Preview: The New Letter

By Daniela Walker 02 : 05 : 2016 Email Marketing : Newsletters : Branded Content

US – Publishers are rethinking newsletters to keep younger audiences engaged.

Publishers are creating inventive newsletters that are more like magazines for your inbox
With most online communication done elsewhere, the email inbox has become a space for thoughtful content

Newsletters are considered by many to be a boring, outdated format, and often sit unloved and unopened in email inboxes.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.’

The Big Picture

For more on newsletters that are finding an audience through innovative content rather than clichéd email marketing strategies, read our latest microtrend The New Letter.