Subscriber-exclusive newsletters are currently having a moment. This is great since email newsletters are an effective way to drive reader engagement — but only if you’re doing it well.
Check your newspapers’ newsletter practices against the following advice collected from newsletter experts by the Medill Local News Initiative:
Inject personality into your newsletter, but don’t go overboard with jokes.
When in doubt, keep it short.
Test your subject lines, headlines and lean-ins.
Figure out the best timing for your intended audience.
