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Newsletters have been used by companies to communicate with customers, suppliers, and vendors for over one hundred years.

Back in the day, these printed publications were referred to as “house organs” and companies large and small produced them.

With the Internet came e-newsletters – digital missives that arrived in people’s inboxes. Until the advent of blogs around 2002, e-newsletters were considered the “silver bullet” for growing an in-house list and helping companies increase leads and sales.

Then came social media, the explosion of content, and mobile, all of which ushered in a whole host of technological and user behavioral changes, including fatigue and overwhelm.

In short, the more information people were exposed to, the less they truly read it. The less people “engaged” with a “brand,” the harder marketers worked to increase engagement, and the more people tuned out.

Through all these changes, I continued to recommend to clients that they add a newsletter to their marketing program. To me, it was common sense to send a well-written, well-designed newsletter on a regular basis to a company’s mailing list.

Not only do newsletters keep you (the sender) “in mind” with your customers, but they’re also a great way to showcase your company’s trustworthiness, credibility, and expertise.

They also help your customers get to know the names and faces of the people they do business with.

Most importantly, newsletters help to generate inquiries.

I wasn’t surprised, therefore, when this tweet appeared in my feed early September from someone attending the Content Marketing Institute’s annual conference.

Tweet snapshot

Yep, couldn’t have said it better myself. Marketing newsletters do deliver results.

With today’s cloud-based technology and software applications, creating and sending marketing newsletters is easier and more cost effective than ever.


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Dianna Huff is the founder and president of Huff Industrial Marketing, a full service agency that tackles a host of marketing and communications challenges for manufacturing companies.

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