Suppose you already have several newsletters and other publication channels but want to grow your audience. A pop-up newsletter can be a great tactic.
One option is to launch a newsletter on a trending topic. Recently, there have been quite a few examples about impeachment. But we’ve also seen the soccer world cup or something like summer in the city.
Another approach is launch a pop-up to extend your brand to an underrepresented audience segment. Jacob Granger
reported on an interesting case
of this for journalism.co.uk. Business news publisher Bloomberg found a way to reach a much younger audience with a pop-up newsletter on career development.
Bloomberg found that 18-35 year-olds were ‘over-indexing on company and people’s pages’. The business news publisher then saw an opportunity to see if they could cater to this market of university under- and post-graduates in a new way at this critical time in their lives.
The strategy proved successful and provided Bloomberg with an opportunity to connect with a new audience segment. Bloomberg surveyed the subscribers of this new product and found:
Two-thirds are women and 62 per cent of the audience is younger than 35 years old. This is a key insight, said Johnson, as it gives Bloomberg room to think about how it can serve this next generation of working professionals. “The opportunity to build a rapport with this audience - that could lead to subscriptions down the road - is a meaningful one”.
had a great list of trending topic pop-up examples in her Axios Media Trends newsletter
CNN launched an impeachment tracker newsletter that amassed over 11,000 subscribers in a few days, per CNN. The New York Times also launched an impeachment briefing newsletter.
Game of Thrones: The New York Times, The Telegraph, and even Politico all developed Game of Thrones newsletter that guided readers through the end of the series. About 80,000 subscribed to the Times’ eight-edition newsletter, per Digiday.
World Cup: The Times and The Washington Post both ran pop-up newsletters around the World Cup.
Midterms: Vox, Stat News and others launched pop-up newsletters for the 2018 midterm elections.
While the above are examples of pop-up by large publishers, the tactic has also been used successfully by indie authors. A great recent example is impeachment.fyi
, a daily snapshot of what’s happening in impeachment news by journalist Dan Sinker
. There’s so much news around impeachment and Dan does an amazing job of making sense of a very confusing situation.