marketing The Perfect Newsletter
The Perfect Newsletter Do you think the e-mail is dead? The e-mail is the oldest web protocol, but it doesn’t mean it has retired. Do you really think you can do without a fruitful strategy just because it’s not the most recent one on the market? You fool! The e-mail is a tool with no rivals in customer care but it is also a media that can help you get in touch with your target and, most of all, it can be used to “nourish” potential customers and eventually turn them into customers. MagNews has interviewed 1,000 Italian users by asking them what they wished to find in the e-mails, newsletters or DEMs they receive from other companies each day. The outcome will give you hints and advice on when you will need to plan your own content strategy. Is it difficult to meet public expectations? Maybe. But not doing so means giving up a unique opportunity for your business: human to human communication. How many Newsletters/DEMs do you receive each day?
Fifteen/twenty
7.4%
Ten/fifteen
15.3%
More than twenty
Seven/ten
10.1%
15.1%
None
2.3%
Five or six
One
16.7%
Two
Three or four
18.3%
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Infomedix International | 2 2017
10.5%
4.3%
Why subscribing to a newsletter?
Why do you subscribe to a newsletter? We’ve asked a thousand users. No one said they wished to receive daily newsletters full of fake discounts and institutional news of little interest. When you are writing to your mailing list you are writing to people that are trusting you (and given you their e-mail address), because you have promised them something.You should not disturb them with non-inherent information. The main reasons of subscription to a newsletter are “It keeps me informed and updated” (28.8%); “I like its contents” (20.1%); “it advices me when necessary” (18.3%); “It makes me do good business” (17.2%). Only 5% subscribe to a newsletter no matter of the contents, only because they are “fond” of a trade mark. Most likely, many are the brands believing to be favorite brands and believing that their news is important. But for the user this is not necessarily so. Lastly, about 10% of users receive newsletters without knowing the reason. It’s not nice. Those senders will give some work to the anti-spam filters.