It seems like everybody’s starting an email newsletter these days. The web offers an endless stream of information, David Carr wrote in June, so “having something finite and recognizable show up in your inbox can impose order on all that chaos.”
But the newsletter business is getting crowded now, too. The Financial Times and Vox have recently launched new newsletters, and Quartz’s has been widely celebrated. The New York Times recently made its “What We’re Reading” newsletter free for everyone.
(Ahem, you can sign up for Poynter’s new morning and afternoon newsletters here, by the way.)
Time’s newsletter strategy is different. While it’s trendy to offer links to stories your organization didn’t create itself, Time’s goal is to provide the best of what it has to offer every morning — “a snapshot in Time, as it were,” said Edward Felsenthal, Time.com’s managing editor.
When Callie Schweitzer was hired to be Time’s direct of digital innovation last year, the magazine offered RSS-generated emails for 10 different verticals, with open rates averaging about 17 percent. Read more