Description In the 21 st century, Public Relations (PR) is a central tenet of building brand identity and marketing of an organization’s products and services. Further, the emergence of the internet has provided a wide variety of approaches that organizations can use to reach their customers and potential users of their products in the market (Trainor 162). Previously, in addition to the use of mainstream media such as television and radio, organizations used print newsletters to communicate to customers and stakeholders. In the present times, the use of print newsletters has been taken over by the use of Email Newsletters or E-Newsletters, which have now become essential parts of an organization’s PR campaigns and efforts. E-Newsletters can be simply defined as an electronic version of the traditional print newsletter that is physically distributed or emailed to subscribers and stakeholders of an organization. However, it is important to note that E-Newsletters may not be necessarily the exact copies of the traditional/printed newsletters. According to Trainor, E-newsletters involve more than just copying and pasting the printed copy into an email and sending it to thousands of subscribers via email (164). Instead, such E-Newsletters incorporate relevant and high value-added contents, effective layout and design, and interactive resources in addition to the advantage of speed and low cost of creation and distribution. The use of E-newsletters is very critical in organization as a means of keeping customers and stakeholders updated about the entities’ progress, products, and performance. In the current corporate environment, businesses have realized that they do not operate in a vacuum and that their relationship with the society, customers, and stakeholders is essential for their success. With the above importance on relations, the companies have to ensure that they use the best approaches to ensuring seamless, fast, reliable, and affordable communication to all people. A study carried out by Baloglu and Pekcan found that the use of E-mail was the most preferred mode of communication by organizations at 48.5% as compared to telephone at 39% and traditional mail at 3.5% (174). From the above expositions, it is evident that organizations that fail to use email in their communication are at a disadvantage as compared to those that use the communication mode. As such, the use of email to deliver E-newsletters is a preferred choice for many organizations. Apart from providing stakeholders with the progress, products, and performance of an organization, E-newsletters help an organization to establish an identity and presence on its customers and potential clients. Most importantly, it acts as a Public Relations tool that allows the market to understand an organization and its activities first-hand (Baloglu and Pekcan 172). Through the elaborate email contacts, an organization can maintain contact, as well as receive feedback, which can allow it to improve its products in response to customer demands. Any organization that has a good PR is likely to have better brand identity. Such outcomes are very important in ensuring the competitiveness of a business in the market (Tsekouropoulos 5). Therefore, i