The importance of a (good) newsletter and coping with blacklisting

A few years ago, I went back to school to update my Digital Media skills and one of the things that really stuck with me was how important newsletters were in digital media. While not everyone is on Twitter, Facebook, or other social media platforms, you can almost safely assume that potential clients have an email address. If you’re working in any sort of field, it’s so important to have a newsletter because it’s a nearly fail-safe way to grow your audience and increase visibility.

People will read interesting newsletters

Of course, newsletters aren’t perfect. Unfortunately, I don’t have the data. But from my experience, while although I get my fair share of newsletters sent to my various email address each week, I only read and/or engage with a very small fraction of them. However, when I do read one, I am almost always clicking an attached link to see or read more about what I just saw.

However, there are two main reasons to have a newsletter if you’re offering something. The first is that they can target more people than focusing your attention on one particular social network (or spreading yourself too thin but trying to target too many social networks). The other is that since people have to actively sign up for a newsletter, they are a strong sign that the person actually wants to know more about the products and/or services being offered.

the top of a recent Atlus/Sega Newsletter for the Yakuza Remastered Collection

I’ve been in the video game industry for over a decade, so I’ve signed up for my fair share of gaming-related newsletters, both from studios/developers directly and from the public relation firms that work with game companies. While at EA, I would regularly work with the email marketing team in preparing content pieces that they’d share in their sports-related newsletters. So I’ve read engaging newsletters and helped make them come to fruition.

If you want to write about games, I strongly suggest you sign up for as many newsletters as you can, especially if PR firms are sending them out. These are the best way to get assets for games you might want to cover, and they are