Industry watchers commend ME’s upgraded Newsletter

By Felicia Nwosu, Ibidunni Banjoko and Oghale Mafuru

Committed to improving on its value proposition, MARKETING EDGE, Nigeria’s foremost advertising, marketing, and brand-centric magazine, has revamped its daily Newsletter template. The redesign was aimed at delivering to its teeming digital audience a more appealing and strategic offering, consolidate its industry leadership and boost global competitiveness.

The new look and feel, which was anchored on a clear and integrated customer-focused initiative, has received the commendation of some industry watchers who commented on the facelift of the leading Newsletter platform.

Lekan Otufodurin, Chief Executive Officer of Media Career Development Network, while commenting on the initiative, applauded the awarding-winning platform for always staying in tune with global standards. He, however, mentioned the need for more improvement on the quality of the Newsletter.

“There is a lot of gap between the lead story and others. There is much. There should be a way that it can be tighter so that we don’t have to have all those spaces. I don’t know whether it’s from the configuration. I have seen Newsletters where there is usually an introduction that introduces the story one is about to read, well this is a daily Newsletter that may be cumbersome to introduce every story. It is fine enough but those white spaces should not be too much to avoid making it look scattered. The font style does not look aesthetic to me. It is good that every story has a relevant picture, but it depends on the template that you are using,” he said.

Another expert in the marketing space, Sidney Ogodo, the Registrar of The National Institute of Marketing of Nigeria (NIMN), applauded MARKETING EDGE for the improvement in its performance as he described it as a paradigm shift from what it used to be.

“It is more appealing than the former one. I think the one you were using was just pulled out from the hard copy. This one looks refreshing and modern. To be honest, that one was too heavy. This one looks better. I get emails from the American Marketing Association and other bodies; it is comparable with what I have been receiving from those people there in terms of standard,” he said.

Akonte Ekine, Lead Strategist of Absolute PR Limited and Co-founder of Consumers Value Broadcasting, corroborated that the Newsletter looks more attractive than what it used to be.

“It is better with clearer pictures, and easier to read than before. The stories are very clear now. Before, you featured one, two, or three stories at once; but now, the stories come one after the other. I can scroll down and read unlike before. It is better now,” he said.

Different strokes for different folks they say. Obinna Inogbo, Principal PR Executive, Worktainment Limited, who appreciated the bold step taken by MARKETING EDGE, said he prefers the former template for easy reading and accessibility unlike the new one; “where one has to spend time scrolling for each story”.

“It is good to see brands being innovative with their offerings to appeal to customers. It is an encouraging move, but I still prefer the former template. It gave you the opportunity to view all story headlines at a glance instead of scrolling,” he said.

Email Newsletters are an excellent way to enhance engagement with a brand’s audience. According to Nielsen Norman Group, 90% of consumers prefer to receive updates via an email Newsletter while just 10% prefer updates on social channels. To have an effective Newsletter, it is important to make sure it features all of the right content such as must-click subject line, compelling preheader copy, featured content, eye-catching graphics, organised layout, minimal text, minimal promotions, social links, preference selection and unsubscribe option which were all considered while redesigning MARKETING EDGE’s Newsletter.


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