5 benefits of Twitter’s new ‘Stories’ email

What you need to know about this weekly email digest.

Twitter announced a new email delivery service called “Stories” where you can receive a weekly email digest delivered to your inbox.

The weekly summary will feature “the most relevant Tweets and stories shared by the people you’re connected to on Twitter,” according to Othman Laraki, director of growth and international at Twitter.

The email will be in digest format similar to its “Discover” feature with its140-character signature.

The digest will feature tweets and links to articles and blog posts shared on Twitter by people you follow, even if you do not follow the original writer of the post and articles.

Users can also see what has been deemed as a favorite or retweeted by people they follow by clicking on “view details.” You can then favorite, retweet, or reply to those tweets from there as well.

Here’s what the new Twitter Stories email looks like:

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Stories is based on technology from Summify, a service Twitter acquired in January that allows for the creation of personalized social media digests.

This announcement is on the heels of Twitter’s acquisition of RestEngine, which will improve the digest over more time.

So what are the big takeaways here? Why did Twitter add this feature? What are the potential benefits for marketers?

1. Advertising

For Twitter, this is another potential place to advertise.

Twitter users include about 10 percent of adults in the United States and while Twitter is growing at a rate of about 1 million users a day, it still wants more reach. With this new feature, Twitter can reach inactive or less active users.

Not only will Twitter reach less active users, but your ads could potentially reach them as well.

2. Email is important

Consumers trust it. We always return to email in some way or another. This is good for marketers. Your message can reach more people.

3. Content research

Via this new Stories feature, your team can learn which articles are popular among your audience, not just in your industry. You can also learn how much of what is being shared is relevant to your business and to recent news.

4. Content lifespan

An even bigger reward is your content and tweets could get very popular and ultimately have a longer lifespan online. As it is a weekly digest, your content will continue to gain hits longer rather than getting an email a few hours to a day after it is posted.

5. Find conversations

Another advantage is that you can find popular conversations to participate in and contribute to. You have the opportunity to be seen, add blog comments, parallel conversations on Twitter, Facebook and other platforms. You could even take this opportunity to respond to the featured/popular content on your blog.

Lauren K. Gray is a senior PR/marketing student at Western Carolina University and the incoming PRSSA national president for the 2012-2013 year. A version of this post first appeared on Social Fresh. (Image via)

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