If you follow a few millennial journalists on social media, chances are you’ve seen a tweet or some other type of social media content inviting you to sign up for a newsletter. It’s the latest big trend. It started with American journalists and then spread everywhere.
The pioneers, the US journalists, already have it as a way of monetizing their work: they have premium subscribers who pay to access their work (as a Spanish journalist told me, it seems unlikely that this model can succeed in Spain, or if it does, it will only do so with star content creators).
Journalists have their own newsletters
So do media outlets. Many of those that have built-in paywalls even have newsletters that are available to non-subscribers, although they often come packed with links thematic newsletters that you can only open if you are one of their paying users. Subscribers have a wide range of curated content open to them. Major media outlets like The Wall Street Journal and The New York Times already include this in their sign-up process. As you sign up in the header, you also choose which newsletters you want to receive.
Perhaps that is the key to what makes newsletters saudi arabia rich man contact number whatsapp number work again now. First of all, newsletters are based on the idea that they offer quality content. Both those that include text that can only be read in that delivery and those that are based on a selection of links are a product that offers added value.
Companies could take advantage of this idea to enter the newsletter battle if they understand that it cannot be a standard email marketing campaign (that seeks to sell a product or promote things) but rather they must treat it as another piece of their content marketing strategy.
It’s something specific
To continue, newsletters operate within specific thematic frameworks, which sometimes makes them ephemeral in nature. For example, leading media outlets often launch more than 30 webinars in one year newsletters on key sporting events or elections. This is also what happened with the coronavirus crisis.
In the first few months, online media outlets around the world launched different types of newsletters that focused on specific points related to the crisis.
For example, by May, USA Today already had four different newsletters, focusing on topics such as self-care or the pandemic economy. Time magazine had also launched powder data its own newsletter on the coronavirus at that time: it had a 70% opening rate. When the crisis was over, these media estimated at the time, they would redirect subscribers to their main newsletter.
Monetized individuality
That specificity is what makes users feel interested. They don’t give you their email so you can send them various things or whatever you want. They send it to you because they expect samples of topics that interest them. In fact, there are those who integrate this newsletter boom into the success of content that lives in the model of monetized individuality, as The New York Times calls it in an article .
The philosophy is the same as that thematic newsletters behind the paid success of other platforms: you pay to see something you perceive is just for you. They’re not just throwing it out into the world on a social media feed.
Specificity, exclusivity and uniqueness make them connect with the user, as does knowing that what they will receive is relevant. The model is not yet out of date either. In its email marketing trends forecasts for 2021 , in fact, MailerLite concludes in one of the points that this year will be “the year of the newsletter” (also the year in which “authentic content” is what matters, which also says a lot about why these newsletters work).