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E-mail Newsletters

When your e-mail newsletter appears in inboxes, it brings your ideas to subscribers who might not have thought about returning to your Web site. These electronic newsletters remind people that you exist, that you take a certain position on an issue that matters to them, and that you want to reach out to them in a virtual conversation. Writing and publishing a newsletter by yourself or with a small group gives you a platform from which to rant, beg, whine, cajole—and entertain. Creating a newsletter for an organization deepens your relationship with the customer, re-enforcing the brand and increasing the likelihood of repeat business. In most cases, e-newsletters drum up new business for the publisher (whether that means selling products, signing up consulting clients, or getting new speaking gigs), while helping to retain old customers and deepening influence in an industry or market.

But most e-mail newsletters are junk. The publishers make mistakes like these:


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