Get beyond basic (and often flawed) open rate and click-through rates and learn to better understand your email newsletter performance and audience behavior.
Email newslettersSubscribe to Updates Email is perhaps the most powerful digital connection between newsrooms and audiences. A quarter of Americans use it as their first path to news. An effective email newsletter can reach new audiences, deepen engagement, build loyal relationships and provide a sustainable revenue stream.
Big Picture What do you need to know before creating an email newsletter?
Email newsletters can serve more than one purpose. The first step is deciding which you want to pursue.
Plan Make important strategic decisions about your email newsletters
There’s no silver bullet to monetizing your email readers. A wide variety of options exist to monetize newsletters. But it’s important to understand how those options work for or against the purpose, style and content of a newsletter.
Running an effective email newsletter is the first step. What comes next requires the ability to improve outcomes based on data. The most effective newsletters use data to constantly improve (including open rates, click-through rates, shareability and other KPIs) within the frame of their purpose and audience.
This is not easy. This requires treating your newsletter like a product that must be sold, via the subject line, every day. Determining what “engage” means is also critical. There are countless tactics you can apply to email, but they will only be successful if they’re informed by a broader strategy. Workflow, production process, technical requirements and demand on employee time must also be considered.
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.
Getting started with email newsletters? This report offers an overview of the important roles email can play for newsrooms.
Do Tactics to improve your email newsletters
This study by the Medill Center at Northwestern University re-centers the importance of local content in encouraging daily news consumption, which the massive data project shows is the most likely predictor of subscription and retention. As simple as it seems, this change represents a dramatic reorientation of the KPI’s for news organizations pivoting from ad-based to reader-supported models.
It might be easier to get the attention of lapsed newsletter subscribers who haven’t opened your newsletter in months, as opposed to newer subscribers.
Email is key to reaching individual readers and measuring the success of subscription marketing. This primer from API’s Reader Revenue Toolkit covers technical and programmatic approaches to email capture.
The Wall Street Journal’s new newsletter team tried something different to solve a quandry: How do you let people know something new has been published without annoying them?
The New York Times newsletter team shares their “secret sauce” for popular newsletters.
In a look at LA Times veteran Jacqueline Boltik’s new tool for newsletters, she offers a few tips on how to look at production time and key metrics.
Email can be a very effective tool when targeting specific audiences and building sub-brands.
Specific traits that make up great email newsletters
Before launching the BuzzFeed News newsletter, its team beta tested the newsletter in public. Here, BuzzFeed News explains what it learned from that process.
Ideas to help you make people open, read and engage with your newsletters.
A guide to help your readers take action.
This piece outlines how to turn email subscribers into rabid followers of your work.
Emailing users when they pull a “trigger” on your website is the most effective way to contact them.
Ideas to help you encourage people to sign up for your email newsletters.
Don’t send an email newsletter without these details.
A tactical guide to picking subject lines tied to content.
A step-by-step guide to writing effective subject lines and testing them to perfection.
How you can personalize your newsletter to make readers engage with it more.
Several ways to begin making money from email.
This article offers a simple approach to gathering data and using it to improve decision-making.
A to-the-point list of questions that will help you choose your email provider.
A complete guide to every imaginable way to split up your email audience.
A guide to email surveys that answers specific questions about how to acquire data about your audience.