Les newsletters : un territoire de créativité inexploré

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La newsletter est de retour et on vous explique pourquoi ! Souvent considérée comme un format ringard et délaissée par les médias, nous montrerons via des exemples et des bonnes pratiques comment révéler le potentiel de la newsletter.

Design

● Une newsletter aujourd’hui
À quoi ressemble
une newsletter médias
en 2018 ?

« éditorialement, c’est ringard… ».
● Une newsletter aujourd’hui

« … et sur le plan graphique,.
c’est moche ».
● Une newsletter aujourd’hui

● Une newsletter aujourd’hui
À quoi ressemble
une bonne newsletter médias
en 2018 ?

1 site média
= 1 newsletter ?
● Une newsletter aujourd’hui

— Vox 2
— Quartz 4
● Multiplier les newsletters ?

— Vox 2
— Quartz 4
— Five Thirty Eight 5
● Multiplier les newsletters ?

— Vox 2
— Quartz 4
— Five Thirty Eight 5
— Le Monde 7
● Multiplier les newsletters ?

— Vox 2
— Quartz 4
— Five Thirty Eight 5
— Le Monde 7
— Axios 19
● Multiplier les newsletters ?

— Vox 2
— Quartz 4
— Five Thirty Eight 5
— Le Monde 7
— Axios 19
— Ouest-France 20
● Multiplier les newsletters ?

— Vox 2
— Quartz 4
— Five Thirty Eight 5
— Le Monde 7
— Axios 19
— Ouest-France 20
— Bloomberg 21
● Multiplier les newsletters ?

— Vox 2
— Quartz 4
— Five Thirty Eight 5
— Le Monde 7
— Axios 19
— Ouest-France 20
— Bloomberg 21
— Le Figaro 42
● Multiplier les newsletters ?

— Vox 2
— Quartz 4
— Five Thirty Eight 5
— Le Monde 7
— Axios 19
— Ouest-France 20
— Bloomberg 21
— Le Figaro 42
— The Guardian 47
● Multiplier les newsletters ?

— Vox 2
— Quartz 4
— Five Thirty Eight 5
— Le Monde 7
— Axios 19
— Ouest-France 20
— Bloomberg 21
— Le Figaro 42
— The Guardian 47
— Washington Post 72
● Multiplier les newsletters ?

● The week in patriarchy
theguardian.com/uk

● The week in patriarchy
● Crosswords
● Art Weekly
+ 44 autres newsletters
thématiques

Constat :
La newsletter récap des meilleurs
contenus à lire sous forme de liste
semble en voie d’extinction
● Une newsletter aujourd’hui

● Une newsletter aujourd’hui
➡ Des newsletters généralistes
qui reposent sur une bonne idée /
un concept clair

● Vox Sentences
vox.com
“The news,
but shorter.”

● Significants Digits
fivethirtyeight.com
“A daily digest
of the numbers
tucked inside
the news.”

● TicToc
bloomberg.com
“The day's
most important
stories and the
best tweets
surrounding
them.”

● Une newsletter aujourd’hui
➡ Des newsletters
incarnées

● On Politics
The New York Times
“Today’s
On Politics
briefing was
compiled by
Noah Weiland
in Washington.”

● Une newsletter aujourd’hui
➡ Des newsletters construites
autour d’un enchaînement
de modules

● Quartz Obsession
axios.com
78 % de taux d’ouverture.
de Quartz Obsession contre.
22 %.pour la moyenne des.
autres newsletters.

● Une newsletter aujourd’hui
➡ Des newsletters
qui accompagnent une actualité
limitée dans le temps

● Brexit Bulletin
bloomberg.com
● Verticale Brexit
● Today’s Brexit Barometer
● Newsletter Brexit Bulletin
● Jeu Pick your own Brexit
● Long format

● Une newsletter aujourd’hui
➡ Quand la newsletter
devient un média à elle seule

● Une newsletter aujourd’hui
➡ La partie pénible
mais utile :

● Une newsletter aujourd’hui
➡ La partie pénible
mais utile : le parcours
d’inscription

INSCRIVEZ-VOUS
À LA
NEWSLETTER !
● Parcours d’inscription

Le pop-up moche et agressif :
c’est non.
● Parcours d’inscription

● Une newsletter aujourd’hui
➡ Quelques impératifs

● Une newsletter aujourd’hui
Quelques impératifs
● Un angle précis
● Un rythme d’envoi énoncé (et respecté)
● Un vrai design / une véritable identité
● Un ton / une incarnation
● Ne pas oublier la lecture en mobilité
● Penser le parcours d’inscription (et de désinscription)

