Email newsletters might seem old school. But in business-to-business communications, with audiences looking for “news you can use,” e-newsletters can cut through the clutter.
For example, we create an e-newsletter for Rizzetta & Company, which manages homeowners’ associations and Community Development Districts around Florida. In a recent newsletter, readers learned about trends in HOAs and CDDs, and about an effort to send rechargeable lanterns to Puerto Rico.
The newsletter had a 32% “open rate” and 20% “click rate,” both well above industry standards. If you make the news interesting and helpful, people will click to read it.