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July 23, 2004
Top Web Behavior #7: Agree to get a newsletter
The BehaviorAlmost every top site has a monthly (or weekly, or even daily!) newsletter that you can subscribe to. Online stores use their newsletters to advertise products and announce sales. Content providers send out previews of their articles in the hope that you'll log in to read the rest. And most sites are careful to reassure you through choice: why not sign up for the newsletter; after all, you can always unsubscribe later.
What they gain (and you lose)
First, the obvious: when you sign up for a newsletter, sites now get to contact you about everything from new features to promotions. But just as important, they gain mindshare. Every time they send you a newsletter (whether you read it or not), you're thinking about their site. With any luck (for them) it will stick, and when you're looking for what they're selling (or maybe just providing), you'll consider them.
One thing that surprised us is that most sites we looked at won't send you outside offers (or sell your email address) just because you signed up for their newsletter. The value they get from sending you a newsletter is enough that they don't want to risk you turning it down. Instead, they usually employ a separate checkbox for outside offers.
(Written by Adam Wright) Gallery
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Amazon.com
CNN.com
Go.com
MSN.com
NYTimes.com
Webshots.com
(Compiled by Joshua Ainslie)
CNN.com
Go.com
MSN.com
NYTimes.com
Webshots.com
(Compiled by Joshua Ainslie)
Posted by at July 23, 2004 03:51 PM
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