It goes something like this:
Can you believe they kept the newsletter all that time and then got in touch?!
Well, yes, I can. If the newsletter is good.
Here's the thing:
A good newsletter provides valuable information that makes clients' lives better.
Because of that, clients see the newsletter not as an advertising vehicle but as an important resource.
And because of that, they keep it at home.
And because they've kept it at home, they pick it up again when they need you.
And because they don't always need you right away, that call you receive can come many months after you sent your newsletter.
That's the long tail of newsletters.
(Picture by djayo)