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Email newsletters are nothing new: many organizations have used them effectively, and many others have found them a drain on their time and resources. You’re thinking of starting one for your organization, but you’re still on the fence: how do you know it’s worth the effort?
Start out by doing some research: What is the standard in your industry? Are they a popular and accepted way of keeping in touch, or could this be a potential nuisance to your intended audience? What do people in your industry usually include in their newsletters? Do you have content to match, or would your resources be better invested in blog content?
Answering these questions will get you most of the way there, but before your make a final decision one way or another, take time to consider these top pros and cons:
For the majority of organizations, committing to a regular email newsletter comes with significant advantages. While it should definitely not be something you do “just because,” here are our top reasons why we think it would be a good idea for your organization:
On the other hand, many organizations start an email newsletter without thinking about how it will incorporate with their brand strategy. They don’t leverage the social media opportunity it provides, they fail to create something of value to their readership, and they aggressively over-sell. Here are the main downsides you should question before starting your e-newsletter:
No, seriously: you can build a great strategy for your organization with or without an email newsletter. If it’s just something you’re starting because it’s what everyone else does, your clients are likely to wind up with just another bland and uninspiring email sitting in their inbox. But, if you like the idea, have something to say, and are willing to devote the energy to doing it right, you can cultivate a valuable relationship with your readership that will be well worth the effort you put into it.