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Newsletter Mayhem



Kirjoittanut: Tuuli-Emily Liivat - tiimistä SYNTRE.

Esseen tyyppi: Yksilöessee / 2 esseepistettä.
Esseen arvioitu lukuaika on 4 minuuttia.

Sometime about five years ago, I became a sucker for newsletters.

In high school, I was studying in the International Baccalaureate Diploma Programme that was in a rather stark contrast with the rest of the Finnish schooling programmes. One of the main differences was noticeable in our final exams: while students following the ordinary Finnish high school programme could have up to 8 hours for completing their final exams, as IB-students, we would have our subjects divided into papers. Depending on the subject, you would have from 45 minutes to 2,5 hours to complete a part of your final examination, meaning that a skill of learning how to obtain knowledge was required. In addition, you would have to be ready to have sharp focus, quick decision making, confidence and commitment to your answers… or be willing to get creative with your answers.

In addition to learning, plenty of us focused on finding as many tools as we could to make practising and obtaining knowledge easier. My approach was concise: I would do a search, open the first 15 pages that had relevant enough information and then go through the information. Many of those pages also included newsletters and to not miss out, I added my email to the list.

After receiving my graduation papers, I cleaned out most of the newsletters I had signed up to, revealing the hard truth – it has been two years upon my graduation and I still receive three of those newsletters. Why? Let’s uncover that.

1# Uniqueness

After all those years, one of the newsletters I continue to be subscribed to is by Mark Manson. Mark Manson is the author perhaps best known for his book “The subtle art of not giving a f*ck”.

Funnily enough, I am yet to read his books. In high school, a 17-year-old me became truly fond of Mark’s style of writing in his newsletters. The newsletters were written in a simple text offering a fun, yet brutally honest perspective on life. At the time, I saw an escape and a contrast in his writing compared to mine, where I was expected to write multiple analyses.

I still find pleasure in Mark’s writings and continue to subscribe to his newsletter.

Mark’s newsletter can be found here: https://markmanson.net/breakthrough

 2# Know what to expect, tips and strategies

Another newsletter I’m subscribed to since almost 10 years ago (can you imagine how fast the time flies!) is by Daniel Wong, a spectacular author, who writes articles on focusing, productivity and scheduling time.

While the strategies focus more on high school student’s well-being, I’ve found the content to be useful even now when I’m no longer studying in high school. I’ve gotten used to the layout, know that the content is useful and it is easy to share the content forward.

Daniel’s newsletter can be found here https://www.daniel-wong.com/

#3 Shareability

While this does not perfectly follow the point, I am still subscribed to a newsletter list by Themantic Education from where we received our IB Psychology books. The reason for this is simple: since my sister attends the same study programme, I have been forwarding the content to her.

(And yes, for those wondering, after reading the paragraph my next step is to unsubscribe myself from the list and she can subscribe, if she wishes to do so)

 

On the subject of unsubscribing newsletters, the example above is a great way to understand why people may stop getting your newsletters. Primarily, the truth may be that while your content is useful, the person’s interest and original motivation to subscribe may have changed.

I have no reason to stay subscribed to the latest updates on preparatory exam questions, if I have graduated.

 

Another reason might be the duration of the newsletters.

As I go down the memory lane (or look into my promotions section of inbox), I’ve been subscribed to two newsletters, the marketing-focused DTC team and the technology, business and design magazine Fast Company. While those newsletters brought immense value to me, I simply couldn’t keep up with the daily flow of newsletters and became annoyed. Luckily, those companies (and hopefully many others) have a settings panel where you can choose which type of content you want.

Value, value, value.

In the times where people struggle with finding time for themselves and time is truly a limited resource, there are two main truths:

 

  1. Everyone reads their email.
  2. Everyone is frustrated by clutter providing zero value in their inbox.

 

While social media is amazing at introducing potential clientele to your products or services and boosts sales, newsletters hold the community together and help close those sales.

 

 For companies, newsletters serve as a way to keep the community of interested people together, which is why it is very beneficial and of great importance to provide content that brings value. A person that may not immediately buy your product or service but provides their email shows interest and trust in your company. With content rich in value, it is simple to garner interest and have customers revisit your materials.

Additionally in the future, you could use your newsletter space as a way to suggest partnerships or other companies for advertisement revenue.

 

 

What is the value of a good newsletter?

“It’s as familiar as a morning cup of coffee. Your loyalty to it grows over time. It’s often brief and respects your time. It makes you smarter. It gives you something to talk about. And for a news organization, it’s relatively inexpensive to produce, it connects you directly with your readers, it builds brand loyalty and it’s a pathway to a subscription or membership. What could be better?”

– Tim Franklin, Senior Associate Dean at Northwestern’s Medill School of Journalism, Media, Integrated Marketing Communications. 

Sources:

Article. Forbes. How To Deliver The Most Value With A Company Newsletter: 15 Savvy Tips. https://www.forbes.com/sites/forbescoachescouncil/2020/11/25/how-to-deliver-the-most-value-with-a-company-newsletter-15-savvy-tips/?sh=1a2c3ead69bd

https://markmanson.net/breakthrough

https://www.daniel-wong.com/

 

Article. Jacob, M. Northwestern Local News Initiative.
8 Reasons Why Email Newsletters Are a Game-Changer for Local News. https://localnewsinitiative.northwestern.edu/posts/2020/11/09/newsletters-eight-reasons-why/

 

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