Issue 23 January, 2015
In a world where millennials are flocking to the ephemeral Snapchat and Vine, and we all have the attention span of a fruit fly, does a newsletter still have a place? This issue of Wordnerdery shares why the business world says "yes."
Newsletters still have value
However "old school" you might think them, newsletters (print and electronic) remain a powerful tool for keeping in touch with employees, clients, prospects and other important audiences.
Oh, sure, you can call me biased. I love newsletters. But I am not the only one, and here are some of the reasons why:
- Email and electronic publications help employers get a consistent message to everyone, said 78% of respondents to a November 2014 survey by Newsweaver and Ragan Communications.
- Reducing information overload and decluttering the in-box are two of 10 reasons why employee newsletters matter (Newsweaver).
- Newsletters also play an important role in content marketing. The term means creating and sending "valuable, relevant, and consistent content to attract and retain a clearly defined audience” (Content Marketing Institute).
- Creating original content fuels business growth, according to Brian Clark, founder of influential digital trade magazine Copyblogger. At the end of 2014, he backed this belief by launching Further, a ”curated email newsletter dedicated to living your best life, with features and news items related to health, wealth, and wisdom.”
- Newsletters help you "cost-effectively build and maintain relationships with customers and prospects,” says Jeanne Jennings, one of the world’s top 50 email marketing influencers. (I would add employees to her list.)
- Your websites and email newsletters will always beat Facebook pages, according to Forbes, because a newsletter is under your control, lets you write to your readers directly and send timely messages. Nielsen Norman Group agrees, noting that e-newsletters stay in the in-box vs. being instantly replaced in the stream of social networks.
- Newsletters help readers “figure out what’s worth paying attention to” at a time when “lots of news and information is whizzing by online,” reports The New York Times.
- The email newsletter is highly effective on its own, but even more powerful when combined with social media and mobile, says business-to-business (B2) marketer Elevate. “These shiny objects have attracted a good deal of the spotlight over the last few years, but the fact is, when it comes to B2B, nothing trumps the email newsletter.”
Images: Woman reading by "graur razvan ionut" and FreeDigitalPhotos.net. Sue by Chris Salvo, salvophoto.com.