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Newsletters that connect

Inspire your customers, inform them of the latest products and send them hurrying to your store—all with the humble newsletter

By Charlene Oldham
Published: January 14, 2016
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Occasionally, an email newsletter from Jake’s Performance Hobbies will log an impressive “open rate” of around 50 percent, but the next installment, packed with seemingly similar content, will make its way straight to customers’ virtual trash cans without garnering a glance.

“It’s so hard to come up with what works and what doesn’t,” says Jake Rosen, owner of the hobby shop in Rohnert Park, Calif.

Experts agree newsletter readers can be a fickle audience but argue that electronic newsletters can be an excellent, cost-effective way to boost sales and customer loyalty.

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