dynamic email

Many companies these days understand that the core of all their success is solely reliant on them being able to turn prospects into paying customers. However, most companies won’t be able to operate for a long time if they only get potential consumers to only make a single purchase from them. that means they have to work at turning these people into loyal and repeat customers. Then, once the company has built up enough loyalty and trust, it’s time to get those people to start promoting the company and its solutions on their own, to their social circles, transforming them from regular customers into brand advocates through word-of-mouth marketing. All of this and more can be achieved through an email newsletter which allows companies to learn more about the target audience, engage with that audience on a regular basis, and more. Although there isn’t a single formula that’s going to fit all companies and consumers, there are a few basic steps that every company needs to take when creating its own email newsletter because the newsletter creation process is more or less the same, but the content of it is going to depend on what the business is trying to achieve, its target audience, branding, and more.


Content type

There are several different types of email newsletters that companies can create and the right one is based on what the company is trying to achieve. The first type is creating an email newsletter with original and high-quality content that the company can base on its own information and research. The second type is email newsletters with curated content where the company talks about current events or breaking news stories in its industries, or creates responses to other relevant pieces of content in the industry. The third type is a blend of the previous two where the company begins the newsletters with original content and then adds some curated content at the end. Then there is the point of view email newsletter type which is simply a perspective from an industry influencer, and the digest-style email newsletter shares short descriptions of other content that the company can link to inside the emails.


No matter which type of content a company decides to choose for its email newsletters, once the type is chosen, it’s time to map out all of the different elements of that content to create a newsletter that will cater to the needs of the target audience. That means creating an introductory paragraph for the email and adding various elements like graphics, photos, quotes, charts, or bullet points that are going to make the overall newsletter more visually appealing.  Companies can also add frequently asked questions to their emails, short success stories that the readers will find relatable, profiles on customers or staff members, a calendar for upcoming events or offers, and more.


Once the company has settled on all the options it has regarding its email newsletter, including the type of newsletter and all the elements it wants to add to it, it’s time to start gathering all the relevant resources and information that the company will need to create its newsletter, and finally, creating the emails. This process includes creating an attention-grabbing subject line and making sure that the entire email is concise, represents the tone, voice, and style of the company’s brand, and isn’t too long.

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Ronn Torossian is the Founder & Chairman of 5W Public Relations, one of the largest independently owned PR firms in the United States. Since founding 5WPR in 2003, he has led the company's growth and vision, with the agency earning accolades including being named a Top 50 Global PR Agency by PRovoke Media, a top three NYC PR agency by O'Dwyers, one of Inc. Magazine's Best Workplaces and being awarded multiple American Business Awards, including a Stevie Award for PR Agency of the Year. With over 25 years of experience crafting and executing powerful narratives, Torossian is one of America's most prolific and well-respected public relations executives. Throughout his career he has advised leading and high-growth businesses, organizations, leaders and boards across corporate, technology and consumer industries. Torossian is known as one of the country's foremost experts on crisis communications. He has lectured on crisis PR at Harvard Business School, appears regularly in the media and has authored two editions of his book, "For Immediate Release: Shape Minds, Build Brands, and Deliver Results With Game-Changing Public Relations," which is an industry best-seller. Torossian's strategic, resourceful approach has been recognized with numerous awards including being named the Stevie American Business Awards Entrepreneur of the Year, the American Business Awards PR Executive of the Year, twice over, an Ernst & Young Entrepreneur of the Year semi-finalist, a Top Crisis Communications Professional by Business Insider, Metropolitan Magazine's Most Influential New Yorker, and a recipient of Crain's New York Most Notable in Marketing & PR. Outside of 5W, Torossian serves as a business advisor to and investor in multiple early stage businesses across the media, B2B and B2C landscape. Torossian is the proud father of two daughters. He is an active member of the Young Presidents Organization (YPO) and a board member of multiple not for profit organizations.