Newsletters allow publishers - and individuals - the opportunity to build a direct 1-to-1 relationship with their users. It’s much like the teen high school movie where the heroine realises the popular school jock isn’t all he’s cracked up to be, and the shy introverted nerd who’s spent the whole film being ignored is actually a much better fit. After years of trying to rely on the likes of Facebook who were at best indifferent and, at worst, actively harmful to publishers, news brands are discovering they had a potentially profitable and easy-to-active source of clicks at their fingertips. The main advantage here is that newsletters give the sender control over their first party data, even if the production is done on a third party platform. Firstly, the positives - and there are a lot of reasons why newsletters are here to stay and form an important part of the publisher ecosystem. At the same time, there’s a very good reason why publishers should continue to prioritise the humble inbox. Newsletters are certainly not saviours of journalism and a lot of new companies or even solo writers who are building a business around newsletter comms will probably fail. The humble inbox is having its moment in the sun as marketers realise there’s more to Gmail than some cheap display advertising and firing spray and prays into your inbox.īut if newsletters are no longer the past, they’re also not quite the future either ( Adam Tinworth has a good piece around this). Publishers are doubling down on email subscription over social media. Journalists and thought leaders are setting up their own subscription services, firing off regular emails with long hot takes. They’ve been around pretty much since the internet was invented and are possibly one of the least sexy formats available, partly because if you make the design too fancy, you’ll probably break a few inboxes.Īnd yet, here we are. Newsletters were, on the face of it, an unlikely candidate to be 2020’s hot new medium.
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