Recession Smession 5 Steps to Better Managing Expectations
May 23

One of the most important part of a web site’s digital strategy is the use of an electronic newsletter (Merge often refers to as an eletter).

This isn’t brain science, but it’s a recommendation I’ve seen prospects becoming less receptive to and quite frankly, I’ve noticed that I get less newsletters from my personal network.


Newsletters are hard to do. They’re time consuming, and you have to think about the content to put a good one out. Some of our most successful clients use a newsletter, and here are 3 advantages that they reap from sending out their newsletter:

(1) Top of mind. A newsletter sent on a regular basis (at least quarterly), at its root, serves simply as a reminder for “hey, we’re still out here.” Simple but powerful-you rise to the top of your customer’s and prospect’s mind for that all important mind share.

(2) Brand Extension. The consistently sent newsletter is a simple way to get another brand-touch out to your audience, helping you solidify your differentiation and value proposition.

3. Drive Traffic, Increase Conversions. Your newsletter will have links (of course) back to your web site. If you have compelling content, the user will click through to your web site, where your web site is then optimized to for conversion.

These are just a few of the advantages. Merge highly recommends you incorporate a newsletter campaign as part of your overall digital strategy, even though it will be an investment (mostly of time). I’ll have future posts with more advantages and the overall process for creating a successful newsletter campaign.

One Response to “The [Electronic] Newsletter, Still an Important Part of the Mix”

  1. Patrick Says:

    The “top of the mind” aspect is very important. One aspect of that is updating clients and/or subscribers that you may have added or changed services. I learned that lesson a long time ago when I lost a potential client (who was also a friend of mine) because he didn’t know I provided a service that he had gotten someone else to do.

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