A lot of companies have a monthly newsletter they mail or email to clients and prospects as a way of keeping in touch. Once a month, the marketing department sends an email blast out to the world and everyone gets the same, generic information. But does this approach actually generate leads for the sales force? A lot of marketers argue that newsletters are designed more for branding, but can't they accomplish both?
If you don't use a newsletter but think you need to have one, this article should save you from wasting a lot of time. Here's the thing: newsletters are dead. In fact, recent research shows that less than 10% of people even open them. There are several reasons for this: