Your website needs a subscription strategy: October 21, 2002 issue of New Thinking

October 21, 2002 New Thinking:
Your website needs a subscription strategy

Website content management

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Gerry McGovern

Content Critical

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October 21, 2002

Your website needs a subscription strategy

By Gerry McGovern

Every website—intranet, extranet or public website—will benefit from a subscription strategy. Subscription allows you to regularly communicate with your target readers. It allows you to establish an ongoing relationship. It is a highly efficient and cost-effective way of making sure that your message is reaching its target.

This week I spoke at User Interface East in Boston, and at a Pharmaceutical Marketing Club of Quebec breakfast in Montreal. Both were commercial engagements. I was asked to speak by people who had been long-time subscribers to this newsletter. Much of my work comes from similar subscribers.

If I had to choose between my website and my newsletter, I'd choose my newsletter. That's because my newsletter allows me to establish a consistent, long-term connection with my readers. It allows me to establish credibility.

Establishing credibility takes time. I don't think I have ever got business from someone who visited my website just once. Before people give me business, they like to get to know me. Reading my newsletter over a period of time is one way of doing that.

Subscription is not simply about selling. Let's say someone has bought your software. How about a Software Tips newsletter? This will inform them about upgrades, new releases, new ways to optimize, bug reports and fixes, etc. Keeping them informed helps them get the best out of the software they bought. It also builds loyalty.

A subscription strategy is important for your intranet. Everybody's busy. With the best will in the world, they will forget to check it up as regularly as they should. Supposing your sales reps can subscribe to a Sales Rep Bulletin? Such a newsletter can inform them of key developments they need to be aware of.

In a world where people are bombarded with information, subscription increases the chance of your message getting through. However, it is absolutely vital that when you get a subscriber you deliver them genuine value. A newsletter that is simply full of hard sell and poor quality content damages your reputation. Do it well or don't do it at all.

A recent Jakob Nielsen study of email newsletters found that:

People have "highly emotional reactions to newsletters which feel much more personal than websites."
People are "frustrated by newsletters that demanded too much of their time."
If people "keep getting unwanted newsletters, the messages will start to backfire and become regular reminders that your company is annoying."
People should be able to subscribe and unsubscribe quickly.
"People get a lot of email. They don't have time to read a lot of text." Therefore, newsletters need to be short and laid out in a simple, straightforward manner.
A regular subscription schedule is very important.
"Writing good subject lines is especially important, both to encourage users to open the newsletter and to distinguish the newsletter from spam."

A word of warning. People are drowning in spam. In an intranet, it may be okay to send a monthly What's New to all members of staff. But unless you want a reputation as a scam artist, never, ever subscribe people to a public newsletter without their agreement. Address all unsubscription problems immediately.

Always treat your subscriber with respect. Otherwise, they will treat you with contempt.

Gerry McGovern

Related links
Jakob Nielsen newsletter study

Next issue: Treat your content as an asset
Previous issue: Words make your website a success

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"Inspirational leadership" at intranet content management workshop
"Gerry's leadership at the Melcrum workshop on intranet content management
was inspirational, Edward Barnfield, Head of Research for Melcrum states.

"He covered critical areas of intranet development in an easily-accessible and passionate way, and delegate feedback showed that most people went back to the office with a drive to make a difference to their intranet."

More client feedback

Information on upcoming content management seminars and workshops

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Always treat your subscriber with respect. Otherwise, they will treat you with contempt.

Gerry McGovern's books are recommended reading at the following universities

Augustana College, United States
Brandeis University, United States
Drury University, United States
Dublin Institute of Technology, Ireland
Indiana University, United States
Monash University, Australia
Northeastern University, United States
University of Applied Sciences, Germany
University of Regina, Canada
University of Teesside, UK
Manchester Metropolitan University

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