A strange thing has been happening to newsletters online.
They have been turning into either a) promotional emails or b) web pages delivered by email.
I’m sure you know what I mean. Go back a couple of years and you could look forward to receiving your favorite newsletter in knowledge that newsletter itself would contain some great content...something you could read and enjoy, or learn from.
You could open newsletter in your email and read it, from beginning to end. There were articles, reviews or just personal rant...well written and interesting.
In short, there was real value, right there in newsletter.
These newsletters, where significant value lies in body of newsletter itself, are becoming harder and harder to find.
Instead, more and more companies and organizations are using their ‘newsletters’ as a promotional ploy to drive you to pages on their sites.
In one way, it’s understandable. As anyone with a newsletter knows, if you have one or two links to your site in newsletter, your site traffic really spikes on days you send out newsletter.
When you see that, it’s tempting to optimize entire newsletter – its format and content – as a means to drive additional traffic and generate more sales.