When it comes to research on email marketing, the web does not disappoint. But instead of relying solely on research, I’m going to do some user testing: what day of the week should contentcontent send out its weekly opinion piece on all things content?
Research we’ve waded through suggests the weekend (er, no) and Friday are the best days. Understandable – Friday allows for more downtime reading Economist City Guides…or Popbitch.
So, I’m going to do my bit for user centred design (kind of) and throw the decision open.
When do you prefer to get email newsletters?
PS. this is aimed at old schoolers who prefer their news in an email alert over RSS and IM.
GQ.com’s decision to publish a round-up of the day’s news just before lunchtime makes common sense.
It’s clear what they’re trying to do, what with the bold: ‘TODAY’S HEADLINES WE SCAN THE PAPERS SO YOU DON’T HAVE TO’ strapline at the top of the day’s headlines.
But one thing – what share of GQ.com visitors have already read the headlines of the day by the time GQ’s new email newsletter comes out? Assuming GQ.com’s audience is made up of readers who scan ‘quality’ papers in the morning on the tube or train, how many will click through to the news round up? How many, for example, will have already scanned the headlines or got a round up elsewhere and want the full story?
I’m not stirring – as someone with an interest in making content work, I’m genuinely interested in the motivation behind the service, and importantly, whether it’s delivering.
Okay, no user’s going to ditch Guardian Unlimited, BBC News or even Telegraph.co.uk for GQ.com’s news output, but it seems to have planted its stake firmly in the ground for a new news analysis / ‘…and finally’ features site. Take a look at the now daily distributed email newsletter, its timely news items and the ‘Breaking Stories on GQ.com >>>’ banner at the bottom of the page.
Let’s revisit this new strategy in a few months time shall we?
Has someone at Gamesindustry.biz towers read my post on how to improve their weekly newsletter?
As per my last post, I waffled on for an age on how text could be broken up, bulleted, other alliterative b’s.
Have they taken note of my comments on headings too? The latest newsletter breaks up text with some bold headings…but little else.