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Publishing a newsletter is easy. Publishing a successful newsletter is not. The potential (the opportunity) is clear, but realizing that potential (making the most of that opportunity) is difficult. That's why there are so many bad newsletters out there, something you probably know from your own reading experiences.
The standard of newsletters is particularly poor among those published by sites and businesses selling products. Such "newsletters" tend to follow the short-term action-oriented approach. So their influence and impact (and subscriber loyalty) falls far short of what it could be.
Having said that, let's not be too hard on ourselves here. After all, email publishing is still in its infancy. There's still plenty of room on the learning curve.
The problem we have is that people unsubscribe from our newsletters, people stop reading our newsletters, or people just don't respond to our newsletters. Why?
Need more email marketing guidance? Try the email newsletter.