Email newsletters have become a primary engagement, dissemination and revenue generating tool for modern newsrooms and publishers. With a wide range of benefits from reader loyalty to audience insights to revenue generation, it’s easy to see ‘why’ a newsletter is used. But, what's harder to see is the ‘why not’.
Far from the never ending scrolls and stream of articles, emails delivered exactly what we needed to know from a trusted source. For a newsroom, newsletters helped to target the efficient readers to show their content and branding. And thus, email newsletters have remained a constant stream of reader acquisition for years.
As per statistics, more than 75 trillion emails are sent every year, which is projected to reach 90 trillion annually by 2019. This increment in the number of newsletters sent have increased the reader’s expectation to read something new and interesting, thus, creating more competition.
Relevance, authenticity and data driven emphasis are more central to a newsletter’s success. And before you strategize or use any tool to launch and re-launch the newsletter, ask a question to yourself first Why do you want to curate a newsletter in the first place?
Let us look at the ‘why not’ of creating a newsletter
1. Newsletter helps to improve audience loyalty
E-newsletters can be used in conjunction with loyalty cards or other membership driven programs, thus, helping you strengthen your commitment to the readers’ satisfaction.
2. Newsletters drive traffic to your primary news platform
If you want readers to visit your website, it is not enough to hope that they will gravitate to the website. Your newsletter plays an important role in itself. Include strong CTAs and ensure the email is well targeted.
3. Newsletters drive sales
E-newsletters can be used effectively to highlight the product, explain the benefits and connect them to a point of sale. Also, including an incentive like a coupon or a free reading material, can leverage your stature.
4. Newsletters boost social media following
Emails with social share button have a 158% higher click-through-rate. Thus, email newsletters are highly effective for building your community and get readers active on social media sites.
5. Newsletters help to deepen audience engagement
Subscribing to E-newsletter demonstrates that the reader is interested in a one-time interaction with a content. Therefore, it is a perfect place to introduce the subscribers to other relevant information and offers like company news, event invitations, etc.
Whatever your intention is, there are strategies which can help you build, iterate and circulate newsletters in order to achieve desirable outcomes. Once you have identified the highest priority for your newsroom, simply monitor it through the lens.
Now that your strategies are ready and newsletters are sent to the readers, measuring the efficiency will give you a better idea of its success or failure, thus helping you conceptualize, personalize and optimize the content.
There are multiple ways to track and analyze the performance. The metrics to measure the impact of your newsletter will depend on the goals you are trying to achieve. But there are certain analytics that can be used as baseline indicators.
No matter what your content goals, creative ideas and topic of focus is, a newsletter will help you build a connection with your audience and keep the line of communication open.
Quintype, a finely detailed CMS, fosters your newsletter development. We convert your collection of stories to RSS feeds which can be sent down the pipeline to third party newsletter vendors like Mailchimp. We help you automate the process of creating personalized newsletter which is then sent to your readers as per the criterias chosen by you.
To try out this impressive feature of automation, contact us on firstname.lastname@example.org