Jordan Way is the director of our Client Success Services department, and he’s been in the email newsletter business for many years. If you are looking for a way to bring focus to your marketing message, he is the one to turn to.

Jordan clearly explains what makes a newsletter a unique marketing tool.

1. Customer-centric, not company-centric. Articles in newsletters should provide value to the reader. The benefits will circle back to you through loyal readers and contacts who are ready to do business with you.
2. Establishes your company as a thought leader. A newsletter provides consistent, thoughtful additions to industry discussions and conversations.
3. Versatility! Articles can be about any topic important to your industry, targeted to any audience, and reused in a variety of ways. The ways that you can repurpose your newsletter content are limitless, but here are 11 to get you started.
4. Great vehicles for content. Content is king, especially now, but how do you get people to read your content? You send it to them. Newsletters are proactive.
5. Drive Web traffic. Your newsletter doesn’t just deliver your content — it provides numerous ways for readers to get back to your website and social media sites to interact with you.
6. Direct feedback. Throughout a newsletter, email links and links to your website let readers know you’re accessible and responsive to their questions and concerns.
7. Delivered directly to target audience. Newsletters go straight to the inboxes of people who have opted in to your email list — they want to stay in touch with you.

Jordan has helped countless clients develop, produce, and implement successful email newsletter programs. Read about some of our clients and the communication problems solved with a newsletter. Of course, a newsletter isn’t the only aspect of your marketing mix, just a foundational one.