Tim Cigelske beschreibt auf Mediashift, wie die Verlags- und Medienbranche E‑Mail Marketing (neu) entdeckt hat:
Kelsey Weekman was getting bored by Facebook and Twitter. As the online managing editor at The Daily Tar Heel, she uses social media to distribute the stories of the University of North Carolina student newspaper. But after using the same channels for years, crafting posts for social media started to feel stale and formulaic.
And then, the daily email newsletter theSkimm took off in popularity among her peers, as well as in other campuses. […]
Suddenly, email was hip.
Plötzlich ist ein E‑Mail-Newsletter bei Stundenten angesagt, während viel gehypte News-Apps wieder von der Bildfläche verschwinden:
But email newsletters aren’t just an experiment in college newsrooms. Over the last few years, several news apps have come and gone, including Circa, Zite, Trov and Pulse. But email has persisted. […]
“I’ve been beating my head against a wall for the last two years trying to make a news app experience work, and despite great reviews, I’ve failed,” he wrote on Medium. “So, we’re giving up on the Inside.com App and focusing 100% of our efforts on a medium that’s resulting in much better engagement — email!”
Tim weist auch darauf hin, welchen Stellenwert E‑Mail Marketing mittlerweile für “social media-driven sites” wie BuzzFeed hat (siehe hierzu auch: “Wie Buzzfeed mit E‑Mail Marketing das Wachstum vorantreibt”):
Email is an integral strategy for driving traffic even at cutting edge social media-driven sites, such as BuzzFeed.
“For media websites, a well-done newsletter can be a crucial source of traffic,” writes BuzzFeed News Reporter Katie Notopoulos. “Consider this: The amount of traffic BuzzFeeds gets from our newsletters is almost as much as we get from Twitter. Not just our own Twitter account, but all of Twitter.”
Bildnachweis Titelgrafik: Justin Morgan / Unsplash
