Everybody Writes, 2nd Edition



74Why You Need an Email Newsletter

Email newsletters deserve a big group hug.

Some call them unsexy. Some mock them as old-school. Some flat-out dismiss them in favor of newer, shinier options. (I see you, Livestreaming!)

But email newsletters are a key component of any high-performing marketing strategy. You need one. Here's why.

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Dear Email Newsletters: How much do we love you? Let's count the ways ...

Loves me #1: Human. An email newsletter is the only place where people—not algorithms—are in control. Gmail's algorithm does try to throw its weight around in your inbox, bullying you into what to open first. But, for the most part, email remains the place where we opt in to see what we want to see.

Loves me #2: Personal. Most organizations today use their email newsletter as a distribution strategy. They use it as a way to share other content.

But the email newsletter is inherently personal. It's a way to cultivate and nurture a relationship through your words and language. It's a letter from someone to someone. From you to me.

The most important part of a newsletter is the letter, not the news.

Loves me #3: Money. We talked about email's 38:1 return in the previous chapter. I won't quote the stats again. But I really want to remind us all: Email as a channel generates the highest ROI for marketers.

Loves me #4: Ownership. I love social media as much as any one of you. More, maybe. But we are vulnerable to the whims and vagaries ...