This is a great question because, after all, the search engines don’t see these newsletters, and they aren’t public so they don’t get shared as much as a blog post would – so would you be losing out on valuable traffic from search engines crawling your unique content?
The answer is – yes probably. How important is this to you versus the value of your subscriber list? It’s certainly a fact that most email marketers will tell you that, to save time, you can write a blog post, use the beginning of it in an email to your subscriber list and suggest ‘read more on my website, blah, blah’. This certainly achieves two things. One, you’ve managed to combine two jobs in one by writing only one piece of work and two, you’re sending your email readers to the blog so you get more visitors and the subscriber is interacting with your blog too.
However, email is one of the most powerful and most direct ways to reach people, so I personally think that, if someone has taken action to join your subscriber list, they are very important people from that minute and should be treated in a special way from just website visitors or browsers who may come and go and remain anonymous.
Without the exclusivity of the treatment of your email list, the newsletter really is pointless.
Treat your subscribers to different content, because they are a group of people to be nurtured and who could become your best customers and supporters. Some of them may stay with you for many months or even many years.
Do you really want to sell them short by killing two birds with one stone? Think of it this way…..If you’re a regular diner at a restaurant, therefore you have a good connection with the owner, would you expect to be offered a better table than the strangers who have walked through the door at the same time as you? I think so. You like to feel special as you have a relationship.
Treat your subscriber list well. Give them some of your knowledge, great tips they can use. By all means direct them to your website occasionally but to something different from the content in their email. Most importantly, offer a special gift every time that you have the opportunity. You will be rewarded by their loyalty and they will be receptive to any sales you wish to make along the way.