You’ve probably already checked your email a few times today. This likely stands true even if you’re reading this article first thing in the morning, because if you’re like millions of others, you opened your inbox before even getting out of bed.
Email marketing, and more specifically an email newsletter, is a tried-and-true method of reaching people. However, I’ve noticed many in the publishing world are not taking advantage of its full power. Instead, I often see it treated as a more of a passive thing: have a sign-up form on your website, occasionally send an email. We can do better. Email, done right, takes time, skill, and strategy. While it may require a learning curve and some trial and error, it’s a communication tool nearly anyone can learn to use well.