The quickest way to get in front of a newsletter audience is to buy an advertising slot within the newsletter.
This might discourage companies to get involved in the world of newsletters, but in doing so, they would be missing a major opportunity to connect with investors. Newsletters tend to be a more intimate form of communication than most blogs or social media because you have to actively subscribe to receive them and their contents are often not discoverable through search engines. Exclusive–36% of investors cited a source that no other investor mentioned, indicating there is a sizable amount of newsletter activity that happens more privately or on a subscription basis.Sector-centric–Newsletters squarely focused on a particular industry or vertical, providing timely analysis on the latest developments with a deep understanding of the industry.These news outlets have stepped up to meet the demand for newsletters in a big way, with each of these outlets publishing over 30 separate newsletters on a weekly or daily basis. Established Financial Outlets–newsletters by trusted financial publications such as Bloomberg and Wall Street Journal.We know investors are reading newsletters and trust what it’s in them, but what exactly are they reading? We can break this down into three categories: When we asked investors about trust, newsletters emerged as one of the most trusted ways to reach investors online. The answer is likely in how much (or how little) trust investors place in these platforms. One might look at this data and wonder why newsletters outrank large platforms such as Wikipedia, Twitter, and LinkedIn when it comes to use by investors. Trust is a Key Ingredient in Driving Investor Usage
While the use of newsletters is noticeable in across many user segments, Brunswick’s research shows that investors are also relying on newsletters for curated information. We’ve also seen great innovation in newsletters, with a more intentional approach to design and tone. In response to this, we’ve seen a renaissance in the adoption of e-mail newsletters in the last few years, as people aim to take control of their content sources. This phenomenon is compounded by algorithms designed to show you posts that platforms think you want to see.
E-mail Newsletters Give Control Back to UsersĪs we accumulate more content sources over time, our social media feeds become unwieldy. But the Internet is a big place and as companies look to reach their most important stakeholders, it's worth asking the question– where is your audience spending its time? In this article, we take a close look at digital usage by a key audience for many corporates– investors and we dive deep into their use of e-mail newsletters as a trusted source of information. While the shift has been underway for years, COVID-19 has further emphasized the extent to which people increasingly rely on the Internet for information over analog forms of communication.
0 kommentar(er)
