Sarah Ebner, head of newsletters at the Financial Times, outlines the transformative power of email newsletters in a recent masterclass. Under her leadership, email subscribers at the FT surged from 500,000 to 1.6 million, establishing newsletters as the primary driver of reader engagement. Ebner highlights the dual role of newsletters in fostering subscriber loyalty and opening channels for new revenue streams through advertising and subscriptions. Her insights offer actionable strategies for publishers looking to enhance their newsletter offerings and better connect with their audiences.
Email newsletters have become the largest source of reader engagement for the Financial Times, crucial for both subscriber loyalty and revenue generation.
The growth from 500,000 to 1.6 million email subscribers demonstrates the effectiveness of a strategic newsletter approach in attracting and retaining readers.
Sarah Ebner emphasizes that a well-targeted newsletter can foster deeper connections with audiences, essential for converting casual readers into paying subscribers.
In the competitive publishing landscape, figuring out how to optimize newsletter strategies is key for publishers seeking sustainable growth and profitability.
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