Press enter to see results or esc to cancel.

The Edge.Email #25 – How your computer sees an email

Welcome to the weekly newsletter from The Edge Group. The goal of each edition is to help you think differently about B2B content. If you know anyone who might enjoy this email, please have them sign up here.


1. NAME THAT TUNE

We’re going to present a few commercials below. Please listen carefully. Does anything sound oddly consistent?

They’re all the work of composer Steven Gutheinz, an LA-based composer, who has mastered the art of eliciting emotion via steadily rising piano refrains. Using this formula, he makes you feel something about subjects as dry as spreadsheeting software.

A great story from Popular Mechanics on the world of licensed “synch”.


2. VOICE

The do’s and don’ts of tone-of-voice when writing an editorial newsletter

A fantastic piece from newsletter expert Liza Jansen that echoes some of the most fundamental rules of newlsettering we swear by:


3. INFRASTRUCTURE

How Email Messages Work

A technical breakdown of what a computer “sees” when you send an email.


4. CADENCE

The “Blockbuster Content” approach is the idea that instead of thinking like a newspaper publisher, marketers should focus their energy on a few epic pieces. Even if your content operation doesn’t consciously follow this framework, many teams expend their energies on the few, and ignore or automate the slew of daily social media posts and email communications. Pay attention to those.

Josh Brown, aka The Reformed Broker, provided a really smart take on the above debate in the context of investment newsletters. As a reader of this edition, you’re likely familiar with Warren Buffett’s famed shareholder letters, or maybe Jeff Bezos’s yearly letter. This genre of infrequent, all-encompassing masterpiece has come to be closely associated with many of our greatest minds.

We are the first to argue for thoughtful content and enjoy nothing more than a 5,000 word deep-dive, but we’re not Buffett or Bezos. Brown argues the battlefield for the rest of us is in the trenches of regular, conversational communication. Deliver value on an ongoing basis and help your readers make sense of the world. He lays out this case in the context of financial services, and the lessons can be applied to any industry.

P.S. We love obsessing over design, but sometimes it’s worth remembering Berkshire Hathaway has a $500 billion market cap, and this is their website:


5. 🤓


6. A NEWSLETTER

We spend hundreds of collective hours reading, studying and creating newsletters. To see a gallery of our favorites, and what makes them so good, go to TheEdge.Email. Each week we’ll recommend one of our favorites. 

CNN’s Brian Stelter has one of the best media industry newsletters around. It’s the perfect complement (or substitute) to his weekly show. As a testament to how newsletters can deliver a strong human connection, we noticed this tweet the other day promoting the latest edition.


7. A VIDEO

We are huge believers in interactive video (if you have a few hours, watch Bandersnatch on Netflix, if you have a few minutes, watch this from Eko Interactive).

For a good example of a brand working to bring interactive video to life, IBM released this choose-your-own-adventure movie of an engineer racing to save a city from a blackout…leveraging IBM cloud infrastructure along the way.