As part of my web consulting job, I purchased a copy of CorelDraw. The program is great, easy to use, and equally as useful but much cheaper than Adobe's $1000+ program. But this post isn't about trying to persuade you to purchase a program. It's about adding value to newsletters.
When I registered my version of Corel I was offered a newsletter. I signed up thinking I would not only get news on updates but also tips and ideas about how to use my product.
I couldn't have been more disappointed. What I initially received was an email per day advertising the product that I already owned. The emails were poorly designed with outdated graphics; hardly inspiring from a company that was trying to sell graphic design software. Later the graphics got somewhat better. But when the new version came out there was no explanation of why I should upgrade; no demonstration of what the new product could do. In fact the announcement itself was plastered on the old graphics.
These emails continued to come until, after a couple years of deleting them everyday without any value added tips, hints, or information, I signed off of the mailing list.
Corel lost the opportunity because they didn't add value or give customers a reason to stay signed on.