Entries Written By Ranjan Roy
Barney Kilgore was doing Smart Brevity, complete with bullet points, summaries and a conversational tone, long before it was cool.
This is Edge heaven. The Financial Times tackles the problematic nature of trying to visualize changes in the Yield Curve.Even if you’re not into economic prognostication, the incredible content and data element relevant to this newsletter is how they use “data sonification, the aural equivalent of data visualisation.”.
We swear by Fabio Carneiro’s “1:1:1” rule: you should be able to effortlessly read an email with one eye, at one arm’s length, and properly navigate it with only one thumb (go ahead, try it with this newsletter).In the spirit of responsive design, we also wanted to share this hilarious GQ piece that addresses the scourge of people screenshotting lengthy quotes and Apple Notes in social media posts, “You are killing me with your tiny fonts”.
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.
In our last edition, 50% of you would’ve received the subject line “Augmented Reality Emails”. For some reason, some people really hated that. It sparked the highest level of unsubscribe activity we’ve seen (including a number of newsletter demigods breaking up with us).
Litmus surveyed 500 marketers and found a “lack of quality data” and “poor coordination between email marketing and other departments” were the top challenges (talk to us how to start solving these problems). Amen!A few of our favorite lines from their report:Marketers work with 2.4 other departments on average to get a marketing email reviewed and approved.
We hope that we’re not tiring you out from our repeated mentions of how email will translate to voice assistants, but we think it will be really, really big. It’s an incredibly natural extension for the already conversational nature of a newsletter.The folks at Phrasee just wrote a great post covering some of the subject line issues that may arise.
This newsletter’s purpose is to help our readers attempt to track innovation in the content space. Along those lines, on February 2nd, a Fortnite DJ named DJ Marshmello played a virtual concert, embedded within the video game. About 10 million gamers tuned in, with many having their avatars dance to the music.
We believe newsletters are much more than email. This statement often generates a quizzical look, but we explore the difference in more depth here.Most organizations group newsletters with email marketing as they (for the most part) leverage the same creation and distribution tools. That needs to change.