“Email is going to be replaced by [fill in the blank].”
That’s a repetitive riff I’ve heard for the last twenty years, as I’ve worked with brands on email and marketing automation campaigns. Email is infuriating and intrusive and there are good reasons to wish it would disappear. And there were times I could see it happening. But now, in 2019, there are better reasons it won’t and shouldn’t. That could change (I’ve replaced a lot of email with Slack), but I’m a believer in focusing on the here and now, and what resonates with people today. Email resonates.
Email is a cost-effective sales tool, but I’m going to put that aside for the moment. A sweet spot for email is delivering timely, useful, educational or thought-provoking commentary in a measured way. Social media is all hyperactivity and reaction; email can stand apart from that and project an air of authority and thoughtfulness. Done well, it leverages sound editorial judgment and focuses on what’s right for the brand, without just responding to the daily zeitgeist.
Content varies from newsletter to newsletter, but the best have one thing in common: A strong point of view. Content is an expression of a set of values that are constant from issue to issue. That’s why editorial judgment is so important–knowing what to cut is as important as deciding what to include. What ends up in great, compelling newsletters can be delightfully varied. There are case studies; updates that pull back the curtain on projects, products and processes; and, unexpected perspectives on widely shared stories. Often, narrow focus creates a deeply invested audience.
A few examples
I’m not suggesting any of these will line up with your interests, but these newsletters fit the model I’ve described and are part of my media diet.
Studio D Radar shares perspectives from a design, research and strategy consultancy that works in out-of-the-way places, on under-the-radar projects around the planet.
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Craig Mod is a thinker and innovator in print and digital publishing. In his weekly newsletter Ridgeline he shares thoughts about walking, art and photography.
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