One of the attendees at my seminar asked me to look at her online newsletter and website.
The website was attractive and welcoming, but there were no links to a "newsletter." However, because I see the publications from hundreds of churches each year, I suspected that the label "Messanger" was probably the newsletter. I clicked on it and it was.
I emailed her back and let her know that though both the website and newsletter were well-done and very seeker friendly, this was a good lesson for all of us--when we know and love certain publications in our church, we need to remember that unchurched folks visiting a website might not know the favorite name that we have for the publications.
A church newsletter is a great way to introduce your church to potential visitors who may be checking out your site to see if they want to attend your church--but if they don't know the name of your newsletter they may not be able to find it.
Application: make it easy for people to find things. Use their generic name: church newsletter (not The Messanger), children's ministry (not PromiseLand), single adult ministry (not OASIS) and so on.
Make it easy for people to connect, come visit and get involved.