A resource for news innovators powered by American Press Institute
Complexity: Beginner
Article Complexity Bar Graph

Who will read my emails? Who should I expect to read them?

An email cannot be effective if you don’t know who is reading it. Before launching the newsletter, you need to know who you’re contacting, why they’ll start receiving the newsletter and why they will be interested.

Pages 8-13 of this report discuss what you can and cannot achieve with email newsletters. Sending a daily newsletter is very different than posting on social media or sending push notifications. You must understand the medium, its opportunities and its limitations before evaluating your newsletter’s function. Pages 14-16 offer examples of the different kinds of email newsletters you can send. It will help you decide what’s right for your newsroom. It won’t help you identify your audience (check out our audience research topic for more on that), but it will help you serve your audience effectively once you understand your readers.