Contrary to popular belief, e-mail is not dead. And newsletters are a primary way news companies are creating relationships with audiences.

Created in the early 1970s, the newsletter market represents more than 4 billion users worldwide, and 87% of marketing leaders say e-mail is critical to their success, Ismael Nafría, a journalist, consultant, and professor specialising in digital media, told attendees of the recent INMA Latin American Conference. 

A newsletter is:

• An e-mail.

• Tool for direct communication.

• A journalistic product.

• The foundation of a community.

• A professional development tool.

Nafria presented to INMA members 15 elements to consider for creating a successful newsletter.

1. E-mail marketing. A newsletter is a message communicated by email to opt-in subscribers. It’s a very direct communication tool that can be very effective; it’s also simple in that most internet users are familiar with. This interaction is personal because there are no algorithms and no external aspects; the user has total control once it’s received. 

2. Clear and well-defined topic. You should determine what your newsletter will be about, and you must have a very clear answer. Users will decide to sign up for your newsletter in large part because the topic interests them. The newsletter must have a clear focus, which can be explained very simply, either with a slogan or a brief description.

3. Value proposition. You should apply the same business logic as for any other company, product, or service. What problem does the newsletter solve? What differential value does it bring to the market? What value proposition will make it a winner?

4. Recognisable title or brand. Choose the title with branding in mind. We have to differentiate ourselves so the audience chooses our newsletter, to establish a deep connection with the audience, and for giving the digital product personality. A newsletter can be its own media outlet, and as such should be easily identifiable. Examples include Morning Brew, The Hustle’s Daily Business News, The Morning from  The New York Times.

5. Specific audience. We must identify, as clearly as possible, the audience we want to address, know who they are, where they are, how we can connect with them, and through what method. The more clarity we have on this matter, the easier it will be to craft a compelling message and present a winning value proposition.

6. Expertise. Any newsletter, no matter what it’s discussing, must be developed and written by experts on the subject matter.Users who subscribe to a newsletter expect to learn from it, discover new things about the topic it is dedicated to, better understand a subject, or stay fully up-to-date on a topic, among other goals. This is only possible if the person writing it masters the subject and knows how to effectively convey their knowledge. An example is Heather Cox Richardson’s “Letters from an American” on Substack.

7. Unique and valuable content. The most effective newsletters offer high-value content that isn’t available elsewhere. Being able to provide this differentiating value is the best guarantee that users will want to open the next email we send. And they'll want to spend time reading the newsletter, regardless of whether they click on the links in it.

8. Personality and tone. The newsletter should reflect the voice of its author, which connects better with the reader, whether using a formal or informal tone. It is advisable that the newsletter be signed and that it be possible to establish an easy and fluid relationship between the person writing it and its readers.

9. Identifiable format with multiple options. There’s not just one format that works; it depends on what your offering is and who you’re targeting with it. It must be clear to the reader what you’re offering (informative, short, analysis, comic, curated content, serial, recommendations, etc.)

10. Clear and usable design. Should be optimised for mobile as that is the most commonly used device for reading newsletters. The design can also be used for branding and to give personality.

11. Consistency is key. Be consistent on topic, format, voice, design, and frequency. A newsletter must deliver what it promises on its first day - and every day after. It’s okay if the first edition doesn’t work, you have to be patient and promote it. If you have a good product the results will come.

12. Interaction with readers. Newsletters are great because they’re a direct connection between the writer and reader, and offer a foundation for building audience interaction. You can invite people to surveys, join online conversations, etc. This usually gets more interaction than other content models.

13. Analyse performance. Monitor and interpret the data to understand how the audience is engaging. Be clear on the goals for your newsletter for your most important metrics, such as the open rate (percentage of users who open the newsletter) or click-through rate (percentage of users who click on one of the links in the newsletter), among others. We must also evaluate the acquisition of new subscribers—where they arrive, when, why, etc.—and the acquisition of unsubscribers. Not all newsletters pursue the same objectives, so evaluating their performance will largely depend on the goals we have set.

14. Time and effort. Newsletters are an easy product, but it’s vital to identify the dedication you will put into it. If not done well, it can generate problems. One of the main reasons why people abandon publishing a newsletter is miscalculating the dedication it requires. We don’t need high technology, but it does require dedication.

15. Define the business model. Newsletters offer two avenues to monetization: paid subscription, or sponsorship and advertising (or a combination of both).

This newsletter formula has really opened up a huge market for users, Nafria said: “Offering a newsletter can be an entryway to paid subscribers, and to boost engagement and improve communication with your audience.”

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