How publishers are building habit with short-run newsletters


Mary-Katharine Phillips

The importance of newsletters in today’s media landscape comes as no surprise. French financial newspaper Les Echos found that readers who reached the website via email are more loyal than those who come via social media or search, while The New Yorker found that the top sign a reader will become a paid subscriber is if they are a newsletter subscriber. More and more publishers are beginning to think of newsletters as a crucial step in their conversion funnel: instead of focusing their website on converting paid subscribers, they focus their website on encouraging readers to subscribe to a newsletter. Then the goal of the newsletter becomes developing a daily habit and converting readers into paid subscribers.

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