by Eric Potter Donald W. Reynolds Journalism Institute October 31, 2018 When Tamara Power-Drutis worked at Crosscut Public Media, a nonprofit news site in Seattle, she was involved with the site’s email newsletter. She was absolutely sure they were doing it wrong. She just didn’t know in what way. “It went out twice a day, but we didn’t [...]
Some newspaper subscribers head to their mailboxes every morning to grab the paper. Others open their inboxes and scroll through email newsletters to find stories to read. In the age of the internet, email newsletters are yet another direct way for newsrooms to connect with their audiences. They create a more intimate relationship with subscribers, drive traffic to the main website and boost revenue. Although beneficial, it can be a challenge for newsrooms to set aside time and resources to craft an effective newsletter. That’s where the free tool Opt In can help.
So you heard that email newsletters are the hot new trend for news organizations looking to reach highly engaged audiences and now you’re thinking of starting one in your newsroom. But where should you start? A new tool out Monday from the Seattle-based Crosscut Public Media and Reynolds Journalism Institute hopes to help answer newsroom’s newsletter questions.
Crosscut is researching the most effective way to convert unique news readers into engaged email subscribers in partnership with the Reynolds Journalism Institute. Tamara Power-Drutis, former executive director at Crosscut and RJI fellow, served as the project leader. Later this year, Crosscut will release what Power-Drutis describes as a free “newsletter playbook tool” to serve as a guide for news organizations.