According to a recent study by Quartz, newsletters are the preferred source of news for captains of industry regardless of the sector. In other words, executives, managing directors and all people in leadership roles appear to prefer the tradition newsletter format to digital new and social sharing on sites like Twitter, LinkedIn or Facebook. Surprised? I know I was.
For some time now, many of us in the industry believed that informational emails had one the way of the Dodo and, although this may be the case when writing to an audience of consumers, it seems to be quite he opposite if your intended audience are decision makers at the top of the food chain. With that caveat, don’t expect to garner the same results by sharing niche news with subscribers to your deep discount mailing list unless you want to see a spike in your unsubscribes. So what do the numbers say?
The Case for Email
The study, which was made up of a group of 940 executives, found that sixty percent of them turned to an email newsletters as one of their first three sources of information for news in the morning. And, when it comes to sharing that news, email beat out Twitter, Facebook and LinkedIn by a hefty margin. In fact 80% of executives chose to share news they thought was interesting or useful via email.
What does that for you? Well, if you’re an email marketer or content professional you should take heart and take heed because the results of the study make a clear case for what you should be writing and when you should be sending it if your audience fits the description of a business leader (the study points out that the term executive really means anyone in a decision making role at a company). Although there is a lot more to the study and a great analysis has been done by Justin Ellis which I recommend highly, the takeaway for us is sweet and simple:
Take the time to understand the industry you’re writing for and provide valuable, journalistic coverage (forget sales lettters at this point).
Schedule your emails to hit your subscribers inboxes early in the morning so that it is one of the first items they see.
Make your email easily shareable via email and, of course, the usual social suspects.
Ensure that your email works well in mobile devices (most platforms optimize your sends automatically but just double-check).
So, with the numbers well in hand you can confidently return to writing great content that will be shared by people who actually act on the information you provide. Use your new found powers wisely and have a great week!