Email insights and analytics are changing, but what does it mean for you? Litmus hosted a live webinar offering practical tips to address Apple’s Mail Privacy Protection and the end of third-party cookies. The webinar (and recap) include:
My takeaway? I think we’re overdue for more creative reconfirmation campaigns. I’m going to test messaging that’s less big brother “looks like you’re not clicking my links, still interested?” and more... fun? I’m obviously still trying to figure out what that is, though.
Discovered via Really Good Emails.
Ever considered serializing a book via a newsletter? Elle Griffin plans to release weekly serial content, chapter by chapter, from her French-style gothic novel this fall. In her interview with Ali Montag, Elle explained how a paid newsletter model is an option for all writers:
“My plan is to go paid in September of 2021 when I launch my first book. I'll offer the first four chapters for free, then come October readers will have to pay $50/year to subscribe to it.”
Psst! I am ALL ABOUT this idea and have plans for a monthly paid nonfiction narrative about finding a lost shipwreck soon. I’ll keep you posted.
July’s feature stories include:
Related: Email on Acid breaks down if you should us BIMI.
These 6 newsletters are worth checking out. A good newsletter creator looks at other newsletters for ideas and angles while at the same time adapting, tweaking, and creating unique (read: not copied) content.
Related: Looking for more? In this article, 23 newsletter writers dissect their favorite newsletters. Fair warning: it may be behind a subscription paywall if you’ve already used up your free monthly views of The Cut. Discovered via Inbox Reads.
Also Related: Lastly, this piece features 8 marketing-specific newsletters (that aren’t boring) to check out.
Could Twitter actually grow your subscriber base? This step-by-step instruction piece details how to use Twitter to grow subscriptions.
A word for the wise: make sure any bonus content you offer in exchange for subscriptions or Tweet sharing aligns with your newsletter if you want really engaged subscribers.
Pulitzer prize-winning art critic Jerry Saltz did.
And we’ve somehow hit a theme this issue of what I’m thinking of as “reflecting on the editorial process.”
His primary reasons?
The article indicates Saltz prefers to work with an editor and doesn’t want to spend excessive energy asking readers to pay.
Check it out here for a more thorough understanding, then indulge in the Twitter debate about the state and future of media that ensued.
You are not alone.
But I bet that’s not super comforting.
The best quote came from an anonymous newsletter sender (anonymously because he doesn’t want sponsors to understand how little he can guarantee the newsletter lands in the primary inbox):
“Like some ancient, unknowable deity, Gmail ‘has this influence over our lives, but we don’t know ... how they’re making decisions and how it will affect us from one day to another. We just know that it’s always changing, and sometimes it’s good news and sometimes it’s bad news.’”
Discovered via American Press Institute.
Psst! Curated does everything we can to keep you primary, including instructions for new subscribers to take actions to show they want you there and curating stories on deliverability to keep you up to date.
Molly Fischer thinks so.
In this piece for New York Magazine’s The Cut, she explores the modern email newsletter and its merits as a genre.
It appears that in studying the form, she subscribed to a deluge of newsletters (I’ve experienced this first-hand in my own research), found great satisfaction in what they delivered, then concluded that they lost their allure and failed to provide the escape she’d hoped they might.
The piece (splendidly written), examines the nuances of what a newsletter can be:
“The newsletters of today can be professional editorial operations, like Politico’s Playbook (which casts its readers as fellow Beltway insiders) or The Skimm (which casts them as brunch-drunk sorority sisters). They can also be scrappier, more idiosyncratic missives akin to personal blogs. Newsletters can be like newspaper columns, cut loose from institutional authority. They can be like podcasts that you cannot absorb while running errands, like zines without the photocopy static, like Instagram with the lifestyle recommendations rendered as text instead of subtext. Many newsletters partake in the limitlessly available navel-gazing of online media commentary. Newsletter writers describe the process of writing a newsletter; creators who monetize their personalities through their newsletters report on the ways that other creators are monetizing theirs.”
She then proposes that, while different, what they share is “the direct personal appeal of special delivery.” In other words, they use a 1:1 approach but scale it to become 1:many.
And that at some point subscribing to a person can become tiresome if they are overly self-promotional.
“Understanding one’s self as a cause to be championed risks a certain unappetizing self-regard.”
Plus, she writes, they lack the filter of a collaborative editorial approach.
Molly’s words are poetic, and they summarize the current state of newsletters quite well.
Actually, they summarize almost any self-publishing, transactional venture: a strong relationship with readers is the crux of success. And we tend to only have a few friends we really stay in touch with as often as most newsletters hit our inboxes.
Some will become a part of our routines, others will pile up until we unsubscribe.
A Roundup of Related Articles:
Apple Mail’s privacy changes are coming. Instead of wallowing in self-pity, take a look at this strategy introduced by Shawn Twing and Andre Chaperon of Tiny Little Businesses. It’s designed to help maintain email list hygiene. They plan to have subscribers who don’t click a link in 8 weeks reconfirm their interest in being on their list.
What I like about it: It allows the reader to express continued interest.
What concerns me: I’m curious about the percentage of people you might clean from your list who missed the reconfirmation request.
If you go this route, you’ll want to consider adapting this approach depending on your send cadence and how link-heavy your newsletter is.
Related: Could recent software and privacy changes mean it’s time for newsletter creators to think outside the inbox? (Discovered via Raisin Bread)
It’s not often I find solid newsletter deliverability guides written by actual newsletter senders. Usually they come from the deliverability companies.
This guide from Stacked Marketer provides thorough insights and action steps worth implementing.
Discovered via Growth Marketer.
Psst! Curated users can learn how to set up SPF and DKIM records here.
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