By Karina Fabian
The future of Print is newsletters.
– Jeff Shine, Newscycle’s Executive Vice President of Ad Development Platforms
It’s a common belief that the day of email has passed. For some, this is true: GDPR and spam filters have indeed cut the efficacy of email marketing for many businesses. However, when people are interested and invested in the content, email is still highly successful. Such is the case for the magazine industry and can be for newspapers as well.
“In December, we had the highest amount of traffic from email ever in the organization,” Meredith’s executive director of growth, Andrea Reynolds, said in Folio Magazine.
Folio adds, “The share of overall traffic to individual brands varies widely (as low as 2 percent in some cases), but also goes north of 20 percent for others.” According to the Folio article, magazines are also seeing an increase in open rates.
Why readers like newsletters
Newsletters, when done well, speak to a reader’s actual interests. As such, they respect the reader’s time. They are also more convenient than searching an online news site for the articles or columns the reader wants. They’re less random than social media, which means less likely to be useless distractions. The reader gets value.
In a way, it boils down to a relationship with the reader that says, “I will address your needs” and readers respond to that.
Why newsletters are good for media companies
When you have developed a trusting relationship with your reader through newsletter content, they are more likely to remain loyal to you. That not only means going to your online sources for other content but also to subscribe. The New York Times, for example, told Parse.ly that newsletter readers not only consume twice as much content as readers who don’t get newsletters, but they are twice as likely to become paid subscribers.
Because newsletters are delivered straight to the consumer, you can help them develop a habit of reading your content. Habits inspire loyalty.
Newsletters are also a great way to repackage content, so you can get more mileage out of the articles your journalists write. Alternately, they can be a venue for content that, while excellent, does not fit your regular newspaper, magazine or news site because of length, focus or timing.
If the only reason for newsletters was customer service, it might be enough, but newsletters present excellent revenue opportunities, too. Here are a few ways to monetize newsletters:
- Programmatic ads
- Sponsored newsletters/sponsored issues
- Newsletters as incentives for subscriptions
- Newsletters as freemiums or gateways to subscriptions
- Sponsored content
- Newsletter subscriptions
Newsletters for internal use
Newsletters aren’t always outward facing. Nor do they need to contain original content. Many corporations use content aggregation solutions to curate published content of interest to their employees and share it via newsletter format. This helps ensure their employees are up-to-date in their fields and saves the readers time and expense by collating the best news from multiple sources.
Newscycle has several software solutions for your newsletter needs, whether curating, creating or monetizing. Contact us at email@example.com with your questions. Let’s see how we can make this handy tool work for you – and your readers.