5 Crucial Tips for Making Your Newsletter a Success
To say that things are complicated right now would be the understatement of the century. As the world slowly retreats into their homes in the midst of a global pandemic, publishers are struggling to figure out what to do next.
On one hand, everything is up in the air — ad dollars included. On the other, publishers are seeing a huge spike in traffic as more and more people seek out information or distraction.
But even before COVID-19 hit, the publishing business was on the brink of transformation. With Google announcing that it would kill third-party cookies on Chrome, and Facebook and Google’s walled gardens monopolizing organic traffic, online publishing was due for a shakeup.
The collision of worldwide behavioral change and evolving media landscapes presents an opportunity as much as it does a challenge. To these ends, this is the moment for publishers to embrace their audiences and to ensure direct communication with them in the future.
Over the past year or so, newsletters have been in the midst of a “moment.” As attention fragments across multiple channels, newsletters have become a trusted source of curated information. More than ever, users understand the value of cutting through the noise in favor of an edited, customized content experience that comes from a trusted source. It’s no wonder, then, that newsletters like The Skimm, Morning Brew, and The Hustle have grown into businesses with millions in revenue.
That said, there’s no reason for online publishers to miss out on that slice of the pie. Newsletters are both a monetization opportunity and a way for publishers to build up their first-party data in preparation for potentially turbulent times ahead.
From experience, there are both good and less-than-ideal ways to go about building and maintaining newsletter programs. Here are a few of the lessons we’ve learned.
Inbar Yagur is the Head of Product Marketing for Keywee, a leading provider of AI-driven content distribution for 100s of publishers, including Conde Nast, National Geographic, Gannet, and many more. Founded in 2013, Keywee helps publishers increase their revenue by supporting paid distribution for any business goal, from audience development to affiliate content. Inbar is a mother of two, a hopeless Harry Potter and Dr. Who fan, and a reciter of 90's SNL skits.