Email has become one of the most popular forms of communication. Not only because it is cheap and fast and produces data that can be easily analyzed but also because it is a remarkably flexible tool that can accommodate almost any message a marketer wants to send and – most significantly – allows marketers to send targeted messages. The ability to connect with people through their mailboxes enable businesses to deliver personalized marketing messages (informational newsletters) to specific, interested segments of the customer base over email.
Newsletter marketing is the e-mailing of newsletters to a list of subscribers who have chosen to receive messages from a company. These newsletters usually don’t have explicit sales messages, try to build a relationship between a customer and a company and contain news and information that will be of interest to the customer. Another advantage for the company, is that it can run and manage its own e-mail marketing campaign easily.
The goal is to keep a customer connected to a company even when they are not buying anything.