How The New York Times gets a 70 percent open rate on its newsletters by evaluating what its readers are interested in

With more and more newsletters available, The New York Times is taking a closer look at what their readers are looking for in NYT’s newsletters. NYT executive director of product Dork Alahydoian says they’re taking two approaches: the first goes beyond traditional sections to make newsletters around broad lifestyles and themes, and the second is a narrower approach. The numbers suggest that it’s paying off: Subscriber volume has grown 14 percent in the last 6 months, average open rate for all weekly newsletters is 50 percent, with open rates for some newsletters such as Nicholas Kristof’s more than 70 percent.