The Mario Blog
11.28.2017—1am
E-mail newsletters can be a real seductive hook

I believe 2018 will be the year we see more newspapers starting their own email newsletters. It should be!

 

It is one of the top five items in my overall presentations to newsrooms around the globe: market your content, do it early in the morning, hook the user into coming to your stories.

Indeed, the morning email newsletter is key and I confess that I take a look daily to about four newsletters that I know offer me a good overview of what I should know before I even jump out of bed. Most of us start our day reading emails and text messages, so why not get information from our news brands about what’s important that day.

An E&P article points out the importance of email newsletters and quotes the late David Carr from The New York Times and what he wrote about newsletters in 2014:

“With an email, there is a presumption of connection, of something personal, that makes it a good platform for publishers. Publishers seeking to stick out of the clutter have found both traction and a kind of intimacy in consumers’ inboxes.”

The Times knows how to do newsletters perfectly well. I subscribe to several, including one about Running and another about Theater, two interests of mine.

 It  recently added  a weekly roundup by editor Tim Herrera featuring advice on how to live a better life.  I find myself not only reading this newsletter, but sharing interesting items such as this on social media:

 

 

The Times’ morning brief goes beyond news to include lifestyle items of interest and even recipes that cater to the day’s weather, for example.

 

 

And, let’s not forget that newsletters can carry advertising and have sponsors.

 

One highlight of the E&P article that merits consideration:

As more and more newspapers move behind some form of digital paywall, convincing more readers to become engaged with newsroom content is no small consideration. The Washington Post calls this strategy the “customer-engagement funnel,” where they use newsletter to convert non-regular readers into devoted followers to read more regular and eventual decide to subscribe to a digital bundle.

I predict that we will see more email newsletters launched in 2018, as it should be.

 

Mario’s Speaking Engagements

 

 

April 18-19, 2018-Newscamp ,Augsburg,  Germany.

 

 

 

 

May 26, 2018Associacion Riograndense de Imprensa, Univesidad de Santa Cruz (Unisc), Brazil

 

 

June 3-6, 2018The Seminar, San Antonio, Texas.

 

 

 

Our digital transformation workshops

If you would like to find out more about our workshops for digital transformation, email me: mario@garciamedia.com

I will be happy to answer your questions and provide more information. Our workshops are offered in both English and Spanish.

 

 

TheMarioBlog post #2739

 

Blog Post12.13.2017—1am
Best wishes for the holiday season!
Blog Post12.12.2017—1am
Every year should be year of the audience
Blog Post12.11.2017—1am
The Post Most: curated content as easy as 1-2-3
Blog Post12.08.2017—1am
The power of a comic
Blog Post12.07.2017—1am
Those European ePapers Continue Growing
Blog Post12.06.2017—1am
Journalism students and print (not a romance)
Blog Post12.05.2017—1am
The nuances of using ragged right type
Blog Post12.04.2017—1am
Monocle’s habit-forming daily briefing
Blog Post12.01.2017—1am
2018: More digital everything, more of the Trump factor
Blog Post11.30.2017—1am
That time of the year to think what next
Blog Post11.29.2017—1am
Apple goes romantic
Blog Post11.28.2017—1am
E-mail newsletters can be a real seductive hook
Blog Post11.27.2017—8am
An e-newsletter with visual appeal
Blog Post11.21.2017—1am
So 2017 was really NOT the year of video……
Blog Post11.20.2017—1am
The New York Times: the Spanish weekly
Blog Post11.17.2017—5am
Paywalls, storytelling highlight Latin American conference
Blog Post11.15.2017—5am
In Argentina: the hot topic is “paywalls”
Blog Post11.14.2017—1am
The NY Times’ Jobs Classified: Really?
Blog Post11.13.2017—1am
At The New York Times: a kids section on Sunday
Blog Post11.10.2017—12am
“I read it on Facebook.”
Blog Post11.09.2017—12am
The flow of a breaking new story in the mobile era
Blog Post11.08.2017—12am
When content hits the spot
Blog Post11.07.2017—12am
When hierarchy makes a statement
Blog Post11.06.2017—12am
When the advertising wraps around
Blog Post11.03.2017—1am
New Hebrew fonts from Typotheque
Blog Post11.02.2017—1am
Favorite branding logos? No surprises
Blog Post11.01.2017—7am
A New York terrorist attack on the front pages
Blog Post—1am
White (space) is the new trend for print
Blog Post10.31.2017—1am
Turkey: the jailing of an art director
Blog Post10.30.2017—1am
Need a job?
Blog Post10.27.2017—2am
The Economist & Snapchat Discover: Respecting young audiences
Blog Post10.26.2017—2am
The Wall: Get ready for the prototypes
Blog Post10.25.2017—5am
The New York Times’ website redesign: less is best and, please, sign in
Blog Post10.24.2017—5am
At The Washington Post, The Lily hits its own chords
Blog Post—5am
The Lily: new Washington Post product hits its own chords
Blog Post10.23.2017—1am
Coloring opinions
Blog Post10.20.2017—1am
Digital Media Conference: First Day highlights
Blog Post10.19.2017—6am
Speaking today at the North America Digital Media Conference
Blog Post10.18.2017—1am
Long narratives still have a coveted place
Blog Post10.17.2017—1am
Some good print-related news
Contact us with speaking requests, questions or to discuss a project.