Ghostery is a free extension for web browsers designed to give you control over cookies and bugs linked to advertising and audience analysis. Put simply, it lets you take back control of your privacy and your consent to share your personal data. Why set up a newsletter? for a company that publishes a browser extension? What's in it for users?
The Ghostery Privacy Digest newsletter
This is a privacy and digital watch with a selection of articles by Ghostery. This newsletter enables us to share knowledge on current events, as well as tips and best practices.
The selection is kept to a minimum, with no more than 4 or 5 topics, and a note from the Ghostery team introducing the content and why they selected it.
A fast business intelligence newsletter
Ghostery isn't just a long list of articles gleaned from the Web.
Here we have only a little content, but it does allow us to quick reading and identification our interest in the content.
The source is cleverly highlighted:
- the domain (example: nytimes.com) to legitimize and lend credibility to content
- main image and original article title so as not to skew or redirect the subject matter
- a paragraph justifying the selection and directly quotes the media outlet or editor to give its point of view and explain the choice (example : Zeynep Tufekci highlights privacy concerns with technology companies...)
- a list of keywords in the form of hashtags to identify the subject more precisely
A sober, content-oriented newsletter design
Here there is onlya single type of content "block is used, and it's the same for all selected items. As a result, we can quickly identify the sections. The visual hierarchy is clear. This makes it all the easier to read quickly, which is totally appropriate for watch content.
All formatted with a choice of typography, justification, color (and therefore contrast) that places legibility and accessibility at the heart of design choices.
The single-column layout is also a judicious choice, offering a reading experience that's totally adapted to both desktop and mobile devices. All this with a reduced code effort (eco-design cuckoo) and the use of semantic HTML tags (a daring move in the case of smart lists, given the support for rendering in various mailboxes).
What's in it for the advertiser?
This type of newsletter for sharing sector intelligence establishes credibility and expertise. It shows interest in trends and new products. It is a loyalty relatively easy to set up for an audience that is already captivated by a subject.
While brand awareness isn't the primary objective - just look at how little the brand is promoted (whether through the logo or the place of the name "Ghostery" in the content) - the link that is maintained with users and subscribers is definitely there. At the end of the e-mail we find a content block for user feedback via an exchange with support: " Ghostery wants to talk to you - actually more to listen!" . The tone and focus are also very well thought out. Hierarchically, it doesn't take precedence over the rest of the content (no highlighted button for this section).
A few recommendations to take you further?
Precisely this last block of notices is not sufficiently distinct from the rest of the articles. He would have deserved a different graphic treatment in order to dissociate it. Not to make it stand out more than the rest, but to identify it as a direct message from the Ghostery advertiser to its subscribers. Here, all we have to do is choose the visual and read the tagline (which is quick enough once you know the advertiser).
Well, maybe a little more attention to object and preheader work which simply reproduce the title of one of the newsletter's contents.