Anyone who regularly enters Buzzfeed , one of those modern media that millennials love , will usually come across a series of articles that invite them to subscribe to the different newsletters on the site. In total, Buzfeed has 16 newsletters, which users receive with different frequencies and with news segmented by the specific topics they have selected. There are from book newsletters to politics to the much more surprising “this week on cats.” Why has a medium that is the quintessence of what is carried and what is cool opted for a format to which everyone gives a very limited existence? Perhaps it is because, in reality, the newsletter has not died, but has simply changed. The statistics show why the newsletter has not died or entered the ICU. In 2013, there were 3,900 million email accounts in the world and in 2017 the forecast is that they will reach 4,900. But most of all, the returns for companies that use them to reach consumers are still high enough that their marketers are unwilling to give them up. An American study shows that for every dollar spent on an email marketing campaign, the return is, on average, 44.25 dollars.

It is not the only statistic that underpins the power that email still has to reach consumers: Internet users who receive offers in their mail have an average spending that exceeds 138% those who do not receive them. The arguments in favor of email continue: it is now fully integrated into the marketing strategy, consumers continue to check their email inbox every day and despite the fact that many have assured that email, in general, is going to be overshadowed and forgotten in favor of other forms of communication, the truth is that he continues to have an active life . But at the same time, consumers are increasingly reluctant to receive  Indonesia WhatsApp Number List   things by email and many times they directly label many of the emails they receive as spam. Many brands fell into bad practices in their email sending and have saturated the consumer. The Internet user receives so many emails (and has so many to read every day) that looking at the inbox often directly causes fatigue. So what is the key to keep consumers signing up for newsletters and opening them? The secret is to think of newsletters differently and not to repeat the mistakes of the past. The change beyond the obvious of adapting them to mobile devices, where the highest ratio of openings is currently concentrated. As the new successful newsletters demonstrate, the genre has changed. How is the modern newsletter? Anyone who subscribes to Buzzfeed newsletters will receive at the same time they leave their email a warning message: it is the number of days they will receive an email. Frequency is therefore key in these shipments: these means ensure that it will not be a constant and above all that it will not be something annoying.

Buzzfeed newsletters have different frequencies and, many times, are adjusted to the type of content that is being sent. The one of longformsFor example, it reaches consumers’ inbox every Sunday, the most favorable day to consume this type of content. However, there are publications, especially from professional fields, whose contents are received daily due to their high current interest among their own users. “There is still a strong demand email”, explains to Digiday Andrew Jack, the resposanble aggregation and curated content in Financial Times . “People want something that is always there and that is easy to access. It also gives us a formula to send news and comments to readers in a different way.” The media are following different strategies to make their newsletters different, although their techniques are divided into two formulas. On the one hand, there are those who include their own exclusive content (which makes subscribing to the newsletter have a new added attraction) and those who continue to maintain them as an aggregator to access content already published. Practical cases Both strategies work as long as it is done in a modern way. Quartz , for example, has a 41% open rate for its newsletter in North America, thanks to its commitment to precisely selected content. Their newsletters are, as they point out to Digiday ,

The work that a “very well connected, intelligent person” could do. In other words, the contents are chosen very carefully and with great care to meet the quality expectations of its readers who feel that in that email they have everything they may need. The idea that all the content that may be needed is in an email is a great value bet. Vox , another of the media that triumphs among the youngest users, also does it and sends a list of links every day, each one of them accompanied by a phrase that explains what they are about. To add value to your shipments, the contents are not yours exclusively and add links from other headers that may be relevant. This increases the awareness that what they send is really what you need to know. It also does something similar Financial Timesin its first hour newsletter, where only half of the contents have been written by the newspaper staff. The newsletter is sold as something necessary to know what is moving in the world during the day, so getting information from here and there seems logical.

Leave a Reply

Your email address will not be published.