The Future of Media, Explained - from Press Gazette
Newsletter strategy for publishers: Masterclass with the FT's Sarah Ebner
Feb 6, 2025
Sarah Ebner, Head of Newsletters at the Financial Times, is a powerhouse in driving subscriber growth, expanding the FT's email base from 500,000 to 1.6 million. In this insightful discussion, she unpacks the transformation of newsletters into indispensable tools for reader engagement and loyalty. Ebner shares strategies for enhancing subscriber interaction through compelling content and targeted marketing. She highlights vital metrics for measuring success and emphasizes how newsletters can provide significant revenue while fostering a loyal audience.
26:43
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Quick takeaways
- Newsletters have evolved into essential tools for reader engagement and revenue generation, driving significant subscriber growth for publishers like the Financial Times.
- Implementing tailored metrics and fostering community engagement through interactive features can enhance loyalty and connection between publishers and their readers.
Deep dives
The Growing Importance of Newsletters
Newsletters have increasingly become a vital part of modern journalism, serving as a direct channel to engage readers. Their importance has evolved from being mere afterthoughts to now being significant engagement and revenue drivers for publishers, as evidenced by survey findings on media investments. Readers appreciate the personal connection that comes from receiving communications directly from trusted journalists, leading to high open and engagement rates. As a result, many organizations are prioritizing newsletters by assigning some of their best writers to this platform.
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