![]() Become more valuable to more people by helping them make the most of their lives and passions.Build on their lead as the world’s best news destination.The Times as a company wants to be “the essential subscription for every curious English-speaking person in the world,” Collins said. Aligning newsletter strategies with company goals The company’s largest and most popular newsletter is The Morning, a daily briefing that has a subscriber base of 16 million.Īt our recent Digital Media Europe conference in Vienna, Collins offered an in-depth look at how The Times’ has adjusted and refined their newsletter strategies over time as they aim to have their newsletters support the company’s overall goals. ![]() They can expose people to all we have to offer, because there is so much The Times is doing every single day that it’s impossible to see it all just from the homepage or social media feed.” “They can bring people back to the website. “Newsletters can play many different roles,” said Paige Collins, Senior Product Manager at The Times. There are also personality based newsletters built around their star columnists, as well as ones aimed at helping readers find great books and music, and what they should be watching, streaming and much more. “From the beginning it was important for me to build a community of people who really wanted to be part of this community, rather than just having the numbers.The New York Times has a massive portfolio of around 100 newsletters across a wide range of topics from a daily briefing to health and wellness, parenting, the climate crisis, politics and sports. “It’s important that I don’t bombard people with too many newsletters, and twice a month feels like a good pace,” she said. She said that she now had 8,000 subscribers and that, on average, 25 percent to 30 percent actually opened the newsletter email, a figure Ms. Each communications platform has its own specific audience, she said, with newsletter subscribers “more intellectual than, say, Instagram users,” Ms. “It drives everyone insane.”Įven the jewelry influencer Katerina Perez has added a newsletter: the email, which she sends every other week, presents an overview of the stories she recently published on her blog and details of industry events like celebrity red-carpet appearances. For example, a newsletter item featuring her heart-motif Cuore ring led subscribers to buy other things, and featuring her best-selling woven gold Lucky bracelet led to purchases of Cuore rings. She also said that, while the brand can track reader interactions with the newsletter, it is actually less commercial than she had expected. “Maybe it’s more subtle, sometimes too subtle, but I think the right people are reading it.” “Rather than just - ‘Here’s a new product press release’ magazines pick it up or they don’t - this was something a bit more organic and natural,” she said. “La Catena was a place to contain all the ideas I have, especially after Covid,” she said. Bucci said the site allowed her to cover topics of personal importance, like Re-engage, a British charity that supports older adults (the company donates 2.5 percent of its revenues from its London store to the cause). ![]() Barbara Sturm, the beauty brand founder, and her daughter, Charly. It offers interviews and columns such as Wasting Time, which invites people to describe their downtime (the actress January Jones opened the series) and Lucky for Life, which profiles a special relationship like, recently, the bond between Dr. ![]() Of course that changes when they begin sending targeted newsletters to different customers or start to employ sophisticated tracking methods.Įach one has a link to a story on a website named “La Catena,” or “The Chain,” which originally was established for employees but now acts as a kind of online magazine and archive. While designers declined to specify exactly how much money they spend on newsletters, most acknowledged that, at least initially, it does not cost much. Now it’s a driving force behind my engagement.” Before, I saw newsletters as a complement to social media. “I always wondered if it was a real community. “I was never fully comfortable with Instagram - it was connection with detachment,” she said. Djuric said the experience increased her partiality for newsletters. Her Instagram account was hacked recently, and Ms. “In a way you’re sending out letters of love and renewing vows.” “I know it’s a marketing tool, but newsletters for me are much more personal,” she said. Now that her focus is on jewelry, she has transformed those messages into a weekly newsletter, so far drawing about 5,000 subscribers, she said. The New York-based designer Jovana Djuric, whose bold jewelry echoes her background as a sculptor, started sending emails about her sculpture exhibitions and other news to fans in 2001.
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