Email newsletters, which seemed all but dead at the height of the social media revolution, have made a roaring comeback.
Traditional publishers like the New York Times, online specialists like Quartz and even newsletter-only publishers like TheSkimm are winning over droves of readers and creating new revenue streams at the same time with their email strategies. And there are as many newsletters as there are topics to write about. At Revue, we help tens of thousands of people, from big companies to individual writers, publish editorial newsletters that readers look forward to seeing in their inboxes.
Publishers of editorial newsletters have a laser focus on the right audience
Their success turns on one metric above all else: Open Rate.
ADVERTISEMENT Why is the open rate crucial for editorial newsletters?
There is a wide range of newsletter metrics available to newsletter publishers: list growth, delivery, open and click rates, return on investment and more. That’s not surprising given the wide range of newsletter types. Some are meant to promote a product or service, while others are editorial. Some come out daily with lots of original content. Others are less frequent and round up links.
The right metric to focus on depends very much on the type of newsletter. In an earlier article on MediaShift, the creators of newsletter planning tool Opt-In give a nice overview of all metrics and which type of newsletter they apply to.
For publishers of editorial newsletters, however, it’s the
Read more here: http://mediashift.org/2018/02/editorial-newsletters-reach-open-rates-50-60-percent/