How BT is using e-mail newsletters to diversify its content offerings

IF YOU are in your early-40s like me, or slightly older, the word “newsletter” might conjure the image of a printed mini-magazine distributed in your neighbourhood or office, one that updates you on the latest localised happenings.

And if I brought up e-mail newsletters, you might think of electronic direct mail (EDM), the type that often floods your inbox and is as easily disposable as a paper flyer.

The truth of the matter is that, in an increasingly competitive news landscape, e-mail newsletters provide a new platform for media outlets to grow their subscriber numbers and engage more deeply with existing ones.