LETTER: E-Mail Newsletters Benefit Web Sites
I don't see any need to choose between content-rich Internet sites and e-mail newsletters. E-mail newsletters (we at InteliHealth send out millions per week) deliver breaking news and encapsulated articles to our registered users' desktops. Each newsletter item contains brief introductory text and a link into our site.
We have found that e-mail newsletters yield a high click-through rate for content and conversions for commerce and work better (and cheaper) than any other means to gain traffic.
E-mail newsletters can't replace high quality, in-depth content, but they sure do drive people deep into our site and leave behind page views, purchases and registrations. Talk about a killer app!
• Steven Schwartz