What is the Difference Between Newsletters and E-Blasts?

Mar 2021

Email marketing is a powerful tool your business can use to reach all members of your audience and help increase their desire to make a purchase. Emails allow you to send personal messages to your warmer audiences who are familiar with your business. Within email marketing, there are several types of emails that can help you nurture these relationships. These include newsletters and e-blasts. Although both can be ideal for your business, they serve different purposes. Here are the differences between newsletters and e-blasts  – understanding these will help you decide which is best for your campaigns.

What is a newsletter?

Newsletters serve as long-form updates from your business, with the goal of bringing readers back to your website. They are ideal for sharing recent business news, upcoming events, new services or products, blogs and videos, testimonials, and case studies. To include this information, newsletters are structured with multiple sections and a variety of calls to action. 

Newsletters are generally sent on a monthly or quarterly basis; your cadence will depend on your business, and your customers’ wants and needs (as well as those of your potential customers)When thinking about your newsletter, you’ll want to consider how much content you’re producing in a given time frame – do you have enough “news” to produce a newsletter every month? You’ll also want to determine how the newsletters are being received, via analytics and recipient surveys.

What is an e-blast?

E-blasts are different from newsletters because they “blast” one specific message. Instead of including multiple sections of information as newsletters do, e-blasts have one main goal – drive traffic to your website to make a purchase. Their design generally includes a short snippet of information and a button that leads readers back to your site to take action.

E-blasts are best used to support a specific marketing campaign by announcing limited offers, sharing coupon codes, and even sharing time-sensitive information. Because they work to support your campaign goal, these emails can be sent out multiple times during the length of your campaign.

Which is best for your business?

Although newsletters and e-blast serve different purposes, you can successfully incorporate both of these tactics into your marketing strategy. Here’s an example: Your business is pushing a free consultation, and you want to make sure your subscribers are aware of it. Your business can send out a monthly newsletter that shares recent blog posts about your services and customer testimonials. During that same month, you can send an e-blast that includes the free consultation offer. Both pieces will help drive more traffic to your website and work to reach your goal of increasing consultations.

Incorporating newsletters or e-blasts into your overall strategy is a great way to stay connected with your current audience and help convert your leads into customers. That’s because emails are convenient and personal. Your audience can receive a customized message addressing their needs and find a solution with you, regardless of their location.

No matter which email tactics you choose, it’s crucial to create a successful email marketing campaign that gets the best results from your efforts.

49% of consumers would like to receive regular communication from their favorite brands.

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