By Tracy Clark, founder of the technology platform Reportory and a 2015-2016 RJI Fellow
Over the past year, an RJI fellow partnered with the Austin American-Statesman to compare e-newsletter content chosen by the readers to e-newsletter content selected by an editor. See what the paper learned. Does increased personalization of news content result in more satisfied customers?MORE
Email newsletters are far from new, but recently there’s been a resurgence in their popularity. With this renewed interest come new techniques. We look at five innovative approaches to delivering newsletters, inspired by Clover Letter, BuzzFeed and TheSkimm. Reporting by Whitney Matewe.MORE
Tracy Clark, a 2015-2016 RJI Fellow at the Reynolds Journalism Institute, believes newspapers with editor-selected email newsletters would have better engagement rates if the content were personalized to each user’s interest. She is in the midst of a pilot study with a large U.S. newspaper, which is simultaneously publishing two email newsletters: one includes editor-selected news content, the other features reader-selected stories. The personalized newsletters are based on Clark’s Reportory platform.MORE
The Washington Post has introduced Paloma, an email delivery system developed by Post engineers that gives the newsroom powerful tools for creating custom newsletters. Built using Amazon's Simple Email Service (SES) platform, Paloma is a light-weight, fast platform that features an intuitive content editor, making it easy for reporters to compose text within the system and automatically embed social content, photos and videos.
"Newsletters are a key way to connect with our readers, and it's imperative that we're creating the best experience for them to engage with our content via email," said Siva Ghatti, engineering director at The Washington Post. "Paloma navigates technical complexities to ensure optimal deliverability and minimal delay for readers, in a clean, easy-to-read design. It also gives us greater flexibility in the future, offering personalization options like prioritizing delivery for the most engaged readers of a particular newsletter."
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