LETTER: E-Mail Newsletters Benefit Web Sites

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"Web-Centric Model Threatened by E-Mail Newsletters" by Jaffer Ali (www.dmnews.com/articles/2000-11-13/11552.html) is missing the point.

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



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