Newsletters are the “zero subscription”

The word newsletter on a page typed on an old typewriter. Photo by George Hodan, Public Domain

The word newsletter on a page typed on an old typewriter. Photo by George Hodan, Public Domain

At the risk of sounding repetitive, in today’s newsletter, I highlight newsletters. I am incredibly focused on this in my current role because of the overwhelming evidence that this is one of the best ways to growth subscriptions or membership. Today, we have another data point from Switzerland and NZZ. From a review of their efforts in Digiday:

The publisher has a data science team of nine people working on propensity models. A recent analysis looking at all registered users over the last eight months found that those who had signed up to two or more newsletters have the highest subscription conversion rate.

I was at the Google News Initiative Summit a couple of weeks ago, and one of their product managers called newsletters the “zero subscription” because their data has shown it is the most important first step that content companies can take in their efforts to grow subscribers and members. I’ll have more about that in my next piece for What’s New in Publishing.

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