The newsletter is a key deliverable used to share the results of a CI programme. It is an efficient and organised way of sharing the most relevant and newest posts to a defined target audience. Newsletters are a practical way to share knowledge, opportunities, and trends detected during competitive intelligence. The sending of newsletters helps to improve decision-making, to promote a culture of innovation, and to strengthen the competitiveness of the company concerned. Finally, it is a precious tool for maximizing the advantages of Competitive Intelligence.
Sending out newsletters is a powerful way to share results of Competitive Intelligence to internal readers. However, to avoid losing reader engagement, it is important to not fall into the trap of frequently sending newsletters that would reveal themself as irrelevant. Over-soliciting readers could lead to a decrease in credibility or a high churn rate.
That’s why it is crucial to have well-thought-out optimization levers, necessary to maximize the impact of the newsletters.
Other alternatives
The classic newsletter has a few innovative alternatives, giving an option to diffuse the information in a more interactive and engaging way : 
- Dashboards : Dashboards are a visual and efficient way to present a lot of information. They facilitate the overview which helps making decisions and let the recipients be actors of their information retrieval.
- Podcasts : Podcasts can be a more playful and living way to present information. It permits an audio diffusion of the content, which can be more pleasant for some people who prefer listening to the information rather than reading it. Podcasts can include guests or interviews, adding another dimension to the valorization of the shared information.
- Alerts : They are ideal if you want to be quickly alerted of the urgent information which requires immediate attention. Alerts management permits to carry out more precise settings according to various trigger criteria, by choosing the frequency and the recipients. Alerts could be complementary to the newsletters, in particular to avoid missing important information between sendings.
- Connectors : Connectors allow incorporating competitive intelligence to the main collaborative tools and jobs on the market. Thus, it enables an easier diffusion of the competitive intelligence’ results, involving the whole of the directions from the organization.