1/3
La newsletter n’est pas du tout ringarde,
elle est juste encore totalement
sous-exploitée sur le plan du design
(en France).
● En conclusion

2/3
La boîte de réception
est la nouvelle page d'accueil.
● En conclusion

3/3
On n’a pas terminé d’entendre
parler de newsletters :)
● En conclusion

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Mental health has been in the news quite a bit lately. Dozens of U.S. states are currently suing Meta for contributing to the youth mental health crisis by inserting addictive features into their products, while the U.S. Surgeon General is touring the nation to bring awareness to the growing epidemic of loneliness and isolation. The country has endured periods of low national morale, such as in the 1970s when high inflation and the energy crisis worsened public sentiment following the Vietnam War. The current mood, however, feels different. Gallup recently reported that national mental health is at an all-time low, with few bright spots to lift spirits. To better understand how Americans are feeling and their attitudes towards mental health in general, ThinkNow conducted a nationally representative quantitative survey of 1,500 respondents and found some interesting differences among ethnic, age and gender groups. Technology For example, 52% agree that technology and social media have a negative impact on mental health, but when broken out by race, 61% of Whites felt technology had a negative effect, and only 48% of Hispanics thought it did. While technology has helped us keep in touch with friends and family in faraway places, it appears to have degraded our ability to connect in person. Staying connected online is a double-edged sword since the same news feed that brings us pictures of the grandkids and fluffy kittens also feeds us news about the wars in Israel and Ukraine, the dysfunction in Washington, the latest mass shooting and the climate crisis. Hispanics may have a built-in defense against the isolation technology breeds, owing to their large, multigenerational households, strong social support systems, and tendency to use social media to stay connected with relatives abroad. Age and Gender When asked how individuals rate their mental health, men rate it higher than women by 11 percentage points, and Baby Boomers rank it highest at 83%, saying it’s good or excellent vs. 57% of Gen Z saying the same. Gen Z spends the most amount of time on social media, so the notion that social media negatively affects mental health appears to be correlated. Unfortunately, Gen Z is also the generation that’s least comfortable discussing mental health concerns with healthcare professionals. Only 40% of them state they’re comfortable discussing their issues with a professional compared to 60% of Millennials and 65% of Boomers. Race Affects Attitudes As seen in previous research conducted by ThinkNow, Asian Americans lag other groups when it comes to awareness of mental health issues. Twenty-four percent of Asian Americans believe that having a mental health issue is a sign of weakness compared to the 16% average for all groups. Asians are also considerably less likely to be aware of mental health services in their communities (42% vs. 55%) and most likely to seek out information on social media (51% vs. 35%).

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Les newsletters : un territoire de créativité inexploré

2. ● Une newsletter aujourd’hui À quoi ressemble une newsletter médias en 2018 ?

3. « éditorialement, c’est ringard… ». ● Une newsletter aujourd’hui

4. « … et sur le plan graphique,. c’est moche ». ● Une newsletter aujourd’hui

5. ● Une newsletter aujourd’hui À quoi ressemble une bonne newsletter médias en 2018 ?

6. 1 site média = 1 newsletter ? ● Une newsletter aujourd’hui

7. ● Multiplier les newsletters ?

8. — Vox 2 ● Multiplier les newsletters ?

9. — Vox 2 — Quartz 4 ● Multiplier les newsletters ?

10. — Vox 2 — Quartz 4 — Five Thirty Eight 5 ● Multiplier les newsletters ?

11. — Vox 2 — Quartz 4 — Five Thirty Eight 5 — Le Monde 7 ● Multiplier les newsletters ?

12. — Vox 2 — Quartz 4 — Five Thirty Eight 5 — Le Monde 7 — Axios 19 ● Multiplier les newsletters ?

13. — Vox 2 — Quartz 4 — Five Thirty Eight 5 — Le Monde 7 — Axios 19 — Ouest-France 20 ● Multiplier les newsletters ?

14. — Vox 2 — Quartz 4 — Five Thirty Eight 5 — Le Monde 7 — Axios 19 — Ouest-France 20 — Bloomberg 21 ● Multiplier les newsletters ?

15. — Vox 2 — Quartz 4 — Five Thirty Eight 5 — Le Monde 7 — Axios 19 — Ouest-France 20 — Bloomberg 21 — Le Figaro 42 ● Multiplier les newsletters ?

