E-MAIL NEWSLETTERS
IS MORE REALLY BETTER?
In recent months, my e-mail in box has become flooded
with newsletters. No, not spam per se, but newsletters
from business associates of mine. People I have come to
know, like & trust. Many are beginning to send out at
least one per week, several a couple of times per week,
and a few several times per day.
I don't know about your business day, but mine are
usually extremely busy. I like to read the newsletters
and, many times, even learn something. But ----- usually,
those that come too often are left unread and finally
deleted. In that case the message, as good as it might
have been, was totally lost.
So, when is too much too much? Let's go to the purpose
of the newsletter. In most cases, they are used to keep us
in front of our growing circle of clients, potential
clients and business associates. In marketing, we refer to
it as drip, drip, drip, staying in front of customers and
potential customers so they don't forget us. Another case
would be a specific time dependent special or event.
Restaurants with weekly or mid week specials would be a
good example here. Here, brevity and content as well as a
title that explains the urgency are important.
My opinion, for what it is worth is that, for most of
us, a monthly newsletter would be more than adequate. Even
here, it must be newsworthy, enlightening and sufficiently
interesting to get the receiver to open it.
When the barrage of newsletters becomes a tidal wave and
we feel like we are drowning in them, we become irritated
which actually keeps us from buying.
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