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The Truth About Email Marketing by Simms Jenkins

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Truth 22. Creating an email newsletter

Although email newsletters generally feel like a necessary evil for many marketing teams that produce them, they are a great way to share relevant content with email subscribers and also weave in a little promotional nuance. Compared to more direct response promotional emails, they can take longer to produce. It's also much harder to measure the ROI of a newsletter, since immediate sales are rarely the objective. Newsletters are relationship builders, which means there is revenue to be had, just not the immediate kind that promotional emails often deliver.

Email newsletters generally provide specific content and differ from promotional emails in that they are not “selling” anything. Financially, they sustain ...

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