16. — Vox 2 — Quartz 4 — Five Thirty Eight 5 — Le Monde 7 — Axios 19 — Ouest-France 20 — Bloomberg 21 — Le Figaro 42 — The Guardian 47 ● Multiplier les newsletters ?

17. — Vox 2 — Quartz 4 — Five Thirty Eight 5 — Le Monde 7 — Axios 19 — Ouest-France 20 — Bloomberg 21 — Le Figaro 42 — The Guardian 47 — Washington Post 72 ● Multiplier les newsletters ?

18. ● The week in patriarchy theguardian.com/uk

19. ● Art Weekly theguardian.com/uk

20. ● Crosswords theguardian.com/uk

21. ● The week in patriarchy ● Crosswords ● Art Weekly + 44 autres newsletters thématiques

22. Constat : La newsletter récap des meilleurs contenus à lire sous forme de liste semble en voie d’extinction ● Une newsletter aujourd’hui

23. ● Une newsletter aujourd’hui ➡ Des newsletters généralistes qui reposent sur une bonne idée / un concept clair

24. ● Vox Sentences vox.com “The news, but shorter.”

25. ● Significants Digits fivethirtyeight.com “A daily digest of the numbers tucked inside the news.”

26. ● TicToc bloomberg.com “The day's most important stories and the best tweets surrounding them.”

27. ● Une newsletter aujourd’hui ➡ Des newsletters incarnées

28. ● On Politics The New York Times “Today’s On Politics briefing was compiled by Noah Weiland in Washington.”

29. ● On Politics The New York Times

30. ● Ritholtz’s Reads bloomberg.com

31. ● Command line theverge.com

32. ● Une newsletter aujourd’hui ➡ Des newsletters construites autour d’un enchaînement de modules

33. ● Axios World newsletter axios.com

34. ● The Outline theoutline.com

35. ● Quartz Obsession axios.com

36. ● Quartz Obsession axios.com 78 % de taux d’ouverture. de Quartz Obsession contre. 22 %.pour la moyenne des. autres newsletters.

37. ● Brief.me brief.me

38. ● Une newsletter aujourd’hui ➡ Des newsletters qui accompagnent une actualité limitée dans le temps

39. ● Brexit Bulletin telegraph.co.uk

40. ● Brexit Bulletin bloomberg.com

41. ● Brexit Bulletin bloomberg.com ● Verticale Brexit ● Today’s Brexit Barometer ● Newsletter Brexit Bulletin ● Jeu Pick your own Brexit ● Long format

42. ● Brexit Bulletin bloomberg.com ● Verticale Brexit ● Today’s Brexit Barometer ● Newsletter Brexit Bulletin ● Jeu Pick your own Brexit ● Long format

43. ● Brexit Briefing theguardian.com

44. ● The Midterms Minute theguardian.com

45. ● The Minute theguardian.com

46. ● Une newsletter aujourd’hui ➡ Quand la newsletter devient un média à elle seule

47. ● Quartz Private Key qz.com/private-key

48. ● Une newsletter aujourd’hui ➡ La partie pénible mais utile :

49. ● Une newsletter aujourd’hui ➡ La partie pénible mais utile : le parcours d’inscription

50. INSCRIVEZ-VOUS À LA NEWSLETTER ! ● Parcours d’inscription

51. Le pop-up moche et agressif : c’est non. ● Parcours d’inscription

52. ● Parcours d’inscription

53. ● Parcours d’inscription

54. ● Parcours d’inscription

55. ● Parcours d’inscription

56. ● Parcours d’inscription

57. ● Parcours d’inscription

58. ● Parcours d’inscription

59. ● Parcours d’inscription

60. ● Parcours d’inscription

61. ● Parcours d’inscription

62. ● Une newsletter aujourd’hui ➡ Quelques impératifs

63. ● Une newsletter aujourd’hui Quelques impératifs ● Un angle précis ● Un rythme d’envoi énoncé (et respecté) ● Un vrai design / une véritable identité ● Un ton / une incarnation ● Ne pas oublier la lecture en mobilité ● Penser le parcours d’inscription (et de désinscription)

64. 1/3 La newsletter n’est pas du tout ringarde, elle est juste encore totalement sous-exploitée sur le plan du design (en France). ● En conclusion

65. 2/3 La boîte de réception est la nouvelle page d'accueil. ● En conclusion

66. 3/3 On n’a pas terminé d’entendre parler de newsletters :) ● En conclusion

67. Merci

Les newsletters : un territoire de créativité inexploré

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Les newsletters : un territoire de créativité inexploré