A good email newsletter should have a little bit of everything for everybody — multiple messages that include at least one item of interest for every audience on your list. Newsletters also should include multiple links because those links — and who clicks them — help you prospect and sell.
Direct sales pitches are different. They should be focused on tightly defined target audiences, and you should limit links and calls to action to keep your audience focused on one thing — buying what you’re selling.
Here’s a great post from the Valuable Content blog that compares different emails — a newsletter and a sales pitch — from marketing master Chris Brogan. We like this post because it offers clear and convincing proof that our take on newsletters and sales pitches is right on target. 🙂