The current obsession with Twitter, Facebook and other social media of the moment means that good basic Newsletters and Press Releases are often overlooked in the marketing mix. Yet I regularly monitor sites where a simple newsletter will create a boost to search engine rankings and a big spike in web traffic - sometimes by 200% or 300%.
Of course to do this the Newsletter has to have something to say. Unsuccessful Newsletters are normally the ones where the company is scratching around for something to put in the monthly newsletter rather than publishing when there is something worthwhile saying. A subtle difference that often has a major effect on reader response.
Press Releases and Newsletters also speak directly to interested parties - potential customers who are already interested in what you do and what you have to say.
Once you get this right you can enhance your postings by incorporating social media tools like Twitter to expand your audience, and drive additional traffic to your site.