Fine, I won’t read the story I came here for then

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I read a lot of stories and content on a daily basis. I’m interested in what people are saying and what the alleged latest trends are.

A lot of the content I consume I find through social media shares and I get dozens of enewsletters as well. Many of the enewsletters all come at the same time since that’s the best send time, according to research, which didn’t consider that now everyone would email at that time.

The other day, a well respected content marketer shared a link to a blog I hadn’t heard of and the topic sounded halfway interesting so I clicked to read more. 

The article loaded and the second I started reading I received a pop-up for the enewsletter signup. Now, I know those pop-ups work so I typically don’t argue too much about them – and even recommend them. I use them from time to time as well.

So I signed up for the enewsletter, because, well, the site came highly recommended. Once I did that, it sent me to a “welcome to the newsletter page” that explained to me what to expect and offered ideas for “what to read next” and what was good on the site.  What happened to the article? Could you send me back there, please?  Who uses the back button anymore?

The writer is probably wondering why his visitors’ time on page is so low. No worry, buddy, it’s not you or me. It’s the newsletter. Ha.

There’s a fine line when converting social media visitors to enewsletter subscribers. For the readers’ sake let’s stay on the right side of it. If somebody came to read something of interest to them, make sure they get the chance to read it.