The Future of Media, Explained - from Press Gazette Newsletter strategy for publishers: Masterclass with the FT's Sarah Ebner
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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.
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Newsletters' Evolution
- Newsletters are becoming more personality-driven, like podcasts or blogs.
- They offer unique value and intimate connection with top writers.
Newsletter Metrics
- Define clear goals for each newsletter, whether it's traffic, conversions, or list growth.
- Don't compare your metrics to others due to inflated open rates from Apple's MPPs.
Realistic Open Rates
- Consider a good open rate to be around 35%, even if reported rates appear higher.
- Allow time for opens to accumulate before assessing data, as not everyone reads immediately.