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 [...]
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.
With no silver bullet or obvious funding solution for the future of journalism, our eyes are glued to the horizon for the next great idea. But what if some of those ideas aren’t on the horizon, but right in front of us? As Freek Staps wrote in his roadmap for media entrepreneurship, “Not every idea has to be a blockbuster. Small successes can also lead to new revenue streams (and a larger scaled transformation in the newsroom).” One of those nonblockbuster opportunities is likely sitting in your inbox right now: newsletters. If done well, newsletters can inform subscribers while also generating revenue. However, it’s important to know from the outset what the main purpose is. For curators interested in monetizing their newsletter, here are four possible methods to consider.
Your newsletter subscribers are trying to tell you something, but are you tracking the right metrics to hear them? Learning from and iterating upon even the simplest elements of your newsletter can lead to powerful insights and improvements for your newsletter and audience, as we discussed in Designing a Data-Driven Newsletter. Curators traditionally rely on three standard metrics to gauge newsletter effectiveness: open rate, click-thru rate and subscription rate. Yet these alone don’t provide a complete picture of newsletter health. Conversely, collecting every possible data point does not guarantee fitness. Too many curators waste time collecting data simply for the sake of collecting, rather than using analytics to diagnose and improve.