What is Editorial Email?

Editorial emails widely emerged with the rise of internet marketing in the late 1990s and early 2000s, promising to bring informative and engaging content to consumers' inboxes.

Essentially, an editorial email is a communication tool that businesses use to provide value to their customers. It differs from traditional advertising emails because it primarily contains useful, reader-focused content, rather than being heavily promotional.

When editorial emails are used in a retention strategy, their purpose shifts towards maintaining relationships with existing customers. The idea is to regularly offer relevant knowledge or resources, rather than constant sales pitches. This makes subscribers more likely to open the emails and less likely to unsubscribe. Ultimately, keeping open communication that feels personal and valuable is an effective way to retain customers.

Examples of Editorial Email

1. A fashion retail company could send out a weekly editorial email with current trend reports, style tips, and other fashion-related news, interwoven with product placements.

2. A software company might use editorial email to share tips and tricks, in-depth tutorials, industry news, or updates about product features.

3. A travel company could distribute an editorial email featuring destination highlights, travel tips, cultural insights, and personalized recommendations, naturally suggesting their services within the content.

4. A health and wellness brand may use editorial email to share nutrition advice, workout tips, personal success stories, or scientific research, subtly promoting their products as part of a healthy lifestyle.

5. A bookstore could send editorial emails with book reviews, author interviews, literary news, or reading recommendations, incorporating product links organically into the contents.

Marketing Tactics Similar to Editorial Email

• Newsletter: A recurring mail-out that offers information on various topics, similarly focusing on providing value to the reader.

• Content Marketing: This strategy involves creating and distributing valuable, relevant, and consistent content to attract and retain a clearly defined audience — much like the ethos behind editorial emails.

• Inbound Marketing: A marketing methodology that focuses on drawing customers in through valuable content and interactions, which is the key objective of editorial emails.

• Blogging: Regularly updating a blog with useful and engaging content can serve a similar function as editorial emails, often supplementing a comprehensive email strategy.

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