Like many of you out there, I have a bit of technolust. I like gadgets. I own a modest collection of tech gear, and I have a drawer full of retired power cords and adapters, but more to the point, I like to be in the know about the new stuff. The gizmos and thingamajigs that push the envelope or hint at cool features that might just become mainstream. Of course most don’t, but that is part of what makes it interesting. So for these reasons one of the few newsletter that I used to look forward to appearing in my email inbox was the eye-jolting green missive put together by Luigi Lugmayr & company over at I4U. It was a newsletter that did a great job of sticking to their mission – they brought you the new stuff. It felt more informative than sales-y. Like I might actually have the jump on other nerdy friends when it came to discussion of cool new laptops or innovative portable electronics. Well imagine my surprise when instead of their usual array of thumbnails of interesting gadgets I received this note:
Hello I4U News Readers,
This is our last weekly I4U Newsletter. We feel that email newsletters have had there time and are not the preferred way anymore to receive our news.
Thank you for being a subscriber and I hope you will continue to read I4U News for you daily technology news and shopping tips.Please consider to follow us on Twitter and subscribing to our RSS feed.
I mean what’s going on here? The company is continuing on, but the newsletter is going away? Is this a sign of new marketing truths from a progressive company that has always had it’s eye on the future? Or is this a last gasp of a failed campaign? Perhaps they got the reach, but couldn’t convert the readers, or maybe the readers simply stopped opening it because we’re all so flooded these days with a zillion more newsletters than ever before.
So why do I care, and why should you? It’s not because I thought that this newsletter was cool – that’s too subjective. It’s the mystery that gets me. It doesn’t cost much to put out an e-newsletter, especially if you’re already aggregating the content for other purposes, which is exactly what I4U does. So it’s cheap to produce, and VERY measurable. That’s something we like in the marketing department. That’s why there is such a glut of newsletters heading your way everyday. We get to measure what happens: we know what gets opened, we know if you click, and if we’ve planned our landing pages right we know if that click led to a conversion. These things make a marketer get up early in the morning with a big smile, because what you measure you can tune.
But I4U is throwing in the towel on its newsletter contender. How low does the threshold of response have to dip to make the superior measurement ability not worth the effort? Have they found equal or better measurement through Twitter and RSS? I want to know and unless you’ve got unlimited time and resources for your marketing department, you should want to know too.
Talk, Talk, Talk, Draw, Draw, Draw
Wow, it feels like I just started podcasting and I’m already up to episode number, now wait a second, let me get my calculator, tap… tap.. tap.., carry the one, oh yeah there it is – episode three! I know, big milestone right? But it is a big transition to go from “I’m thinking about starting a podcast” to actually have guests planned in advance – it’s exciting too! Especially when you’ve got some interesting guests on deck – and I do 😉
Tomorrow is going to be cool Julie Stuart will be joining me for episode 3 – Julie has a very cool and unique job: she is a visual facilitator, in other words she makes ideas visible. Combine the skills of a meeting facilitator, an illustrator and a mind-mapper – mix them all up with a big smile and you’re getting into Julie’s territory. When I first stumbled across her website I was wowed – I had never heard of anyone doing a job like that before! It takes talent to draw, to move ideas into images, and a lot of people with that talent would run screaming from the room if you asked them to draw while standing in the middle of a room full of people – not to mention a room full of high-powered executives. Julie’s created a brand for herself that is not only unique, but highly effective – she’s notched clients like the CDC, GE Energy, ConAgra and the National Wildlife Federation. You better believe I’m going to ask how she’s taken her talents and woven them into such an effective brand story. You don’t want to miss this one!
For those of you not familiar with Blog Talk Radio, the show is presented live and you can call in with questions. Shortly after the show is done the recording is available to download or stream at your convenience. My show is live Mondays at 10:30am EST http://www.blogtalkradio.com/david-cohen and the Call-in Number if you want to ask a question is (347) 989-8132. I hope you’ll chime in!