I wrote an article in my newsletter recently for my clients about the state of many internet marketing newsletters today. I'd be interested to know if others feel the same or if I'm moaning needlessly 
My inbox is a disgrace. It’s turned onto a non-stop ad dispensing service – I do like to subscribe to a large number of “newsletters”, to keep my finger on the pulse and also to (hopefully) learn a thing or two from other marketers and product developers. To be fair, some actually do that. Unfortunately, many don’t and that’s a real shame.
Now I’m fully aware that it’s completely acceptable to offer products and services in a newsletter (everyone does, and that’s fine). The problem I have is when I see headlines like “New Hyper Traffic Buster Tool – Only $1 – Go Go Go Go Go! (Go!)”. Oh, and entirely by the way, the next person who sends me a mail with multiples of “Go!” in the subject is going to get it firmly in the ribs.
If out of curiosity I click, it’s typically a 2 paragraph blurb on how above tool is certain to fill my paypal account with chunks of hot steamy cash and how I don’t need a blog or site or anything to make it work. How wonderful! Again, it’s not the concept that someone is selling something that troubles me – it’s the fact that I’ve invested my valuable time to sign up to a NEWSletter that should provide a little mental stimulation or at the very least some news as well as the featured product or service. Don’t you think?
You see, this is exactly why the marketing industry has developed such a diabolical reputation. It’s a shame, because as far as niches go the internet marketing one is a sizzler. But I’m sorry to have to report, it’s lost it’s way as far as email marketing is concerned. People are promised newsletters that inform, even entertain – and they end up with a 24 hour ad channel in their inbox. There is one “marketer” I know who sometimes sends out 2 mails a day – both loud sales pitches, and neither with even the smallest snippet of useful information. I’m involved with many niches, often as an interested subscriber – and the standard of emails within IM is pretty poor. It just wouldn’t wash in other online niches (such as finance for instance). I think we all have a collective responsibility to improve this situation - so that when people from outside the industry come in for a look, they don’t end up thinking “man, this is pure trash”.
So, if you’re a bright marketer about to embark on a newsletter set-up yourself, remember WHY you’re doing it. Yes, a well constructed newsletter is a marketing tool – but only when done right. It should help build credibility and trust and you can only do that through good content. It should help to prove to your subscribers that you know what you’re talking about and that you’re genuinely there to help - not just a crap merchant after some fast cash. Because, if all you’re doing is legally spamming your subscribers with sales pitch after sales pitch, it’s unlikely they’ll stick around for more of the same.
Finally, I’ll sign out by saying that over the last few weeks, my wife Kez who reads this newsletter prior to publication has been tutting me a lot on my aggressive commentary. “It’s always moan, moan moan – why can’t you ever write anything nice about our industry?”
And that’s the sad part – I would if I could.
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