Blogging is better than newsletters, says Nathan Burke at LawFirmBlogging. Commenting on Blogging is the new Black, a recent article in Small Firm Business (published by American Lawyer Media) on Sheppard Mullin’s success with blogs (7 blogs outperforming prior newsletters), Burke makes some sound points.
This is probably a no-brainer for most of you out there, but blogs are outperforming email newsletters. I think it has a lot to do with our disdain for spam and being inundated by emails. When you subscribe to an email newsletter, you’re telling the publisher you’re interested in what they have to say. But you’re not telling them when you want them to say it.
When you are a blog reader, however, you can easily see if there are any updates through an RSS reader, and check out the content whenever you feel like it. Say you’re having a busy day, and you get an email newsletter. Let’s be honest: if it goes off your screen, will you ever go back to it? Not likely.
Burke also offers a case study where one of his clients already had a large readership for his site, and sent out a monthly email newsletter to a few thousand registered recipients. “Since they started blogging, page views have doubled…..into the very high six figures.