When a Newsletter Becomes a Nuisance

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If you have a business and you own a laptop, chances are good you publish an email newsletter. Newsletters have become an essential part of content marketing strategies for all types of business. It’s no mystery why, either. With services like Constant Contact and the dozens of others, creating and distributing desktop newsletters can literally take minutes. Plus, thanks to smartphones and tablets, recent research finds that people are actually reading and interacting with newsletters. But newsletters can quickly become a nightmare if not handled correctly.

Last week, Twitter announced it was going to start sending a weekly “People You May Know” newsletter. Twitter described it like this:

This weekly email highlights a handful of people you may know who use Twitter. You can choose to follow any of the suggested people and you can find more people you may know on twitter.com. Suggestions are based on signals like who your friends follow and the contact information imported by people you know. For example, if several people you know follow someone, you may also know them and want to follow them too. There’s no telling who you might find on Twitter, so open this weekly message for an ongoing source of great accounts to follow.

Twitter subscribers, judging by blog comments, are less than thrilled. Twitter already notoriously sends its users tons of email newsletters and the arrival of yet another one seems like total overkill. Sure, you can go through and edit what type of email notifications you receive from Twitter and that’s easy enough to do. But an email newsletter shouldn’t be the kind of thing our clients and followers find to be a pain in the neck. The email newsletters that get opened and devoured like those from Fab, Amazon and LivingSocial are rich in content and filled with the kind of products, photos and articles that make readers open before deleting.

In short, we don’t want to create more cyber garbage and we really don’t want to tick our clients off, so why not make newsletters that are a joy to read instead of a nightmare to see in our inboxes?

So, dear readers, tell us which newsletters you get from brands that you love? And while you’re at it, tell us the ones that drive you crazy, too!

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