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The Triumphant Return of the Email Newsletter
As the Internet has evolved, the many channels that influencers and companies need to cultivate have multiplied, thus fragmenting audiences and impact. What matters most today is influence, and one way to build it is by guiding audiences through the chaos of content that we all experience. Currently, there is no better way of doing that than producing an email people actually open, according to Morra Aarons-Mele in the Harvard Business Review. As a result, e-newsletters are once again gaining prominence in the business and association worlds. The best ones are easily digestible and provide a selection of useful news items per issue. They feature links for those readers who want to know more. They are also published regularly, arriving in subscribers' email boxes always on a certain day, around a certain time.

Most importantly, though, they are personal and are seemingly tailored to the reader. Jessica Grose, editor of Lena Dunham and Jenni Konner’s new e-newsletter Lenny, said: “The word I use over and over again is intimacy. What’s special about the email format is that it is intimate. Email is a break from the noise of social media.” That intimacy, plus the fact you typically have to sign up to receive such content, makes a good e-newsletter feel exclusive, even if hundreds or thousands subscribe to it.
Harvard Business Review (10/08/15) Aarons-Mele, Morra
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JANUARY 2016 EDITION
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