How news publishers can capitalise on the resurgence of newsletter popularity to increase engagement and drive subscriptions is the focus of a new report released today by the International News Media Association (INMA).
- How the format has found new popularity.
- Structuring a strategy.
- Using data for insights on what works.
The new INMA report looks at the newsletter resurgence and what it means for news publishers while sharing case studies and best practices for newsletter strategies.
Written by INMA Ideas Blog Editor Paula Felps, the report also underscores the importance of structuring a team that includes someone from each department that has a stake in the newsletter’s success such as editorial, product, and sales.
Among the report’s case studies are the Winnipeg Free Press, Canada; Funke Media Group and Badische Zeitung in Germany; Time Magazine and The Post and Courier in the United States; Turun Sanomat, Finland; Latinoamérica Piensa/Grupo Octubre, Argentina; Reach, United Kingdom; and Nine Metro Publishing in Australia.
From the nine case studies, Felps found three commonalities:
- Newsletters can be quick wins that often have an end date.
- Newsletters attract a young demographic.
- Newsletters require smart data.
According to Felps, when done properly, newsletters can be the tool that provides the information readers seek in a timely manner. In exchange for providing this information, news media companies can gain access to first-party data, build a relationship with the reader, and look at how to generate revenue.
Felps concludes that, as news consumption habits change, newsletters could be the vehicle that helps drive publishers into the future.
How News Publishers Can Capitalise On the Newsletter Economy is available for free to INMA members and registered users at INMA.org. All others may register and download here. All INMA reports can be found here.