Why Your Company Should Start a Newsletter

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Brett Jordan on Unsplash.

Email has been a particularly useful marketing channel for businesses. But in recent times, niche email newsletters have grown in popularity. According to The Content Marketing Institute, 81% of B2B marketers say their most used form of content marketing is an email newsletter.
Newsletters are a great way to engage with an audience, provided marketers understand how newsletters are different from other forms of email marketing. Here’s some advice for companies looking to start their own. 
Email Newsletters vs. Email Marketing
Many people get confused when it comes to understanding the difference between email newsletters and email marketing. The primary difference lies in the purpose, said Gilad Rom, founder and CEO at Huan, a California-based maker of wireless-enabled smart pet tags.  “Email newsletters are designed to inform the reader about industry or company-related news,” Rom said. “Email marketing campaigns are designed to inform the reader about a product or service. The difference is that email newsletters are designed to educate; email marketing is designed to sell.”
Matthias Seidel, head of marketing for B2B software startup Munich, Germany-based Rencore, echoed that distinction. “A newsletter is a marketing format people actively subscribe to, to stay informed …

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