Many businesses periodically send newsletters by postal mail to keep subscribers current on their affairs or industry-related news, for the objective of maintaining a faithful customer base to whom they can market additional products or services. With pervasive usage of the internet for information dissemination, and with RSS News Feeds gaining momentum as a strong online communication tool, one must ask whether businesses are now better served by publishing news feeds instead of newsletters.
You can find obvious convenience factors that favor publishing news feeds over newsletters: No newsletter design delays or expenses, no printing delays, no printing costs, no postage costs, no mailing lists. But are news feeds more efficient than newsletters in delivering the message? And in that case, can anyone with essentially no understanding of news feeds and with computer skills limited to sending email and browsing the internet actually publish a news feed by themselves?
Putting aside well-known advantages of news feeds listed above, a significant question to ask when evaluating effectiveness of the newsletter versus the newz feed is whether the data is time-sensitive. If the business enterprise is publishing information regarding such topics since the stock market, real estate, investments, weather, services or services, competitive analyses, product catalogs and prices (and you can probably add more to the list), the potency of the newsletter dramatically diminishes since the delay involving the “event” and the delivery of the data about the event increases. In case a newsletter is published every three months, on average the data is six weeks old! And it’s not merely that the data arrives too late to be crucial that you the recipient, but additionally because recipients will come to know the newsletter is irrelevant for their affairs and tune out. Unfortunately, that means it will undoubtedly be regarded as junk mail and tossed to the trash without opening. Why would I care about an investment opportunity if, by the full time I receive that advice, it’s too late to behave on it? (At my post office, a recycle bin is provided in the lobby so you can conveniently toss away your junk mail without even taking it home.)
Recognizing this time-sensitivity problem, businesses have now been depending more and more on email broadcasting to a request list. You’ve seen the come-on — “Subscribe for our email list “.Even when one does reluctantly submit their current email address to those hopefully-private lists, spam filters will often trash that email, and for the email that does cope with (and all of us understand how effective spammers have become), the email from the legitimate businesses usually gets lost amidst all that spam. Just what exactly does it matter if the business enterprise has avoided the development, distribution, and delay problems connected with newsletters by using email, if ultimately the message never extends to welcoming ears.
News feeds effectively overcome the shortfalls of newsletters and email broadcasts. With news feeds, nothing is ever printed or emailed, and the news feed is instantly available online. Recipients can volunteer to receive the data with out it “pushed” at them, so there is no sense of spamming connected with news feeds. The audience for the data can receive that information at their convenience and can receive alerts or “signals” whenever new information is published. As an example, if you were interested in listening in on investment advice from a counselor who publishes a news feed, you can sign up for that news feed – without giving your current email address away – and whenever new information is published, you can receive a sign and operate on that information in real time. Imagine … literally within minutes after the advice is published, you can read and act upon that new information.
If your intention is to spam – in other words, to send unsolicited information to others with the intent of gaining some advantage – than news feeds are not for you. Your targets will not listen in to news feeds that don’t interest them! Spammers are stuck with email and mass mailings with the hope that recipients will accidentally open the spam and get teased to the proposition by the seduction of the message.Read More