Start with determining a distinct perspective or value to share with your readers. They offer enough for the reader to know what the featured story is about but hold back the details, so the reader has to click to find the resolution.ĭon’t worry - even if you don’t have harrowing war stories or political unrest to share in your newsletter, you can still curate eye-catching headlines. The Morning email subject lines are typically no more than four words following the title of the newsletter. The Morning features succinct subject lines with compelling descriptions you can’t help but want to open. Short, intriguing subject linesĮye-catching newspaper headlines have been a long-standing tradition in the world of journalism, a skill The New York Times has leveraged in its email newsletter subject lines. That is, a newsletter that is engaging and informative, keeps your readers coming back, and ultimately promotes your brand to a captivated audience. While your organization may not be an iconic newspaper, you can apply many of the same principles The New York Times has used to build your own successful newsletter.
And it turned renowned news stories into a newsletter its subscribers eagerly wait for each morning. It adapted award-winning photojournalism into newsletter illustrations. It translated attention-grabbing headlines into subject lines. So, how has The New York Times built a newsletter subscriber list over twice the population of New York City? It took the strengths of its centurial newspaper and adapted them to a new platform. The newsletter, called The Morning, has garnered over 17 million subscribers. Besides its website that serves as a digital news source for its readers, it has curated one of the most popular daily email newsletters in the world. It has maintained its classic brand and award-winning content while evolving its product to serve a digital audience. Some people say newspapers are dead, but The New York Times (NYT) isn’t taking that lying down. Other Times newsletters, including Today’s Headlines and Cooking, also boast more than a million newsletter subscriptions and many have especially high open rates: NYT Australia, Booming, Nicholas Kristof, California Today, Vietnam ‘67 and the Interpreter all have open rates of 80% or higher.Let’s break down the secrets to success behind The New York Times’ The Morning, and what you can learn from it for your own newsletter. The Morning Briefing newsletter has more than 1.3 million newsletter subscriptions with a 60%+ open rate (an additional number of readers access the Briefing on Times apps and on the web). Marketers can also reach The Times’s highly engaged, targeted newsletter readers by sponsoring one of The Times’s more than 50 newsletters, which are available as individual daily sponsorships.
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Readers who subscribe to Times’s free newsletters are twice as likely to becomes paying subscribers. The Times’s newsletter business aligns with its business model. The Times’s newsletter subscriptions have more than doubled to over 13 million in April 2017, from 6 million newsletter subscriptions in April 2014. A team of newsroom editors, product managers, designers and engineers began taking a more systematic approach, including making better use of analytics, new tools and promotional strategies.
However, growth remained fairly flat for a number of years. Times free newsletters have always been popular with readers. Over the last year, an interdisciplinary team from The Times’s newsroom and product arm has worked together to increase the number of newsletter subscriptions, with impressive results: growth in the number of newsletter subscriptions, open rates and visits to from newsletters.
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