Superengage by Hyperlocal Newsletters
2024 Finalist

Superengage by Hyperlocal Newsletters

NTM

Uppsala, Sweden

Category Readership and Engagement

Media associated with this campaign

Overview of this campaign

The primary goal of the hyperlocal newsletter is to increase engagement by offering the readers a higher level of value and offer the ability to customize their news experience. A secondary goal was to evaluate subscribers’ interest in specific topics to, in the future, be able scale these successful topics to other titles within the organization.  The format for all newsletters is automated compilation based on metadata such as articles topic tags and geographical boundaries. For instance, Södermanlands nyheters newsletter covering Dining & Entertainment gathers all articles published in the past six days about the regions central city Nyköping, including tags such as Restaurant, Café, Bar, Concert, Revue, Theater, Music Theater, Art Exhibition, Stand-up Comedy, Entertainment Events, Nightlife, Show, Music. 

In addition to being topic-specific, we have also experimented with creating newsletters tied to a specific geographical area. In such cases, these are areas with reduced distribution of the daily print newspaper. To ensure a positive customer experience for subscribers, they receive a newsletter containing the most important news from their local area. This often involves smaller locations that struggle to gain visibility on the front pages of newspapers. These newsletters is a way to highlight journalism for those who are genuinely interested in local news. 

 

The names and topics of all hyperlocal newsletters are: 

Norran – Get closer to Skellefteå AIK  (Sports)

SN - Get closer to Nyköping (Dining and entertainment) 

NT - Get closer to IFK Norrköping (Sports) 

NSD - Crime letter – latest news on crime and punishment  

NK - Get closer to Luleå – this is going on in the city (local news)

UNT – Latest news: Tierp (Geographical) 

EK - Get closer to Eskilstuna - this is going on in the city (Dining and entertainment)   

Corren - Get closer to Mjölby (Geographical)    

 


Results for this campaign

Our hypothesis for the launch of these eight newsletters was that even though these distributions are very niche and relatively small, they are significant for those who have chosen to subscribe to them. By being present in our readers inboxes with topics they actively choose to learn more about, we hope to deliver great value, become important for the customer on a regular basis, and in the long run strengthen our relationship with customer and thereby our reader revenue. 

We have experimented with different days of the week for distribution to determine the optimal schedule. 

These eight newsletters have an average open rate of 66%, with the best performing among them exceeding 70%. This indicates a high level of interest among those who have subscribed to the content. Among those who open and read the newsletters, many also click through to our websites for more information. The click-through rate (CTR) averages at 16%, with the best-performing newsletter achieving over 25% CTR. We managed to get 5630 to sign up within just one month (All in all we have 102 000 digital subscribers).  

The subject that engages the most audience is the title NSD:s newsletter, "Krimbrevet." This newsletter compiles the most important news regarding crime and punishment that the newspaper has published in the past week. 

Thanks to the technical infrastructure we have created, with a high degree of automatization, it is easy for us to generate new newsletters, thereby enabling us to consistently keep creating and testing new topics.

It seems like our hypothesis on hyperlocal topics effect on engagement was pretty correct. And, supported by the results we plan to send out at least 30 niched hyperlocal newsletters every week in 2024. 


Contact

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