The Resurgence and Importance of Email Newsletters

Email newsletters, once thought of as low-tech and unfashionable, are proving increasingly valuable to publishers looking to build strong direct relationships with audiences. Email can help build habit and loyalty, which is particularly important for new business models such as subscription and membership.

Previous research has highlighted a sharp increase in their production in recent years, both by ‘legacy’ print and newer digital media publishers (Jack 2016). The trend mirrors the continued importance of email in daily life, and its widespread use in marketing, despite the emergence of more sophisticated digital tools. In this chapter we explore in detail the role played by email news, how publishers are developing their editorial products, and why audiences value the format.