Over the past 18 months something strange has happened, as publishers are devising evermore creative subscription strategies to encourage us to become a paying customer the humble newsletter has made somewhat of a resurgence as a mechanism to convert new readers as paid subscribers. Many publishers are using it in a clever tactic as a try before you buy mechanism and research shows that this is working. After attending a seminar hosted by the Financial Times last year I signed up to their newsletter, and within two weeks became a paid subscriber to their new app the FT EDIT which contains 8 articles everyday highlighting the best articles from the FT news app.
In December I had a conversation with Sophie Laughton, the Newsletter editor from The Metro who told me that in their post print world their newsletter strategy was a key way to acquire new readers and drive them the Metro website and app.
Once considered outdated, newsletters are now central to audience growth and retention strat…
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