Creating and managing a newsletter is a challenge for any editor, but those in the e-commerce arena have some advantages. First of all, collecting newsletter subscribers from existing customers is as simple as adding an opt-in during the purchasing process cycle. Second, there’s a ready supply of new content in the form of product innovations, new vendor announcements, and special offers.

So, if it’s so easy, why aren’t we getting the results we want?

Add Value and Sales will Follow
If your newsletter looks like a catalog page, you’re missing an opportunity. Write content that will appeal to your shoppers and you’ll reap rewards. If you sell fashion, write a few lines about the latest trends and show how your products are au courant. Selling garden supplies? Write about what’s in season – and advise which tools will help their garden grow. When you educate and put your products in context, readers are more likely to buy.

Don’t be Afraid to be Niche
You may risk boring relatives and friends to death while talking shop at social gatherings, but your newsletter is just the place to get into the nitty gritty of your product space. Take for example the Electric Violin Shop. Their newsletter, EVS Currents, highlights the latest in instrument offerings, showcases upcoming events and includes musical quotes. If you’re not into amplified strings, this isn’t for you – but if you are, it’s a riveting read. By being super-targeted, the EVS Currents newsletter has earned a lifetime click-thru rate over as high as 12% with unique views at 31%. You just can’t get those results by trying to be all things to all people.