Publishers are increasingly using newsletters to drive subscription business

New Ideas in MarketingEssential news for marketers, summarised by YouGov
August 20, 2021, 3:46 PM GMT+0

Renowned publishers including The Los Angeles Times and Quartz have adopted newsletters to open direct channels to readers.

By leveging social media algorithms, newsletters give publishers direct access to readers. As a result, a growing number of publishers are adapting newsletter strategies to boost their subscription businesses.

Earlier this month, The New York Times debuted a deck of 18 new and subscriber-only newsletters to readers. The publisher reported that nearly 15 million users read one of its 50 newsletters every week. Similarly, Quartz has around 1.3 million total subscribers across 11 newsletters, five of which subscriber-exclusive.

Interestingly, Quartz has an average weekly email open rate of around 35%, while MailChimp reports that the industry standard for media is about 22%. Quartz’s editor-in-chief Katherine Bell said that newsletters could help develop “a more intimate and lasting relationship with readers”, reducing the likelihood of subscriber churn.

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