E-mail newsletters engage the press and public alike

E-mail newsletters like DailyCandy, Thrillist, and Ideal Bite offer subscribers inside tips on the hottest trends, restaurants, and products. A single, hyperlinked mention of a company on one of these has caused products to sell out and Web sites to crash.

E-mail newsletters like DailyCandy, Thrillist, and Ideal Bite offer subscribers inside tips on the hottest trends, restaurants, and products. A single, hyperlinked mention of a company on one of these has caused products to sell out and Web sites to crash.

“We have a really actionable base of people who are looking for the latest and greatest,” says Lance Broumand, founder and CEO of UrbanDaddy.com, which focuses on eight US cities.

For companies seeking publicity, e-mail newsletters offer access to a targeted audience, says Flavie Bagnol, director of communications at Thrillist, which has a readership of men ages 18 to 34.

“Our audience is extremely engaged,” she explains.

That engagement can lead to action. The January 12 edition of Los Angeles Thrillist featured Hard Cards, a company selling snarky greeting cards, which saw a jump in sales following the placement.

“The mention in Thrillist was so monumental to us in terms of get-ting out there on a much grander scale,” says Stacey Rifkin, cofounder of Hard Cards, which saw an 800% increase in sales.

Some newsletters are also seen as expert resources. Ideal Bite, which provides daily tips on how to live green, researches products to make sure they are eco-friendly before featuring them.

“We have to try out everything before we recommend it,” says Heather Stephenson, cofounder and CEO of Ideal Bite.

That expert status gets the mainstream media to take notice. Fox News' Fox & Friends and ABC's Good Morning America have featured Thrillist.

“People are reading our e-mails to learn about stuff,” Bagnol adds, “but mainstream media is also reading to know what is going on.”

Key points:

  • E-mail newsletters pro-vide a targeted audience engaged in its areas
  • Newsletter editors do their homework and are experts in their beats
  • E-mail newsletters not only introduce products to consumers, but also to the mainstream media

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