Ten thousand e newsletters anyone?
By Rowena Horne
Recently a colleague here at Bunch wrapped up their time with us. In order not to miss any crucial comms (or free holiday offers) their emails were forwarded to me.
Just under one month later I had unsubscribed from over 100 daily, weekly, monthly newsletters, blog notifications and general email promotions. Is this level of subscription normal?
From some quick research it seems people follow on average 50-100 blogs and are signed up to a similar number of electronic newsletter type mailings.
That level of inbox traffic seems unsustainable. I found it hard to sort through ‘interesting reading’ and ‘critical act now’ type emails.
As the curators of our own news feeds stimulus from ‘outside’ is always important – outside your usual sources and channels, those who take opposing views, the competition. How do you know what you don’t know if you don’t subscribe to weekly inspiration bursts or follow the blogs of those you admire and respect, find stimulating, or want to be like?
Clearly, people are blogging and emailing because it works. It is leading to sales and engagement. However, I take comfort in the stat that 44% of direct mail is never opened and 91% of people have unsubscribed from company emails they previously opted in to.
Obviously, everyone is different but communication clarity is a key part of our way of life here at Bunch.
As a producer, I can’t help but think the key is managing this onslaught – categorizing your inbox or choosing when you can browse and when you need to knuckle down. Then the way to consume is to skim, to be attracted by a headline, subject line or picture. No wonder our concentration span is constantly contracting .
So how much is too much and what level is just right?
Which sites/blogs deliver your weekly must-have dose of inspiration? We’d love to hear from you.