How Do E-Mail Newsletters Compare to Blogs?
Dr. Ralph F. Wilson, Editor, Web Marketing Today
Dec 18, 2007, 03:24
In the earlier days of the Internet everyone seemed to be talking about e-zines or e-mail newsletters. These days blogs are the hot item. Just how do e-mail newsletters compare to blogs?
Let's start with definitions. A blog (short for "web log") is a website in which entries are typically displayed in reverse chronological order. The most common blogging platforms are easy to use content management systems which notify subscribers of a new blog post by means of RSS feeds. E-mail newsletters, on the other hand, are usually published using third-party Email Marketing Service (EMS) providers such as iContact or ConstantContact.
Of course, I'm a veteran e-mail newsletter publisher -- that's my bias. But blogging has certainly established itself as a powerful marketing medium. Here are some of the differences between the media:
Ease of Publishing
Blogs are certainly easier to publish than e-mail newsletters -- and much faster. The blogging platform allows you to write and instantly publish your thoughts with a built-in content management system, so the most recent blog automatically becomes part of your website content. E-mail newsletters, on the other hand, aren't so automatic. They must be written, laid out in an attractive HTML format, copied into a web interface at the EMS provider site, and scheduled to be sent out. If you want to add the content to your website (which I strongly recommend), that is a separate step altogether.
Cost
The most popular blogging platforms are free -- Blogger, WordPress.com, WordPress.org, and others. This is one of the reasons that blogging has grown so rapidly. EMS providers usually charge on the basis of the number of e-mails sent to subscribers each month, though some charge based on the size of the mailing list.
Frequency
Blogging at its best includes frequent posts. Three times a week might be an appropriate minimum for an active blogger. A frequent poster is seen in a positive light. E-mail newsletters should be published a minimum of once a month. Once a week is possible, but the content has to be excellent. E-mail too often, and you'll be perceived as spamming.
Length
Blog posts can be quite short, just a paragraph or two. E-mail newsletters are usually somewhat longer, but still must be kept short if you want them to be read. Sometimes e-mail newsletters compromise by sending the title, teaser sentences, and a URL for several articles, expecting you to read the full article on a website. But many readers don't bother to click-through to read -- either from e-mail newsletters or from RSS feeds.
Notification and Content Delivery
Blog readers are typically alerted to a new blog by means of an RSS feed, which they access using an RSS reader, such as the one built into Microsoft Internet Explorer 7.0+.
Subscribers click on a link in the RSS feed to read the latest post on the blog website. E-mail newsletters, however, arrive in the subscriber's e-mail box; the reader doesn't usually have to go to a website to read the newsletter, as is the case in a blog.
Readership Metrics
Blog readership can be measured by unique visitors to the blog site and by the number of subscribers to an RSS feed (tracked, for example, by FeedBurner). E-mail newsletter readers are measured by the number of subscribers, qualified by such fuzzy metrics as open rate and inbox delivery rate. Since spam filters dispose of a significant percentage of even double opt-in newsletters, e-mail delivery isn't as reliable as it used to be. However, nearly 100% of Internet users actively use e-mail. Active RSS reader users, on the other hand are only a fraction of that -- though RSS users tend to be more active Internet citizens and visit more websites.
Subscriber List
The biggest difference between blog and e-mail newsletter approaches to reaching subscribers is the e-mail subscriber list. E-mail newsletter publishers have an actual list of e-mail addresses -- and often names and locations -- of their subscribers, while bloggers have no tangible list at all. An active, up-to-date list is considered a business asset, since it enables the publisher to push to subscribers newsletters and advertising at will. It can't force subscribers to open or even read an e-mail, but it can count on delivery of a high percentage of the e-mails sent -- despite the challenges posed by spam and spam filters.
Which Should You Choose?
So which is best? Blogs or e-mails? I don't think one size fits all. I'm an e-mail newsletter publisher and an evangelist for the benefits of this kind of marketing. However, many, many businesses have found blogging a successful way to get the word out. Some blogs are so influential that they figure in both presidential and industry politics.
This article has displayed some of the differences between these proven digital media. It's up to you now to decide on one or the other (or both) and begin to communicate to your prospects, customers, and industry. Go for it!
