13. eNewsletter

What it is:

A permission- and subscription-based means of regular communication with current and future customers, usually distributed monthly or weekly. Available electronically, via text-based or HTML pages, they can include complete articles, or brief descriptions with links to articles on your website.

A cool tool for:

• Businesses with lots of helpful information to offer
• Companies that need a nurturance tool for long sales cycles
• Organizations with strong  opt-in email lists

Not so hot for:

• Companies dependent on brokered email lists for subscribers
• Organizations without resources to make a sustained commitment to a publishing schedule
• Continuous product-driven messages

CPE
	Launched by Thomson Reuters, the very first issue of CPE & Training Solutions had an average read time of 6:40 and generated hundreds of leads. Case study compliments of Prism Media Group.

3 key play points:

1. Don't spam your enewsletter - get permission and offer opt-out links
2. Can be a good vehicle for promoting other content: webinars, ebooks, white papers, live events, etc.
3. Can be co-branded to gain third-party credibility

Bonus Links:

• B2B Email Marketing Best Practices via Proteus Marketing
  
•  The Content Revolution eNewsletter from Junta42
  
•  Chris Brogan's Newsletter on Marketing and Social Media
  

Chapter 12 - Testimonials

Chapter 14 - Print newsletter