Like many publishers, The Washington Post put together a special email newsletter that carries the latest coronavirus coverage. In the span of just two months, the newsletter, which combines a reported top story with curated Post pieces about the pandemic, has become by far the most popular of the more than 60 email newsletters it offers — in fact, the Coronavirus Updates Newsletter is twice as popular as the No. 2 newsletter the Post offers.
The Post would not say how many subscribers the newsletter has but claims it gets a 40% open rate. The newsletter is not purely a monetization play, though the Post has managed to do direct-sold ad deals for it (Sponsors include Goldman Sachs, Slack, and Salesforce). Instead, it is an opportunity to establish a direction connection with new readers in the hope that they might become subscribers.
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