Email newsletters generally feel like a necessary evil for most marketing teams that produce them. Yes, they generally take longer to produce, are more labor intensive and perhaps most importantly don’t generate the specific ROI that more promotional emails achieve. However, on the recipient side they are often preferred due to their less frequent nature and overall look and feel to them. Content companies have long championed email newsletters and monetized them in different ways. But the holdouts appear to be many organizations who use emails as primarily a revenue generating tool. That means etailers and traditional retailers often ignore this format and stick with promotional emails for their campaigns. This deserves some reconsideration.