Subscribing to Newsletters found again a large number of users looking for unique and specific content according to their interests. Many contents in Social Media are aimed at finding new and potential customers to expand their brands in the market.
Journalists in the United States, considered as pioneers of these newsletters, have already incorporated it as a source of monetization of their work with premium subscribers who wish to access their content. Both journalists and the media have their own newsletters. Many of those who have added paywalls have newsletters that also serve for those who are not subscribers, although with links that can only be opened if they become paid users.
Those who are subscribers have different content tailored to their needs. The big reference media, such as The New York Times or The Wall Street Journal, include the Newsletter in the registration process, where you choose what content you want to receive. This is one of the keys to their operation: both those that include text that can only be read and those based on a selection of links, are a product that adds value.
Companies that understand the difference with an email marketing that seeks to sell or promote a product, are the ones that truly leverage its value by treating the newsletter as another piece of their content strategy.
Newsletters usually work with specific topics to start with. For example, sporting events, elections, or what happened with the Coronavirus pandemic. In the first months, online media launched different models of newsletters focused on different points related to the crisis. This condition of a specific point attracts users, who feel interested. The concept of subscribing and leaving their e-mail is a reflection of this interest in receiving related information.
The combination of the newsletter and the concept of monetized individuality, as The New York Times calls it, is the same philosophy behind the success of payments on different platforms, where you pay to see something specific. That concept of uniqueness and exclusivity is the relevant part of why the newsletter is gaining space and trust in the search for consumers.