A momentous decision from Qube…

We've made a momentous decision at Qube. Well, when I say momentous, I mean… well, kind of important. To us anyway. Although,  I think it's indicative of our view of the web marketing industry as a whole.

Our email newsletter is going quarterly instead of monthly. Now, before you switch off and start running around 'who cares' land with your arms flailing, I'd like to explain our reasoning.

Qube Newsletter

In short, creating an email newsletter is time consuming and for our business – and it's not the same for everyone, but we know our target audience – our time can be better spent in other forms of online engagement.

Everyone at Qube Media is spending more and more time conversing with the professional and personal communities we're involved with online. After all,  that's the expertise our clients are buying from us.

Don't get me wrong, email newsletters do still serve an important function – that's why we're not stopping sending one altogether. They act as a reminder to interested (and potentially interested) parties that you're still out there, doing what you do – in our case, social media marketing.

They allow you to share information of value with your audience. But let's face it, how many of us have signed up to a million newsletters? How many of those do we actually read?

It's not about whether they are interesting or relevant – at Qube, we work hard to make sure ours is. It's just a matter of fact that you're busy. I'm busy. We're all busy. A monthly newsletter just seems like overkill – a quarterly one is just enough to remind people we're out there and what we do.

In the meantime, we'll spend out time twittering and blogging and forum posting and continuing to develop the high expertise of expertise our clients have come to expect from us.

Momentous, maybe not. But it feels right to us. What do you think? Are we wrong?

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3 Responses to “A momentous decision from Qube…”

  1. It’s a tricky one, isn’t it – on the one-hand the email newsletter’s have generated business for us a number of times, on the other they take up days of our time we could be spending on work for our clients.
    Given the area we work in I think going quarterly and continuing to spend time engaging with the community in other ways is the best solution.

  2. One idea we’ve had to tackle this problem is to automatically create a digest of some of our tweets and blog posts. That could then be edited in about 10 minutes prior to sending it each month.
    Unfortunately we’ve not yet found the time to build the tool to do it. 🙂 We’ll let you know if that changes.

  3. Jonathan – tool sounds really interesting and would be a great way of communicating the thoughts and conversations we’ve been having each month, rather than a standard newsletter.
    Keep us posted on the development of the tool… 🙂

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