Marketing is about standing out from your competitors. Instilling a sense of newsworthiness in your marketing materials can substantially improve the chances of consumers not only reading, but actually recalling the information therein.
The trick, then, is to make sure the information you wish to convey is actually newsworthy. As consumers are much smarter at identifying marketing ploys now than they once were, advertisers should consider novel ways to suggest that your business' news is important news.
Almost by definition, newsletters can be an effective means to assert your company's value to consumers.
"Yes, you can do email promotions without doing a newsletter," writes Alex Gutzman for eCommerce Guide. "However, if you want to grab and hold the attention of busy customers or members, then you have to provide them with more than just the information about the products or services. You have to give them a reason to care about the product."
Email marketing, although effective in its own right, is, by name, a marketing initiative – obvious in its function to any consumer who receives it. A newsletter, however, is news; it demands to be read and it requires your attention.
It may take some time to draft a readable and engaging newsletter, but they need not be periodically delivered and can be used quite frequently.