eNewsletters

An enewsletter or even a print newsletter has the capacity to transform most businesses; to stimulate growth and become a promotional mainstay. Most businesses however do not have the capacity to produce an effective newsletter. Consequently, most corporate newsletters, print or electronic, are a waste of money.

The difference between the successes and failures can mostly be encapsulated in a single question:

    Does your target audience want to read each and every issue of your newsletter?

If you really want to turn your market upside down, with you on top – ask the tougher question:

    Would people pay to read this?

Because, when you have a newsletter that is valuable to its readers, you have one of the most powerful marketing tools possible.

The key is to forget about yourself and what you want to say, and do what your readers want. Most newsletters are thinly disguised promotion, and very few people want to read promotional material (do you even read your own promotional material?)

Producing an effective e- or print newsletter is a bigger job, demanding more resources, than most people think.  But if you want to explore this path, then we have the skills, knowledge and experience to get you there.

 

A brief history of fashion in business publications

The business newsletter began in the days when brochures were the dominant marketing tool. People responded to brochures, but they wouldn't keep reading the same brochure over and over. Newsletters were a way of refreshing people's interest, so they would keep looking at a company's marketing offers.

Come the internet and the moderately expensive printed newsletter was superseded by the very trendy and much cheaper enewsletter. As a fashion, it has in turn been superseded by blogs and (the current pinnacle of trendiness) social media.

Interestingly, business social media programs are about as successful as corporate newsletters: at least three out of four are complete duds.

The reasons social media has a business failure rate similar to newsletters lies in a common cause: people won't waste their time engaging with stuff that doesn't interest them. Newsletters and social media both require you to deliver value that people want, and that's a big task.