Are Newsletters Right for Everyone?

By: Stephanie Miller
Vice President of Strategic Services

We wrote the book on email newsletters, but does that mean newsletters are the right solution for every business?

No, not necessarily. In fact, for businesses with limited lifecycles, a weekly newsletter may not make sense for your prospects and customers, or your marketing resources. In those cases, an Email Series may make a lot more sense.

Prospects sign up for your Email Series and receive a timed set of consistent messages over a defined period. The classic example of this is parenting sites that do a 40-week Email Series for pregnant women. Another great application is the five weeks to five months that prospects are in-market for a mortgage or new home. Think creatively about your business – perhaps a three week introduction for new B2B customers on the basics of your software? Or, a five week prospecting series to encourage students to sign up for your university course.

What makes this technique a winner is that it is a lower commitment for both your subscribers and your marketing department. Subscribers sign up for a shorter, more specific series rather than commit to receiving “special offers” for the rest of time. You get to create the content once and then use it over and over. Of course, we always recommend that you use your Email Series to cross promote other services and solutions, gaining permission to continue to market to these customers through email.

The basics of Sign Me Up! still apply, of course. You must send what you promise, include valuable content and you must get permission.

Need ideas for making a message series work for your business? Email us – we’d be happy to help you.

minute read

Popular stories

Products

BriteVerify

BriteVerify email verification ensures that an email address actually exists in real-time

DemandTools

The #1 global data quality tool used by thousands of Salesforce admins

Everest

Insights and deliverability guidance from the only all-in-one email marketing solution

GridBuddy Cloud

Transform how you interact with your data through the versatility of grids.

Return Path

World-class deliverability applications to optimize email marketing programs

Trust Assessments

A revolutionary new solution for assessing Salesforce data quality

Solutions

Validity for Email

Increase inbox placement and maximize subscriber reach with clean and actionable data

Validity for Data Management

Simplify data management with solutions that improve data quality and increase CRM adoption

Validity for Sales Productivity

Give your sales team back hours per day with tools designed to increase productivity and mitigate pipeline risks in real-time