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Some newspaper subscribers head to their mailboxes every morning to grab the paper. Others open their inboxes and scroll through email newsletters to find stories to read. 

In the age of the internet, email newsletters are yet another direct way for newsrooms to connect with their audiences. They create a more intimate relationship with subscribers, drive traffic to the main website and boost revenue.

Although beneficial, it can be a challenge for newsrooms to set aside time and resources to craft an effective newsletter. That’s where the free tool Opt In can help.

What is Opt In?

Opt In assists with building a newsletter from scratch or revamping an existing one. Tamara Power-Drutis and Sangeeta Singh-Kurtz spent a year researching newsletter strategies and developing the tool for Crosscut Public Media and the Donald W. Reynolds Journalism Institute. The new tool, which was released earlier this month, helps newsrooms design their newsletters in an intentional way. The guide provides recommended strategies to build one based on the skills of the people the newsroom.

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