Your e-newsletter can play a bigger role -- if you let it.
A reader from Hong Kong recently inquired about the marketing and content leverage a newsletter could provide for paid publications. This raises an important but often-overlooked aspect of newsletters. Most newsletter publishers think of their products as single marketing programs or entities. Too often, benefits for other marketing opportunities are not considered.
In the magazine industry, a newsletter is an opportunity to enhance a publication’s brand. It provides a means to segment editorial and promotional offers. It can deliver breaking news, updates, and other critical information. Newsletters can also help increase the publication’s paid circulation.
There are some very simple things your newsletter can do that will enhance marketing and public relations. Here are just a few ideas of how to morph a newsletter to create additional leverage:
These are just a few off-the-top-of-my-head suggestions for leveraging your newsletter investment. Don’t think of a newsletter as a single entity. How you can morph yours to extend its reach and readability through these, and other, variations?
Done any good morphing lately? Tell me about it.
Kathleen Goodwin is the former CEO of IMN (formerly iMakeNews), specializing in customer acquisition and retention through permission-based e-newsletters. For nine years, she was vice president of marketing for Ziff-Davis' publishing division, where she oversaw the marketing of all print publications and their early online siblings. She also serves as an advisor to early-stage companies and has been responsible for several successful new-business launches.
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