Thursday, October 15, 2020

Marketing, News

What eNewsletters Do We Actually Read?

There’s always a moment of panic when I get back to my desk after just an hour in a meeting and see that there are 20+ unread emails in my inbox. It’s a brief moment, however, once I look at these emails and realize that most of these are marketing, promotional or sales emails that I can quickly disregard.

Yesterday alone, I received over 30 eNewsletters or eBlasts from various industry and media outlets. I have a rule set up in my inbox to automatically move these types of emails into a specific folder, and I receive so many that there are still plenty that find their way to my primary inbox. I don’t even know what half of them are, or how I got signed up for them. I know I am not alone in this.

It begs the question: what trade or industry emails do I actually read; do I actually seek out; do I actually look forward to reading? There are three that meet that criteria, for me:

Seth’s Blog. Entrepreneur Seth Godin’s daily email is delightfully thought-provoking and mercifully brief. He shares his thoughts and wisdom in a colloquial, conversational tone, and they are usually both useful and applicable. Of course, he sprinkles in some sales and promotional content from time to time, as the best marketers do, but the ratio of content to promotion is high enough to not annoy. Sign up here.

Chartr | Data Storytelling. Chartr delivers what they call “visual snacks” and data stories weekly on Wednesdays and Fridays. Their charts are reliably sourced, clear and easy to understand but most importantly: interesting. Recently they analyzed stock increases for Zoom as compared to Slack, how streaming audio is saving the music industry, and the geographic distribution of the wealthiest people on Earth. Even non-data nerds will appreciate the interesting, easy-to-digest tidbits.

eMarketer. Even though much of eMarketer’s content is behind the paywall, there is still a wealth of charts, graphs and data available for free on digital marketing topics in their daily eNewsletter. From time spent with media, to marketing trends, social media and more, the eMarketer Daily offers daily insights that can be quickly skimmed to find the content that is most pertinent to you.

I invite you to introspect on this topic the next time your inbox seems jammed up. What eNewsletters and eBlasts do you actually care to read? Keep those and maybe unsubscribe from the rest!


Todd Steen
Kristie GraySmith
Jackson offices