I4U Newsletter Ends – Sign of Things to Come or a Last Gasp?

January 15, 2010 § Leave a comment

Like many of you out there, I have a bit of technolust. I like gadgets. I own a modest collection of tech gear, and I have a drawer full of retired power cords and adapters, but more to the point, I like to be in the know about the new stuff. The gizmos and thingamajigs that push the envelope or hint at cool features that might just become mainstream. Of course most don’t, but that is part of what makes it interesting. So for these reasons one of the few newsletter that I used to look forward to appearing in my email inbox was the eye-jolting green missive put together by Luigi Lugmayr & company over at I4U. It was a newsletter that did a great job of sticking to their mission – they brought you the new stuff. It felt more informative than sales-y. Like I might actually have the jump on other nerdy friends when it came to discussion of cool new laptops or innovative portable electronics. Well imagine my surprise when instead of their usual array of thumbnails of interesting gadgets I received this note:

Hello I4U News Readers,

This is our last weekly I4U Newsletter. We feel that email newsletters have had there time and are not the preferred way anymore to receive our news.
Thank you for being a subscriber and I hope you will continue to read I4U News for you daily technology news and shopping tips.

Please consider to follow us on Twitter and subscribing to our RSS feed.

I mean what’s going on here? The company is continuing on, but the newsletter is going away? Is this a sign of new marketing truths from a progressive company that has always had it’s eye on the future? Or is this a last gasp of a failed campaign? Perhaps they got the reach, but couldn’t convert the readers, or maybe the readers simply stopped opening it because we’re all so flooded these days with a zillion more newsletters than ever before.

So why do I care, and why should you? It’s not because I thought that this newsletter was cool – that’s too subjective. It’s the mystery that gets me. It doesn’t cost much to put out an e-newsletter, especially if you’re already aggregating the content for other purposes, which is exactly what I4U does. So it’s cheap to produce, and VERY measurable. That’s something we like in the marketing department. That’s why there is such a glut of newsletters heading your way everyday. We get to measure what happens: we know what gets opened, we know if you click, and if we’ve planned our landing pages right we know if that click led to a conversion. These things make a marketer get up early in the morning with a big smile, because what you measure you can tune.

But I4U is throwing in the towel on its newsletter contender. How low does the threshold of response have to dip to make the superior measurement ability not worth the effort? Have they found equal or better measurement through Twitter and RSS? I want to know and unless you’ve got unlimited time and resources for your marketing department, you should want to know too.

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