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“Publishers get anywhere between 30% to 70% of their traffic from newsletters,” the unsung hero of subscriptions and traffic acquisition

What's New in Publishing 17 Mar 2020 08:30

OPINION

It’s been 42 years since Ray Tomlinson sent the first-ever email, but it would be another 25year until Hotmail launched the first web-based service and emailing really went mainstream.

Fast forward to 2020 and e-newsletters are a  decades-old technology that is not exactly thrilling the industry. Every publisher has them, most of us read them but nobody is excited about them. Since their development they have hardly evolved,  still wedded to an images and javascript format. However, this unsung hero is experiencing a little bit of a revival and publishers should pay attention. An investor in Subtrack, a newly launched platform for writers to create and monetise their own newsletters direct to their readers went as far as to describe the “intimacy-leveraging subscription model” as the future!

For publishers, at a most basic level, e-newsletters are simply a modern way of delivering their content to someone’s doorstep – except that with the evolution of the smartphone it goes beyond the doorstep and to wherever their reader might be. When you consider that 80% of smartphone users check their phone before even getting out of the bed, it does not get much more intimate than that!

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