The Comeback of Email Newsletters
There’s a communication technology out there that’s growing fast and opening doors for marketers and purveyors of news and information. It’s called email.
But wait? Isn’t email suppose to be all but dead, a relict of the 1990s and dial-up modems? Turns out email newsletters and direct email marketing is undergoing a renaissance, as they have carved out a valuable niche for themselves amid the unending torrents of social media messages and Internet-based news channels.
Email marketing is making a comeback for a number of reasons, says David Carr in the New York Times. “Newsletters are clicking because readers have grown tired of the endless stream of information on the Internet, and having something finite and recognizable show up in your inbox can impose order on all that chaos.”
With improvements to spam filtering, email now shows up in your inbox largely because you have asked for it – you’ve requested to be included in a mailing list or subscribed to a newsletter. With email, there’s usually some kind of implicit connection with the sender, making it valuable real estate and a good platform for marketers.
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According to Carr, MailChimp, a leading email marketing platform, sends over 400 million emails a day, and is adding more than 10,000 users daily. And a study of 940 global executives found that email newsletters trumped the Internet and mobile apps as a source of news.
Carr quotes Gideon Lichfield, global news editor at Quartz: “Email is dismissed as something old people use. But in the past few years, we have started to see email as a peer to publishing platforms like Twitter, Facebook and the web, one that has its own strengths and weaknesses that we are starting to figure out.”
Of course, the unspoken contract between email publishers and their audience is that publishers are providing valuable and interesting information to their readers, which requires a smart and dynamic content marketing program. But provide that content, and email will deliver readers.
Interested in exploring how email marketing and newsletters can grow your audience and deepen connections with readers? Give us a call.