4 Solid Reasons To Build An Email Newsletter Archive
Periodic newsletters are the lifeblood of the email marketing industry, but many brands are not taking full advantage of the content they produce: Once the newsletter is issued, there are usually no steps taken to ensure that the newsletters provide any more lasting value to the company.
By archiving your emails and making them publicly searchable and broadly available on your website, you can maximize the efficiency and impact of your campaign newsletters.
Printed Words Could Endure Centuries, Electronic Words Last For Seconds
The ethereal nature of the internet has marked a paradigm shift on how people around the world read their materials.
From the first Gutenberg Bible onwards, mass distribution words existed on bound paper that would be physically stored and thus could be easily be referred to years or even centuries later. When words became nothing more than bouncing electrons, their archival storage changed with it.
A string of words can now be held in a file format on a hard drive along with thousands or millions of other strings of words that sooner or later just end up being deleted. Then it’s as if those words had never existed.
Why Would Anyone Want To Post A Bunch Of Old Newsletters?
Your email newsletters fall within that same category: Words that are written, read, and then vanish. Although the greatest impact of a newsletter is its timeliness, if your prospects cannot refer to earlier newsletters in some way, you are missing a significant opportunity to derive the maximum benefits possible.
Many savvy email marketers place a full archive of their newsletters online and allow web visitors to peruse them. Why would anyone want to post a bunch of old newsletters? Your brand puts a great deal of effort into your email campaigns, and if you are simply accepting the evanescent ethereality of your content you are missing out on these four major advantages to prolonging the validity and expanding the reach of your newsletters:
The 4 Major Advantages Of Archiving Your Newsletters
1.It increases web traffic: When individuals search for keywords that match the content of your newsletters, your link will be presented. That will drive new, and fully organic, traffic to your brand’s website.
2.It brings new customers: When your past newsletters can be located online, the lineup of products and services as well as the special offers and discounts you offer can be discovered by anyone. Stumbling upon your newsletter archive might introduce your business to a prospect you otherwise would never be able to attract.
3.It boosts your brand visibility: Making the wealth of insight into your brand which is incorporated into your newsletters generally available on the web can accrue its visibility. As more individuals are aware of your brand and its activities, more of them will become your new customers.
4.It attracts campaign subscribers: If you add a subscription link or box onto your archived newsletters, people who are reading the content may be convinced by the allure of your offerings and the power of your brand’s persuasion to become your new subscribers.
Edit To Excise Special Codes, Links, Or Anything Else You Want To Keep Out Of Google
You may want to consider doing another bit of editing on the newsletters before you place them in the archive. If your emails contain special codes, links which access subscriber-only content, or other information you’d rather not see come up on a Google search, it’s a good idea to excise all of it before you archive the newsletter.
Creating an attractive, easy to navigate, and comprehensive email newsletter archive can amplify and augment your campaign’s current sweep and scope. If you don’t have an email newsletter archive yet, you’re missing out on a great way to build your audience.
