According to Hannah, the two keys to being able to launch eight newsletters in eight days were clarity on strategy and an easy to use tool for editorial newsletters.
The strategy starts with a push towards reader revenue. Madsack had recently introduced the award winning “Plus subscriptions” for all titles - unlimited access to all digital content that had been moved behind the paywall for a flat monthly fee.
Newsletters have been at the center of pivots to reader revenue for many publishers. So Hannah and her team were working on plans to use newsletters at each step of the “Plus subscription” funnel:
- Acquire new audiences by launching newsletters targeted at segments not served previously.
- Retain readers by getting them to come back frequently with the help of newsletters geared towards their interests.
- Convert readers into paying subscribers by including links to “Plus” content and promoting subscription offers directly in the newsletter.
Then the corona pandemic hit and kicked the plan into high gear. Interest in trustworthy information about the local situation and measures due to the virus was sky high and RND wanted to launch two newsletters for two local brands about the coronavirus as soon as possible.
Enter Revue, an editorial newsletter platform created for publishers. The team at Revue was able to set up the newsletters within days and allowed RND to launch the HAZ Corona-Update
and MAZ Corona-Newsletter
on March 23rd, 2020, at the height of the pandemic.
Revue takes care of the template and design and makes sure that the newsletter looks great on any device and email client. It also has an easy to use editor that lets authors without prior newsletter experience get started instantly. “If all tools were as simple, journalism would be much better off,” one editor said.
Editors write the newsletter directly in the final layout that readers will see. And simply drag & drop articles that have been published online into the newsletter, complete with image and summary.