“How relevant do you feel newsletters e-mailed to customers are today compared to a year ago?”
Are people still reading newsletters sent via e-mail as much as they used to, or is this communication vehicle now in slow long-term decline as people spend time elsewhere (Facebook, Twitter etc)? Should we be spending more or less effort producing newsletters in the future?
Total number of responses = 10
A.More relevant = 2
B.About the same = 5
C.Less relevant = 2
D.Don’t know = 1
Response 1:
I think it depends on your audience. Some customers still aren’t comfortable receiving business information in this way. They may not use these social networking technologies on a personal basis, let alone when it comes to business. I would also imagine that it would depend on whether your audience is B-to-B versus consumer. I would imagine a consumer would be more likely (and would expect) to view information about products through social networks than perhaps a B-to-B customer would be
-Communications, Manufacturing
Response 2:
Newsletters allow a subscriber to receive and read topical information at their leisure, rather than searching for relevant content. We find syndication of newsletters specific to a solution or interest area are valuable tools to add new contacts. Subscribers are more likely to give us further detail on preferred topics, allowing better relationship management. We find them more relevant than last year.
-Denise Beckmann, IBM Corporation
Response 3:
We have launched a Distributor Portal earlier this year and do send out Newsletter notifications to a targeted audience on a regular basis.We clearly measured a response up till 75%; meaning that the targeted people do consult the Newsletter @ the concerned portal and that this is even a great occasion to further “explore” other content at the portal.
-EMEA Distribution Manager, Health Products & Services
-Source: Marketing Leadership Council
