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How the Financial Times uses an email newsletter to provide additional value to loyal readers

Here’s how the Financial Times met its most engaged audience’s needs with an email newsletter.

The Financial Times created a subscriber-only newsletter for mergers and acquisitions content, aimed at providing additional value to some of its most loyal existing readers. The email included information that was either unique to the newsletter or curated from other news outlets. In an interview with Nieman Lab, FT correspondent Arash Massoudi said the primary concern was ensuring their loyal audience felt well-served by the FT:

We’re not reinventing the wheel here. It’s a way to address a couple observations we had about the way media is evolving—how we could tap into the people who are most engaged with these things and give them an opportunity to interact with us in a closer, deeper way, without messing with the pricing model of the FT.