audience to take action by responding to the email and take active participation in the campaigns and promotion leading to enhanced lead generation. Once these leads are generated, fresh and relevant contents can be shared consistently to nurture the leads. It is very essential to feed the leads with constant information thereby increasing their loyalty and interest towards the brand. One can increase the call to action ratio by consistently feeling the audience and leads with high quality and relevant information through directed e-mailers or newsletters. Online businesses can create a system that sends mails automatically to the audience who complete or fill up the online form or contact page. This would ensure that the individual would check the mail. Online businesses can make use of these transactional e-mails to call for action through relevant information and creative themes. It is very essential to make right use of each type of these formats. Online businesses should keep in mind to create the right balance in between the frequency and quality of information. Using e-mailers highly and overloading the recipients inbox with e-mailers can make the whole process worthless leading to wastage of both time and money.


Vikas Singal, Co-founder and CEO of Ribbun Software, is a well known expert in the industry of search engine marketing. Since 2002, Vikas has been involved in developing successful search engine and social media marketing campaigns for large and small businesses.