This is probably a no-brainer for most of you out there, but blogs are outperforming email newsletters. I think it has a lot to do with our disdain for spam and being inundated by emails. When you subscibe to an email newsletter, you’re telling the publisher you’re interested in what they have to say. But you’re not telling them when you want them to say it.
When you are a blog reader, however, you can easily see if there are any updates through an
In a recent article in Small Firm Business (published by ALM), Ryan Malkin highlights Sheppard Mullin’s success with blogs. In the article, Malkin says:
Prior to the launch of its blogs, a handful of Sheppard Mullin’s 21 practice groups had been sending updates on legal developments to a total of more than 7,000 clients and prospective clients. For example, for the last three years, the antitrust practice group had been distributing a monthly newsletter via an e-mail blast. But with new spamming laws and better spam blocking software, the firm was “running the risk of being blacklisted,” says Vickie Spang, Sheppard Mullin’s chief marketing officer. If a corporate client’s software pegged the firm’s newsletters as spam, it would block all e-mail from the firm — even those sent directly from a lawyer to an employee of the company. Such an event, of course, would seriously compromise the firm’s ability to conduct business. Thus, a primary goal was to find a way to provide updates and other information to clients without running the risk of being blacklisted.
The solution, of course, was blogging.
One of my clients started a blog a few months ago. He already had a large readership for his site, and sent out a monthly email newsletter to a few thousand registered recipients. But since he started
Popularity: 3% [?]
