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How popular newsletter theSkimm builds loyal readers

Here’s how theSkimm used readers as ambassadors to build its audience.

When it comes to newsletter strategy, theSkimm is often pointed to as an example of success. One of the reasons is its innovative referral program that turns its readers into marketers. Loyal readers can become “Skimm’bassadors” after getting their friends to sign up for the newsletter, and they receive a number of perks and swag for doing so.

The approach “has more in common with the early years of Web behavior than modern social sharing and influencing. Rather than gaming algorithms, it empowers advocates of the brand to spread the word.”