There is absolutely no doubt that the creation and online circulation of customer-facing newsletters has had until fairly recently a tremendous impact as an effective method of keeping customers up-to-date and informed about an organisation’s business activities.
However, online newsletters and increasingly email marketing campaigns are facing an uphill struggle in adapting to the rapid domination of the smartphone as the ‘go-to’ communication technology in constant everyday use by businesses and consumers alike!
About 3 in 5 consumers check their email on the go (mobile) and 75% say they use their smart-phones most often to check email. – Fluent “The Inbox report, Consumer perceptions of email” (2018)
If these developments aren’t staggering enough further disrupter technologies such as AI, Automation and critically Hyper Personalisation will force marketers to rethink how best to interactively communicate at all points on the customer journey when the very technologies themselves will start to shape and redefine messages and content!
In the face of these fluid and dynamic market realities, traditional on-line Newsletters suffer from a number of restraints and inefficiencies:
Invariably busy viewers just don’t bother to make the effort and the result – an unread or worse deleted communication!
Coupled to these challenges are of course those normal issues that face any newsletter creator:
Communicating news and information remains as vital as always – the key is to embrace current technologies while constantly exploring the next developments.