Newsletters - picking right tools and technologies
Freewheeling Chats on Content Workflows
Newsletters - picking right tools and technologies:
The following sub-topics were discussed:
Newsletter is the latest publishing trend. Hobbyists, design and marketing agencies, writers, and non-profit organisations are either launching newsletters or have already launched them. Newsletters are precursor to newspapers. Though, they have adapted with new tools and technologies. Doing the right newsletter is about six things.
In the 16th century, newsletters started as publication to inform friends, trading community, and the citizens about specific issues and topics. Sales promotion newsletters or catalogues aim to sell more merchandise. They gave birth to e-commerce and online ads.
Audience building newsletters help in increasing the visits to a destination website. Creative writing newsletters aim to bypass the intermediary to publish directly for the readers. Brands and organisations send informational newsletters with updates about their present and future. New technology has enabled sequential mailing for educational courses. They are drip newsletters. Before picking up the type of newsletter, it is important to define the audience and the objectives.
Know more: 60 newsletters
If you do not know where you are going, any road will take you there. Before starting a newsletter it is important to understand the audience and define a clear objective. Understanding the needs and behaviour of the audience is always helpful. Once the audience is clear, defining a specific outcome is easy. For example the marketing objective can be to increase awareness for the Third Wave specialty coffee. Media businesses such as NDTV would want to increase readership for its website. Non-profits will use newsletter for building the community and outreach. Existing content websites will re-purpose published articles to engage their readers.
Learn: POST method of defining objectives.
Knowing the audience and objectives are half the battle. The other half is right content strategy along with the tools and technologies. Information newsletters will involve different content types such as a note, calendars, tables and forms. Service providers, such as Mailchimp, are useful for such newsletters. Substack is suitable for creative writers or news professionals, who prefer writing longer newsletters. Non-profits may prefer customizing the templates as per their niche audience. The key elements are:
Newsletters can’t be discovered as websites allow. Newsletters are easier to send than an article on the blog or a content piece on the website. They are easy to read digests, whereas blogs allow the freedom to explore the entire content on the website. Experts suggest to keep a mix of two. Websites act as online archive. Websites also enable custom integration of tools unlike newsletter platforms as the service provider has the final say.
Skift, a travel media brand manages more than six newsletters along with a destination website. Paul Writer, a B2B marketing agency, maintains a blog and a nine-year old newsletter.
Worth your time: Content Web chat about Website-social media/SEO
Most service providers such as Mailchimp, Campaign Monitor, Constant Contact etc, claim to provide all the features. Picking the right tool depends on the following factors.
The hosts and curators for this session were Souvik Das Gupta and Abhishek Rai.
Details about previous freewheeling chats are here: https://hasgeek.com/metarefresh/content-web/ https://hasgeek.com/metarefresh/content-web-session-5/ and https://hasgeek.com/metarefresh/think-before-you-godaddy/
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About Content Web freewheeling chats: This space is all about the good ol’ websites that we’ve been designing and publishing for decades. Online publishing, marketing websites and the likes have always been on the rise. And so have the supporting tools, technologies and techniques for website publishing and content management. The practices of web design, development and content publishing have grown in complexity much faster than the spaces available to discuss them (esp. if you don’t want to get sucked into the constant buzz around JS frameworks, web applications or product development). In this space we plan to stay focussed on content publishing, web design, web development and the business around it.