Email newsletters may be one of the oldest online marketing tools in the books, but they remain one of the best ways to communicate with a target audience. We encourage clients to build their email lists and consistently engage with their email contacts through regular weekly or monthly newsletters. But why?
A piece published in Medium titled “Newsletters Are Immortal’ by Dave Pell offers three important reasons why developing and sending an email newsletter is a worthwhile endeavor and what you can do about it:
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Personal
Email is a personal way to publish. You’re not just one of a 26 open tabs. Your newsletter is sharing a sacred inbox… Use it. Be personal… What I mean is that you’ve got to get personal about yourself. It can come here and there, and it shouldn’t dominate your content. But every now and then, remind them you’re a person. Email is one of the few mediums that allows you to do that.
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Permanent
A person’s email address is their most permanent identity on the internet. When you sign up at a new site, they ask you for your email address. As a newsletter publisher, you’ve got it. And the subscriber isn’t trading that email address for a product or service other than your newsletter. Take that seriously.
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Performance
People are more focused in their inbox. And people know that. That’s why they often email notes to themselves. They know that’s where they’re going to be later. Email is a great place to write and a great place to read. It has almost none of the distractions of other internet apps.
Dave has three other reasons why email is still king. Read them here.