Commentary
The Graveyard Of Email Newsletters? People Don't Always Read Them, Study Shows
- by Ray Schultz , Columnist, August 14, 2019
Maybe we shouldn’t let you in on this, dear reader. But people don’t always read the email newsletters they subscribe to.
Instead, 55% scan the headlines before reading anything, and 20% read nothing at all, according to Survey: How Audiences View Content Marketing, a study by Blue Fountain Media.
Of …
Interesting data, Ray. And it has the ring of truth.
However, let me take exception to the bland statement of the 'broader trend' — that “consumers have grown cautious of blindly accepting online content as Gospel'.
Of course, they have because just because content is delivered 'online' doesn't make it valuable. But our experience as a publisher of a number of newsletters delivered online, comes back to the verification of the old adage, that if you give them a better mousetrap, they will beat a path to your door.
Our problem as marketers is we all too often allow the 'marketing' to become more important than the non-marketing content and turn off customers who, satisfied with splendid content will be receptive to the marketing that supports it.