How to make email newsletters a “powerful medium” for engagement

Alastair Reid talks to writers and editors who produce newsletters and shares some tips to cultivate a loyal and engaged readership. For example, the timing should serve a purpose and regularity matters. “I’m almost certain now that if we had an email newsletter that was weekly the open rates would be much lower,” said Siraj Datoo, who founded BuzzFeed’s The Morning Memo. “The way that we have done this – sticking to the same time – we’ve managed to create a brand loyalty among readers because they keep coming back for more and wanting to read it.”

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