Editorial newsletters have become key for all publishing strategies – digital subscriptions, sponsorships, and ads

1. Digital Innovators’ Summit 2019

2. As publishers strive to diversify revenue
streams, it's vital to cultivate more engaged
and loyal audiences.
Publishers
struggle to
monetize their
online audience
So many publishers think they
have audiences, when what
they really have is traffic.
I think we’re about to find out
who has an audience.
Casey Newton
@caseynewton
42 2001 704

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

4. 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%
Email Marketing Benchmarks by MailChimp Editorial Email Newsletters - The Medium Is Not the Only Message

5. And newsletters are suited for
sustainable revenue growth
Traffic generation
Clicks can boost total page views,
supporting a publication’s broader
business model.
Affiliate
Take commission on referrals to other
sites, eg selling books or linking to
Amazon.
Events/communities
Build a more direct relationship, foster
loyalty and offer membership or events.
Subscriptions
Standalone newsletter subscriptions or as
add-on to publisher’s subscription
package.
Source: Editorial Email Newsletters - The Medium Is Not the Only Message
Advertising/sponsorships
Sponsored newsletters, sponsored
content or banner ads.

6. Audience building
Casey Newton, Silicon Valley editor
at Vox’s The Verge, writes a daily
newsletter to build a loyal audience
and boost traffic to support their
advertising model.
LINK
The Interface by Casey Newton

7. Increase subscriptions
Swiss Schaffhauser Nachrichten
creates a loyal audience via
newsletters to increase their
broader business model: digital and
non-digital subscriptions.
LINK
Das Beste der Woche

8. Advertising
VentureBeat publishes multiple
newsletters about specific topics
(like AI, AR/VR, Marketing
Technology, etc.) incorporating
sponsors for the newsletter itself or
sponsored content.
LINK
VentureBeat’s Marketing Weekly or or
AR/VR Weekly

9. Paid newsletter subscriptions
Fast Company launches a paid
newsletter with premium content.
The free version will also include
sponsorships.
LINK
Fast Company newsletters

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

11. Built with editorial teams in mind
Techstars
This is the email body copy. The text is set
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to this font, use Helvetica Neue as a
replacement. Enjoy, and have a great day!
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September 22, 2015 at 11:15 AM
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Organization: Techstars
• Manage multiple newsletters
• Built-in approval workflow
• One consistent design for all
your newsletters
• Supports many business
models

12. We help news,
magazine and B2B
publishers.
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13. Thank you!
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