This creates several problems.
- In many cases, the information is already dated by the time the newsletter is sent.
- As we all know, e-mail is a tool that no one can live without, but is also becoming an information glut. News items sent via e-mail on a monthly basis are often not read.
- 10-20 pages is a lot to digest in one sitting.
A blog offers several advantages to the traditional e-newsletter. The anti-spam benefits alone are great and this is a major consideration if your firm's marketing department sends out thousands of e-mails a month. The length is a much more digestible for the audience of the typical marketing e-newsletter. The information is 'just in time' and current as opposed to monthly/quarterly newsletter. The target audience can also decide how they want the content delivered, via e-mail updates, RSS, or simply visiting the site every so often. Getting newsletters only via e-mail is like the morning paper, just because it comes at 6:00am doesn't mean that's when you want to read it. These various delivery options are a great feature and free up the e-mail overload. Because the content is on the Internet, it's indexed by search engines like Google, making the growth of readership almost organic. We've experience exponential growth in readership and enjoy high rankings on Google for many of our blogs. We can analyze traffic patterns, see who our visitors are, what the most popular 'posts' are and other classic website traffic monitoring reports. This type of site analysis is not possible with traditional e-newsletter formats. In addition, our marketing department isn't spending days creating the newsletter in Quark, saving it to PDF, only to have lawyers make last minute change upon last minute change. Posting is simple and fast.