Newsletters: Integral For Marketing

Media Relations

Newsletter marketing is the practice of companies sending informational emails and other content related to their products or services through an email newsletter to their subscriber list. Businesses can take advantage of newsletters to keep themselves at the front of the mind of their consumers and establish their authority in the industry, by notifying their audience of products or services that might interest them.

Most companies are already taking advantage of newsletters, but for the email to be opened by the customer, the content in it needs to be really interesting and to go beyond simply selling them services or products. People are a lot more interested in opening and reading through an email that’s targeted at entertaining or educating them instead of selling to them.

Having the right balance in a newsletter that’s more focused on educational or entertaining material is going to lead to increased sales, as compared to simply selling to the audience. That balance for newsletters is 90% informative or entertaining content and 10% sales.

These days, with advertising giants like Google and Facebook controlling over 50% of the digital advertising market, publishers have to find other ways to get any sort of ad support for their journalistic endeavors. Many media outlets have started experimenting with different financial models to fund their reporting. Donations from the readers and paywalls that require payment for access to certain content are just two of the popular options that media outlets have decided to embrace.

This has increased the popularity of direct newsletters, where subscribers can pay to receive all content from a certain outlet or a journalist. Journalists used to rave about social media platforms and search engines due to their ability to offer them a lot of exposure to the mass public. The trend has been reversed in the last few years.

Now, journalists can have a direct relationship with their readers thanks to newsletters, which don’t rely on social media or on search engines. This also allows the journalists to write about things that their readers are going to value, instead of writing articles that are aimed at generating as much traffic as possible.

It also allows journalists to have sustainable growth and retain more control over the content and products that they provide to readers, while growing organically.

Some businesses can take advantage of this model as well. They can offer their target audience a paying subscription model to receive certain types of content directly in their email inbox from the company, whether results from an interesting piece of research recently conducted, or valuable content that can place the company as an industry leader.

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