Electronic newsletter in the system of social communications: prospects for effective use

The article substantiates the necessity to expand research methodologies into the electronic newsletter format. It was acknowledged that modern scientific discourse reluctantly chooses the electronic bulletin as an object of research. At the same time, scholars concur with the fact that this format demonstrates potential while being a user-friendly channel of communicative interaction as well as providing an opportunity to create personalised communication and offer exclusive content, etc. The article examines the examples of the most sought-after newsletters such as: editorial newsletters from The New York Times, aggregated newsletters from SmartBrief, Think with Google resource, The Menu newsletter from SparkToro technical startup, Confident Computing's latest technology newsletter from Ask Leo! website and the female-focused Daily Skimm newsletter from theSkimm media company. The specifics, characteristics, and advantages of this form of interaction with the audience are analysed. It is concluded that tailored personalised content that the user receives via e-mail allows the company to effectively communicate, interact with its target audiences, increasing the level of engagement, building trust and upholding reputation. In this case, the indicators of the website opening, clickability and conversion, make it possible to improve the strategy of email distributions, which will ensure better results. The electronic newsletter is a modern, up-to-date format which helps to perform effective multi-functional social communication, provided it contains interesting, high-quality, interactive, scheduled content aimed at the target audience.