Merging newsletters
Latest posts | Feed | By Mark Brownlow
This brief look at Accenture's e-newsletter strategy reveals a growing trend.
Instead of offering people a bunch of different newsletters, you offer them one. Then let the reader choose which types of content should go in it.
Instead of 20 newsletters, each on one topic, you have 1 newsletter which can have up to 20 topics in it (depending how many the reader selects).
There are many benefits to this approach. For example, it makes life simpler for the subscriber and gives them more control. Too much email can sour a relationship pretty quickly, so you'll likely keep more subscribers happy for longer. Which is good, obviously.
So it's food for thought if your palette of newsletter choices is outgrowing your readers' willingness to get more email.
(As an aside, the Accenture representative suggests that "...if you only sign up for HR content and there's no HR content that month, you won't get anything from us...we're not marketing just to market."
Actually, you're not marketing at all. That would mean two months between newsletter issues. It's hard to have any influence or impact at that frequency. Relationships die if you send too much email, but they also die if you send too little.)
Instead of offering people a bunch of different newsletters, you offer them one. Then let the reader choose which types of content should go in it.
Instead of 20 newsletters, each on one topic, you have 1 newsletter which can have up to 20 topics in it (depending how many the reader selects).
There are many benefits to this approach. For example, it makes life simpler for the subscriber and gives them more control. Too much email can sour a relationship pretty quickly, so you'll likely keep more subscribers happy for longer. Which is good, obviously.
So it's food for thought if your palette of newsletter choices is outgrowing your readers' willingness to get more email.
(As an aside, the Accenture representative suggests that "...if you only sign up for HR content and there's no HR content that month, you won't get anything from us...we're not marketing just to market."
Actually, you're not marketing at all. That would mean two months between newsletter issues. It's hard to have any influence or impact at that frequency. Relationships die if you send too much email, but they also die if you send too little.)
Permalink | September 08, 2006 |
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