e-NEWS – A Website’s Best Friend

Since the early days of the Internet, businesses have struggled to keep visitors returning to their websites. You hope their visit will coincide with news about a sale, new products, or an exciting upcoming event. Learn about e-News, website’s best friend.

Of course, a visitor may choose to visit your site at any time. But one tool brings them back when it’s most strategic — e-NEWS. e-NEWS has been around since the early days because it was originally text-based, making it easy for anyone who could type and tell a story.

What Exactly is e-NEWS?

e-NEWS is an electronic newsletter. It focuses on one key topic, like BeareWare’s focus on Web Design and Development. A newsletter targets clients, associates, and prospects interested in that topic.

I don’t know exactly where newsletters originated, but I remember my mother producing a tennis club newsletter in the 1970s. She used a printing plate and ink — no room for typos. Watching her create those newsletters may have sparked my lifelong love of e-NEWS.

The Early Days of e-NEWS

I created my first e-NEWS in the late 1990s. It evolved from a printed sports club newsletter. The electronic version soon replaced the printed version, thanks to huge cost savings and ease of production.

From my first e-NEWS, I noticed immediate website results. Sending out an e-NEWS caused website stats to spike within 24-48 hours. Readers clicked through links or visited out of general interest.

This behavior still holds true today. e-NEWS is a powerful tool for bringing visitors back to your website. Converting visitors into e-NEWS subscribers is a smart strategy.

Does the Content of e-NEWS Matter?

e-NEWS acts as a soft-selling tool, just like a printed newsletter. It should inform and entertain. Developing good e-NEWS takes time and effort.

Your content should be relevant, professional, well-written, and edited. Break it into short stories with links to longer versions. This keeps readers moving quickly through the newsletter.

Include graphics when appropriate. Online retailers use e-NEWS effectively to alert consumers to special deals.

When I create e-NEWS for BeareWare, I write 3-4 stories and a friendly “G’Day” opening. I make it personable, well-researched, and fact-checked.

I assume readers will give me 1-3 minutes to catch their attention, and I respect their time by providing valuable, relevant information that highlights our expertise.

Defining Your Target Audience

You may think, “If I get a big e-mail list, I’ll get great results.” I disagree.

Your e-NEWS list should include subscribers who opt in via your website, fill out a form, or express interest. Avoid using it for cold calls.

Building a strong e-NEWS list takes time and quality content. Massive cold lists often yield poor results. Focus on genuine connections, not volume.

Spam and random mass emails hurt reputations. Respect your subscribers and build trust.

e-NEWS: A Formal Communication and a Privilege

Frequency matters. Fear of spam keeps many from subscribing. Make your policies clear.

Never sell or share subscriber addresses. Stick to your announced frequency — weekly, monthly, or quarterly.

Formal schedules build trust. Sending consistent, well-timed e-NEWS editions shows professionalism and respect for your subscribers.

What’s Involved Technically?

Don’t use MS Outlook for e-NEWS. Use a database-driven system that handles subscriptions, preferences, and unsubscriptions automatically.

The subscription page should match your website’s design. This ensures a seamless experience.

Systems like PHPList offer MS Word-style WYSIWYG editors, making writing and formatting simple. BeareWare integrates PHPList into CMS websites, allowing easy e-NEWS management.

Modern e-NEWS systems send individual emails, track open rates, and manage list updates automatically. They ensure efficient and professional distribution.

How Much Does e-NEWS Cost?

Costs vary. Some companies charge per edition; others charge per e-NEWS sent.

BeareWare uses PHPList, an Open Source system. Clients pay a one-time setup fee — typically $300 to $500 — for setup, list conversion, and template design.

Compared to printing and mailing costs, e-NEWS is incredibly economical. PHPList handles up to 100,000 subscribers and beyond.

Closing Thoughts

An e-NEWS system is “A Website’s Best Friend.” It keeps you in touch with your visitors. It costs little to set up and only requires a bit of creativity and marketing skill.

Use e-NEWS strategically, and you will see long-term rewards. Respect your subscribers, deliver value, and watch your connections — and business — grow!