Email Newsletters Hit a Speed Bump: Inaccurate Open Rates
Posted in: UncategorizedEmail newsletters are hot, with whole digital-media startups built on their backs and traditional publishers like The New York Times and The Washington Post producing them by the dozens.
The conversational news roundup TheSkimm, for example, says it has over three million subscribers. Lena Dunham and Jenni Konner’s Lenny Letter claims hundreds of thousands. That reach is valuable when drawing readers to websites’ homepages keeps getting harder. Both are now focused on building sustainable businesses, backed by venture capital at TheSkimm and by magazine powerhouse Hearst in the case of Lenny.
But another newsletter flagged an unexpected challenge last week, one that caused its founders to rethink their primary method of distribution and introduce an app to complement it. Liza Darwin and Casey Lewis, who started Clover Letter in February for teen girls, wrote on Medium that their strong start was running into a problem with their open rate.
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