Preview: The New Letter

Newsletters are considered by many to be a boring, outdated format, and often sit unloved and unopened in email inboxes. But some publishers are taking a more considered approach to the format and taking cues from magazines to attract and engage a younger audience.

Clover Letter, which has an enviable 65% open rate, features a blend of daily news, essays and interviews geared towards a teenage demographic. ‘Clover Letter goes against the stereotype that teenagers have no attention span, that teenagers don’t care about news that isn’t related to Kylie Jenner and that teenagers don’t read email,’ Casey Lewis, co-founder of Clover Letter, explains to LS:N Global. ‘There is nowhere else on the internet that is telling teenagers about what is going on in the world, aside from traditional news sites such as CNN. We break the news down into digestible content that can be read in five minutes on your iPhone.’