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A 201 guide for taking your newsletters to the next level — growing the lists, making money, and mor
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Section 1: Why Newsletters Matter
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Section 2: Getting Started— Choosing the Right Approach for Your Newsletter
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Section 3: Different Types of Newsletters
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Section 4: Newsletter Workflows
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Section 5: Growing Your List
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Section 6: Email Monetization
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Section 7: Evaluating Success—Email Metrics and Health
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Reader Revenue and Membership
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Advertising and sponsorship
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Email Acquisition Tactics
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Four Workflow Examples
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Four Workflow Challenges You’re Probably Frustrated about
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The Philadelphia Inquirer Morning Newsletter
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The Hechinger Report’s Weekly Newsletter
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The Marshall Project’s Opening Statement and Closing Argument
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The Trace’s Daily Bulletin and The Canon
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On Platform Acquisition
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Boosting Acquisition Beyond Your Website
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Concept #1: Legal and ethical considerations
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Concept #2: Track the source where subscribers found you
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Concept #3: Bucket analogy
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Email Research Guide and Python Notebooks for MailChimp Users
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Email Benchmarking Tool for MailChimp users
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Display ads: These are the image-heavy banner ads that run throughout many newsletters.
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Native ads: These are advertisements that look like editorial content, but are labeled explicitly as
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Sponsorship: This is when publishers sell sponsorship of an entire email to an advertiser.
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Classifieds: These “old school,” text-based ads are on the rise (see HotPod, Ann Friedman)
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Vanity Metrics: How to Approach
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1. Underestimating how much time and energy a daily newsletter takes to produce
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2. Balancing the need to maintain your core audience, while expanding your audience by slowly bringi
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3. Internal clarity and communication
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4. Metrics bringing you down or stalling action
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Before you begin work on creating a new newsletter or refining an existing product, it is critical t
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Opt In’s Diagnostic Survey
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Matt Kiser’s Three Questions
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Guide to Audience Revenue and Engagement