By Nelson Tan on Nov 3, 2014 2:49:00 PM
If you design your newsletter in HTML, don't send it as an email. There are benefits to putting it up as a web page and sending your subscribers to it:
1) You keep my email 'clean' with pure text so it less likely gets filtered out.
2) You can archive it so subscribers can revisit for reference.
3) By redirecting them to your site, you also remind them of your site so they can navigate elsewhere for more resources.
4) As you build an archive, you also grow your site with more pages. It helps with search engine optimization to an extent.
5) You can add in interactive features on the web page like a chat box or the Google calendar for event or promo forecast.
6) Your subscribers are more likely to "tell a friend" about good web content rather than forward emails. Apply viral marketing techniques on this point.
7) You can even repackage your newsletter content into an ebook, video or podcast in the future.
A direct e-mail message is most effective only when you want your subscribers to take action on a single message, i.e. "In this week's exciting line-up of topics, you have...[list out in bullet points]" So focus on getting that click to your newsletter, effectively disengaging them from their inbox and clutter of emails, and let them enjoy reading your content at their own pace.