Publisher examples of newsletters11/23/2023 ![]() For example, Torstar’s food newsletter could personalize restaurant recommendations based on food articles a reader consumed on the site, but Topping said a better strategy is to “just do a really, really good job every week picking the right five places that we think most people will be excited about.”Ī publishing executive who spoke during a closed-door session at the Digiday Publishing Summit in Key Biscayne, Fla., last week said they tested personalized newsletters for a few months but also found email subscribers didn’t “want anything super custom” in the form of a personalized briefing. “I would rather the work involved that goes into newsletters at The Star go towards making the best possible email offering for the greatest number of people,” Topping said. The personalized newsletter drove engagement for a “niche audience” who wanted tailored recommendations but it wasn’t “necessarily something that’s going to move the needle,” he added. Most newsletter subscribers “seem pretty happy getting what everyone else got,” Topping said. However, newsletters are ultimately a vehicle to get people to click through to the site and then personalize recommendations from there, he said.ĭavid Topping, newsroom director, newsletters, Torstar Reach plc is also testing sending a cohort of readers different subject lines to see what versions drive better engagement, Camelbeek said. Newsletter personalization is “part of our roadmap,” Camelbeek said, but it’s still “early days.” If someone has subscribed to the “Royals” newsletter, for example, Reach plc can determine which articles the reader is clicking through and serve them additional links to those types of stories to get them to return to the website. ![]() ![]() For example, Reach plc saw a group in its larger lifestyle cohort reading articles on the Mirror and the Daily Star about the TV show “I’m a Celebrity” and created a newsletter specifically around this content. In newsletters, Reach plc breaks down cohorts into smaller groups to serve them different sets of content to see what performs well and then distributes that content to a larger cohort. ![]() Then, with machine learning, Reach plc can build models based on reader signals, which has resulted in creating “hundreds of cohorts,” Camelbeek said. publications and websites like Daily Mirror and OK! Magazine - is to get people to spend more time on site and consume more pages per session to ultimately get them to register and become known users, said Reach plc’s chief product and customer officer Jean-Paul Camelbeek. The main goal for the personalization efforts at Reach plc - which owns over 200 U.K. Reach plc, on the other hand, does not have a paywall and its business is based on ad revenue. ![]()
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