Why Bother With A Newsletter

You dont want more work, do you, especially if it has both little connection with email marketing and a deadline

. After all, if one of those newsletters that you subscribe to doesnt come on the day you thought it would you get a bit upset. And that is an indicator of a newsletters usefulness.

Check your inbox. The odds are that you will be on the email lists of many more newsletters than those for email marketing. Newsletters also have a much higher open rate so there is this double advantage. But there is a catch.

You cannot use newsletters as a form of email marketing for two main reasons. Firstly, it is illegal as it is a misrepresentation of its function: a rose by any other name, etc. Secondly, your subscribers will soon notice your deception and unsubscribe. A newsletters main function, both for practicality and legality, must be newsy.

But let us not get too carried away. Whilst there are a number of positives for newsletters over and above the high open rate - they enhance your image, they give customer support, they are controllable and, importantly, are measurable - they must provide a function.

It is very easy for a newsletter to have a life of its own. But this should be discouraged as its main target must be to encourage readers to tick that little box. Every other aspect should be subsidiary. In email marketing, size is everything. Large emails lists should be your goal.

So use your newsletters for marketing but not directly. By all means carry a few adverts but why not also have further details are available to subscribers to our email marketing lists, with the box underneath. Or perhaps keep an archive of the articles. It will increase in value as time goes by. And keep it solely for those on your email lists.

What specific tempter is applicable to your particular business is best worked out by you. But for everyone engaged in email marketing, the prime function of newsletters must be to get readers to subscribe to email lists.

by: Breanna Cameron

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