Even though I think email marketing is still one of the best ways to stay in front of prospects and clients (and I love MyEmma.com as an email marketing service, especially if you take advantage of our 20% discount, I am moving away from recommending that you send out an email newsletter.
Instead, I am recommending an un-newsletter.
You see, the word "newsletter" seems to trip people up. It takes too long to write and too long to read. The "un-newsletter" is much shorter, doesn't require a lot of reading or writing (sometimes just a couple lines and a link to more, for those who want it) and still serves the main purpose: to remind everyone that you're out here and available to help.
My own newsletter, Quick Tips from Marketing Mentor, is gradually becoming an un-newsletter too. (If you don't already get that, you can sign up here: http://www.marketing-mentortips.com/)
What do you think about this idea of an "un-newsletter?"
I actually happen to like reading everything that comes from Marketing Mentor. And while I don't always have time to go over lenghty pieces in detail, when they're long, I do save them for later. I find that one can always "make" the time for important things.
Going back to your 4/15 post about Twitter "Is Social Media Dangerous?", it has made me think that by shortening our communications to tinier and tinier bits to adjust to people's ever shrinking attention spans, we might be becoming less verbal, which is a little scary.
So as far as your newsletter is concerned, while I appreciate succint messages, as long as the information is good, I never mind the length. In fact, I find it quite inspiring and always welcome it in my inbox.
Posted by: Natalia | May 13, 2009 at 12:44 PM
Seems to me that you're quite right to re-name it, so that people will think about what they're doing (and WHY!) a little differently.
If you see a lot of folks who get so hung up on writing their e-letter that they're not getting it out ... well, that's a big problem.
(Not even counting in the idea that something that much fussed over might annoy the Universe so much that no one will read it.)
Seems to me that most e-letters should be super-breezy existence reminders ... even if the recipient never opens it, they see you're in their "InBox" and know you're still around.
If it's more than 200 words or takes more than 1/2 hour a month ... the sender should rethink, IMHO.
(Good question/post!)
Posted by: TurtleBlueBird | May 13, 2009 at 02:15 PM
You'll forgive me if I (almost) completely disagree!
As you know, I'm a fan of the content-rich newsletter that gives and gives. I like reading them from other people--they make me favorably disposed to the sender; and I like writing them. Which is good, because they take a looooong time: upwards of six hours per, TurtleBlueBird!
I see the value in short, useful newsletters, too. Or "un-newsletters," as you're calling them. I think the key is utility. If you're clearly just sending something out to remind me you're there, it'll remind me just long enough to unsubscribe.
Am I a hard-a**? You betcha! But believe me, I apply the same standards or higher to myself.
Posted by: the communicatrix | May 13, 2009 at 03:05 PM
SIX HOURS PER?
Impressive time spent, and impressive standards. BUT could that be part of why your last couple of posts here were about being overwhelmed?
Posted by: Rachel | May 13, 2009 at 05:17 PM
I have to say, for someone like me, I don't think I'd have the patience of the motivation to write a "newsletter" every month, but an "un-newsletter" I could probably handle.
I love reading Colleen's newsletters, and also Marketing Mentor's, whether they are long or short. I'm a fan of content, but when it comes to ME having to commit to writing something each month for MY business (instead of my clients), short seems a lot more doable.
Colleen has a gifted mind that is always creating new ideas, and a long newsletter allows her to display and express them better. I could see others sitting at their computers being totally overwhelmed at the idea of creating something like that. But a few sentences or paragraphs? That might be possible, for them.
I think something quick and smart can often be as effective as something longer and more in depth.
And guess what? I just checked my marketing plan, and it says it's time to create a newsletter in July! It will be easier for me to get involved in this process knowing I can write an "un-newsletter."
Posted by: Deidre | May 14, 2009 at 07:16 AM
I love the idea! I think you are right that newsletters can be too long to write and read (for many people), making both the sender and the recipient unhappy. I think the un-newsletter (needs a quippier name :-) ) would be of more value to both parties, really getting at the heart of what you want to communicate. I know personally, I haven't written one because I don't want to blather on about nothing that clients don't care about. That said, there are people and professions who may benefit from a longer newsletter, and to them I say, if it's useful and your clients like it ... go for it. Thanks for the idea.
The newsletter challenged, but un-newsletter inspired
Posted by: Julie | May 14, 2009 at 12:23 PM
You all make excellent points, which means we each have to decide for ourselves, as writers of these materials, how much to write.
I am definitely leaning toward less, mostly because I need to continue to simplify. Plus, it doesn't hurt to leave them (you) wanting more.
Posted by: Ilise Benun | May 14, 2009 at 03:10 PM
Rachel - Definitely! :-)
Well, definitely when I heap that on top of a whole lot of other activities. Six hours per newsletter isn't too bad when you break it out over the course of a month. And since building my list is of paramount importance, and since the newsletter as-is draws in the widest range of readers, it's worth it.
Plus, I'll be honest: writing and pulling together all the material make take a long time, but for the most part, it's incredibly enjoyable for me, and I think that shows in both the newsletter itself (which is about as far from a traditional "news"-letter as you can get) and in the growth of my subscriber base.
Believe me, I've already identified the parts of assembly I find heinous; they'll be the first thing I hand over to an assistant when I finally get one.
Posted by: the communicatrix | May 17, 2009 at 10:06 PM
LOVE IT! This is what has been tripping me up. Thank you for telling me it does not have to be perfect before I send it!
I don't have time to read full email newsletters, why would I think my clients do? I want to know who you are, and how you can help.
So, get in, inform/help, get out. Brilliant! Thank you Ilise!
Posted by: Clint | February 24, 2010 at 08:33 AM
Maybe calling it a 'news-note' instead of an 'un-newsletter'would have a more positive ring to it :).
Posted by: Carey Kirkella | February 24, 2010 at 10:01 AM
I believe there's a place for both.
Say for example you've built a subscriber base accustomed to newsletters with an article length of 300-500 words. There could be risk in cutting it back to snippets of info. This is the format I use for my prospects that work at a nonprofit and are responsible for fundraising.
But there are times when snippets are absolutely the right way to go (i.e., your un-newsletter). This is the format I use for my prospects that work at an agency and hire freelance copywriters for their nonprofit clients.
No one-size-fits-all answer. Tailor to your own market and what you can consistently support.
Posted by: Karen Zapp, copywriter | February 24, 2010 at 11:51 AM
I think as long as you're delivering unique and valuable content somewhere it's OK (for instance, that newsletter may be short and 'un-' but there should be a longer article on the web that continues the thought).
But to totally shorten it to a snippet means people won't see the value in it eventually.
But the better question is, how is it working for YOU, Ilise? want to share some stats that are changing your mind towards the un-newsletter?
Ours take five+ hours too, but many hands make light work. I write, one of our partners edits, and her retired mom, a terrific proofreader, edits it further!
some solopreneurs might not be able to do this, but you could always collaborate with another comparable business (e.g. photographer with designer, etc.) and edit each other's?
Posted by: Ann Siegle | February 24, 2010 at 03:05 PM
It does work for me, Ann, and the reason I try to keep it short is because the feedback I get from readers is that's makes them read it right away -- and that is what I want. So short works well for me.
I save the long writing for the articles and books I get paid to write.
I do like the idea of collaborating also, although I rarely see it actually work in real life.
Posted by: Ilise Benun | February 24, 2010 at 04:43 PM