Various organisations periodically send ezines by postal mail to keep subscribers current on their affairs or industry-related news, for the goal of maintaining a dedicated customer base who they can market additional products or services. With pervasive use of the internet for facts dissemination, and with RSS News Passes gaining momentum as a powerful online communication tool, one needs to ask whether businesses are now better served by creating news feeds in place of newsletters. Daily Scanner
There are evident convenience factors that favor publishing news passes over newsletters: No e-zine design delays or bills, no printing delays, no printing costs, no nearly all costs, no mailing email lists. But are news passes more effective than notifications in delivering the communication? And if so, can anyone with essentially no knowledge of news bottles and with computer skills limited to sending email and browsing the internet actually publish a reports feast upon their own?
Adding aside the evident features of news feeds listed above, an question to ask when evaluating effectiveness of the newsletter compared to news feed is whether the knowledge is time-sensitive. If the business is publishing information regarding such issues as the stock market, real estate, investments, weather, new products or services, competitive analyses, product catalogs and prices (and you often will add more to this list), the performance of the newsletter drastically diminishes as the wait between the “event” and the delivery of the information about the event increases. If a e-newsletter is published every 3 months, on average the information is 6 weeks old! And it’s not simply that the information arrives too late to be important to the recipient, but also because recipients will come to know the newsletter is irrelevant to their affairs and beat out. Unfortunately, that means it will be seen as spam and threw into the trash without opening. Why would My spouse and i care about an investment opportunity if, by the time I receive that advice, it’s too past due to do something on it? (At my mailbox, a recycle for cash bin is provided in the lobby so as to quickly toss away your trash mail without even taking it home. )
Realizing this time-sensitivity problem, businesses have been depending more and more on email broadcasting to a registration list. You’ve seen the come-on — “Sign up for our email list”. To many, this is viewed as volunteering to receive spam. Even when one does reluctantly fill in their email address to those hopefully-private lists, trash filters will often junk that email, and for the e-mail that will get through (and we all know how effective spammers have become), the email from the reliable businesses usually gets lost amidst all of that spam. Consequently what does it subject if the business has avoided the development, circulation, and delay problems associated with newsletters by using email, if in the end the message never gets to welcoming ear.
News feeds effectively conquer the shortfalls of ezines and email broadcasts. With news feeds, nothing is ever printed or e-mailed, and this news feed is instantly available. Recipients can volunteer to get the information without having it “pushed” at them, so you cannot find any sense of spamming associated with news feeds. The group for the information can receive that information at their convenience and can receive alerts or “signals” whenever new information is published. For example, if you were considering listening in on investment advice from an expert who publishes a reports feed, you could register to that news supply – without giving your email address away – and whenever new information is published, you could obtain a signal and operate on that information in real time. Imagine… actually within seconds after the advice is published, you could read and action after that new information.