Danger! Take care when repackaging content for your newsletter
Latest posts | Feed | By Mark Brownlow
A lot of folk recycle content produced for other media in their email newsletter. I do it (these blog posts get wrapped up together in a biweekly mailout).
But take care. Any content that references a time or date might be out of place by the time the newsletter comes out.
Here's a good example:
A US Open preview mailed out the day after the US Open ended. This problem is particularly acute when turning blog posts into a newsletter. Especially if that conversion takes place using an automated tool.
You need to go through the content and check it's all still relevant. Not just the time references, but other things, too. Blog posts republished a week or two later in a newsletter might, for example:
The monotony of cut and paste, cut and paste can lead us to skip the all important proofreading stage. I know from bitter first-hand experience.
More on blogs and email marketing | Tags: email marketing, email newsletters, blogs
But take care. Any content that references a time or date might be out of place by the time the newsletter comes out.
Here's a good example:
A US Open preview mailed out the day after the US Open ended. This problem is particularly acute when turning blog posts into a newsletter. Especially if that conversion takes place using an automated tool.
You need to go through the content and check it's all still relevant. Not just the time references, but other things, too. Blog posts republished a week or two later in a newsletter might, for example:
- Invite people to an event that's already happened
- Mention today, tomorrow, yesterday. Which is now last week, last week and last week from the newsletter reader's perspective.
- Contain errors that were corrected in a later post
- Report an offer which has now expired
- Contain a link which has died
- Urge immediate action which is now too late
The monotony of cut and paste, cut and paste can lead us to skip the all important proofreading stage. I know from bitter first-hand experience.
More on blogs and email marketing | Tags: email marketing, email newsletters, blogs
Permalink | June 19, 2007 |
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