The Washington Post Takes Matters Into Its Own Hands, Creates Newsletter Platform
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Sensing an opportunity to reduce its reliance on third-party providers, The Washington Post has created a platform for email newsletters that is available for sale as part of its Arc suite of editorial and technology products.
Newsletters are a big focus in digital publishing, where homepage visits are getting harder to come by, but the format has challenges of its own.
Though advertisers and editors closely watch open rates, for example, stats can fluctuate based on whether an email has been “clipped” for being too long. Subscription-based newsletters can be undercut by an action as simple as email-forwarding. And companies like LiveIntent , which places ads in email newsletters, exist in part because publishers still need help turning their inbox access into revenue.
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