The Washington Post tests personalized 'pop-up' newsletters to promote its big stories

One of the most effective ways to get people to click and read stories is also the simplest: personalize content for them based on what they're already reading.

To promote some of its biggest stories, The Washington Post has experimented with "pop-up" newsletters. Sent to the Post's existing email subscribers (who don't opt in), the newsletters are personalized based on readers' interests and behavior. Read more from The Washington Post.

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