Offering an online newsletter is a great way of communicating and staying in touch with potential customers. Although some websites place their newsletter on the same page each time, most websites develop an archive of old newsletters – these previous editions are also called back issues.
What are the advantages of keeping back issues on your site?
How do you present back issues?
It depends on what format your newsletters are in, but you can have an archive section which links to all newsletters or you may just link to a few recent editions on your ‘our newslettter’ page.
If you offer an archive, you may want to limit how far back you go with it, especially if you reuse a lot of information from older newsletters.
As long as the date of each newsletter is clear, it is ok to have newsletters public with expired competitions and special offers.
What not to do with back issues…
I recently came across a site with a free html newsletter that charged for back issues. I was recommended the newsletter, but was dubious about it’s quality based on what I saw on the website itself. For me to subscribe to the newsletter, or trust this person with my email address for that matter, I needed to see a back issue. However, I was not going to pay for one so I left the site without subscribing.
Even if you decide that charging for back issues is a good way to recoup some costs or make some extra income, I strongly suggest having one or two editions available for free to show people what they could get out of your newsletter. However, paying for something out of date that is generally given free will irritate most people and probably won’t bring in a lot of sales anyway.
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