Why eNewsletters Are More Relevant Than Ever
Digital marketing encompasses a very broad spectrum of tools and techniques, including paid search marketing, content marketing, search engine marketing, social media, e-mail, mobile apps and a variety of websites. Among these tools—and a rapidly changing technology, media and business climate—newsletters continue to be a highly relevant and successful means of communication.
It is by no means a comeback, because newsletters have not gone anywhere. In some cases, they have just laid in wait to once again get the recognition they are due. Digital newsletters are more relevant than ever, and this matters for your practice.
Media powerhouse trends
To understand the continued and evolving impact of newsletters, we need look no further than the desktops and mobile devices of millions. Ubiquitous publishers like The New York Times and the Washington Post have been ramping up their use of e-mail newsletters. These high-visibility publishers show us the continued potential of eNewsletters. The New York Times’ e-mail subscriptions have nearly doubled in three years—to 13 million, according to Digiday. This can be attributed, at least in part, to highly relevant user-specific content. The New York Times offers more than 50 newsletters on various news and lifestyle topics, compared with its 33 newsletters a few years ago.
They have found that more is better.
The Washington Post publishes 100 newsletters, and growing, including some text-heavy newsletters designed to be consumed quickly.
Your professional practice may not have the same scope of content or breadth of audience as those publishing powerhouses, but don’t mistakenly think these major trends are not highly relevant to your practice. These trends speak to the continued momentum of eNewsletter marketing.
Credible content is king
With “fake news” the media buzzword phrase of the day, readers have an increasingly difficult time discerning which media sources they can trust when they perform Internet searches or skim social media posts. Who can blame them? Our news is increasingly polarized and driven by the agendas of journalists, bloggers, publishers and advertisers.
This presents an advantage and an opportunity for professional practices. Whether you’re an accountant, attorney, physical therapist, physician or dentist, your clients or patients depend on you to provide them with objective, truthful information. They trust you to act in their best interests. When it comes to credibility and honesty, you stand head and shoulders above other sources.
Credible content marketing stands out
Not only are you above the fray as a professional practice but an eNewsletter from you will also stand out from the sheer volume of content with which clients and patients are confronted each day. They know you, and trust you to provide them with useful information that affects them.
Readers are increasingly selective with the content they consume. Similar to The New York Times and Washington Post examples, millions of readers opt into content that matters to them. Your professional practice should be among their top trusted sources.
For more information, download a free copy of “The Complete Guide to Building Your Practice with E-mail Marketing.”
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