Publishers are rediscovering newsletters. Social media channels are volatile and trust in platforms as a news source is at an all-time low. Email subscribers are more loyal.

1. INMA Media Innovation Week 2018

2. Publishers are rediscovering
newsletters
Social media channels are volatile and trust in platforms as a news
source is at an all-time low. Email subscribers are more loyal.

3. Traditional publishers are successful
with editorial newsletters
The New York Times was one of the
first to start with personal
newsletters, created and published
under the journalist’s name.
LINK
The New York Times now has 13 million
subscriptions to 50 email newsletters

4. Traditional publishers are successful
with editorial newsletters
NOS gives their journalists a
platform to create personal and
topical newsletters.
LINK
Editorial Newsletters for Publishers with
Revue

5. Up and coming digital media
companies are innovating newsletter
formats
Quartz has an average 50% open
rate with more than 700,000
subscribers. In 2018 they expanded
into short-run newsletters tied to
major events.
“The inbox is the new
homepage for executives”
LINK
Why Quartz has gone niche with
newsletter topics
Katie Weber — VP of client partnerships for Quartz

6. Up and coming digital media
companies are innovating newsletter
formats
Casey Newton, Silicon Valley Editor
of The Verge, writes an evening
newsletter about Facebook, social
networks, and democracy.
LINK
Sign up to The Interface

7. Newsletter-first media companies
are born
TheSkimm was founded by two
girlfriends that felt out of touch with
news media. These days they reach
over 7 million millennials with their
daily newsletter.
LINK
How the Skimm Became a Must-Read for
Millennials

8. Newsletter-first media companies
are born
Every morning Dave Pell visits 75
news sites, collects the most
interesting links and sends them
over to thousands of readers.
LINK
Dave Pell brings you the most fascinating
news of the day with NextDraft

9. Personal, editorial newsletters
simply perform better
TRADITIONAL EMAIL CAMPAIGNS
Avg. open rate: 22%
Avg. click rate: 4.7%
EDITORIAL NEWSLETTERS
Open rates up to 60%, or even
higher.
Email Marketing Benchmarks by MailChimp

10. Open rates up to 60%
Publication Flagship newsletter Subscribers Metrics Editorial staff Primary business model
Blendle Daily Digest 700,000 30-40% OR 12 Micropayment
Brief.me Brief.me 26,000 60% OR 3 Subscription
Buzzfeed Buzzfeed News n/a 30% OR 2 Adverts, affiliate links
Economist Espresso 50,000 50% OR 2 Subscription, adverts
Financial Times FirstFT 160,000 25-50% OR 5 Engagement, adverts, conversion
New York Times Morning brief 700,000 50-60% OR 12 Conversion
Ozy Presidential daily brief 1,500,000 25-40% OR 3 Adverts
Quartz Daily Brief 200,000 40% OR 4 Adverts
The Browser The Browser 9,000 45% OR; 12% CTR 1 Subscription
The Times Red Box 35,000 48% OR; 8-10% CTR 2 Conversion, adverts
Washington Post The Daily n/a n/a Conversion
Reuters: Editorial Email Newsletters - The Medium Is Not Only The Message

11. Less spam
Email was very discredited
because of spam. People feel that
they have more control now.
People read more of your content
Subscribers of newsletters are
loyal readers. Newsletter are
convenient for them.
Short and digestible
Newsletters have a beginning and
end, in contrast to the never
ending stream of social media.
A way to get around Facebook
Keep control over your
distribution and effectively reach
your audience in their inbox.
Easy and mobile
People understand email, it’s easy
and familiar. Everybody has an
email app installed on their mobile
phone.
Personal
Email has always been a more
intimate and personal way to reach
an audience.
POLIS: Back to the Future- Email Newsletters as a Digital Channel for Journalism

12. Techstars
Revue is an editorial newsletter tool
for writers and publishers

13. Techstars
Built with editorial teams in mind
This is the email body copy. The text is set
in 17pt SF UI Text. If you don’t have access
to this font, use Helvetica Neue as a
replacement. Enjoy, and have a great day!
Download this at dribbble.com/mds
September 22, 2015 at 11:15 AM
Issue is awaiting approval
HidePhil DunphyFrom:
CameronTo:
Inbox (10)
MDS 5:00 AM 100%
Or log in to edit the issue yourself.
Hey, Phil Dunphy requests approval to send
their latest issue “Why you should send
personal newsletters” to 1295 subscribers.
You can view the issue here. If you believe
this newsletter is ready to be sent, click
approve. If not, hit reject (you’ll be able to
give feedback).
Approve Reject
Organization: Techstars
• Manage multiple newsletters
• Built-in approval workflow
• One consistent design for all
your newsletters

14. THANK YOU!
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