Email Marketing RulesAn Email ‘Newsletter’ Can Be Almost Anything. That’s a Good Thing.
What is an email newsletter? That’s a serious question. Think about it for a minute. What is an email newsletter?
I’ve been thinking about this a lot lately and here’s what I came up with:
An email newsletter is a message format that mostly contains non-promotional content that’s of interest to a particular audience.
That’s as specific as I could get—and I fully acknowledge there’s a mostly in there. That’s because newsletters generally do include overtly promotional content (such as ads) at least occasionally, if not regularly. That’s fine, but the defining characteristic of a newsletter is that a strong majority of the content isn’t overtly selling.
Since that’s the defining characteristic, let’s talk first about what that content is doing.
>> Read the entire article on OnlyInfluencers.com
Welcome! Email Marketing Rules is your guide to understanding the best practices of this complex, often misunderstood channel as you craft the best executions for your brand. Every week, we’ll explore strategies and tactics, discuss tips and inspiration, and dig into industry news and trends.
Chad S. White
Head of Research
Oracle Digital Experience Agency
Author of Email Marketing Rules and nearly 4,000 articles about digital and email marketing
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