Breaking thru the info overload
Larry Chase, a well-respected web expert made the following observation. “Now that anyone can publish content for public consumption, there is entirely too much out there for people to reasonably absorb. We now live in a world of content chaos. Think about how your content can bring order to this chaos. There is great value in that.”

This is what a good newsletter is all about.

Your newsletter should not add to the chaos, but instead provide clarity in your field of expertise or business sector. It will provide order for your reader. Receiving your newsletter will save them time, save them searching and save them picking out the wheat from the chafe. It will give them all the best bits, and an overview. You will be of tremendous value to them, the cornerstone of a successful business relationship and key to customer loyalty.

Use tracking to improve your impact

As we have shared previously the great advantage of tracking readers response is that you can see what topics relate to your readership. This means you can fine tune your communication based on their interests - this makes the newsletter much more effective.

Here is a testimony from one our clients who is using this method.

"How can you put a price on this level of success?. What am I talking about?. I’m talking about knowing, with complete certainty, that the people you are marketing too are getting your message....
We recently sent out an article to our client base in relation to the Australian housing market and whether we considered it to be in a bubble or not, and let’s face it, pick up any paper or periodical and you will see this sort of commentary splashed all over the place. Our point of difference was that we discussed it from the point of view and experience of our valuation staff (we’re a property valuation firm after all).
Given the level of commentary in the market, we weren’t sure how it would be received and if we had of used any other form of advertising (editorial, one page spread, etc) we would never have known for sure.
Using our newsletter program (Using The Net) we were able to see, in real time, people opening the newsletter and reading the article."

Read the full report

Newsletters are the best way to supplement a website

One of the findings from a recent report from the Nielsen Norman group is that newsletters work well to supplement websites. Here are some reasons why.

  • Newsletters are active (push) while websites are passive (pull). If you rely only on a website you are waiting for people to come to you whereas with a newsletter you can take your message to your customers and potential clients.

  • Newsletters generate leads which draw people to your website. Visitors to your website can sign up to receive ongoing information about your products and services without having to remember to come back to the website.

  • Through the relationship established by a newsletter you can nurture the interest of your readers and through tracking information you can sharpen the focus of your communication.

  • Email newsletters can improve your SEO ranking. If you store your newsletter on what is called a microsite this site can be found in searches and help raise your ranking.

  • With the rise of social networking you can provide links that let readers post articles to their own networks or to follow your company on Facebook for example.
Comparing email newsletters with other media, one user said: "Bottom line, I'd rather have it in an email newsletter than in the regular mail. I can click Delete if I don't want it; I don't have to throw anything away; and it is usually easier to unsubscribe if you don't want to get anymore." Convenience rules.

If you would like to start a newsletter for your business please get in touch
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