Issue #138 — Email deliverability unfiltered

It's time for your weekly picks of the most important stories in publishing. Get your latest tips, downloads & insights about email newsletters, business models, and tech right here — and don't forget, you can submit an article to be included in a future issue.

💯 Top picks

Email deliverability unfiltered: Gmail tabs aren't always bad

"If you’re wondering how to get out of the promotions tab, the most important thing to understand is that it’s actually not a bad place to be" argues Lauren Meyer, plus some tips on how to shift your focus and stop worrying about tabs.

💸 Business models

How your newsletter can help sponsors achieve more ROI

"When a brand is sponsoring your newsletter, they are expecting that your newsletter will lead them to more viewership, increased sales of their products, and increased website traffic."

[Podcast] Why we get news subscriptions wrong

Rasmus Kleis Nielsen, Director at the Reuters Institute for the Study of Journalism at the University of Oxford, tells Media Voices where newspapers are going wrong in their subscription marketing.

📝 Modern publishing

How to play outside the duopoly's publishing rules

"Discounting Google and Facebook, publishers invest significant time, money and effort in generating high quality curated original content that is properly researched to engage audiences. In contrast, the duopoly relies on user-generated content, which varies greatly in quality and is entirely unpredictable."

Case study: How developed a loyal audience by going ‘newsletter first’

"Their value proposition was clear, and their earliest newsletter subscribers loved Brief.  They knew that they had a strong foundation for membership."

📬 Email newsletters

Email templates your subscribers will love

Download these free templates for welcome emails, review emails and more (requires an email address).

How to use buyer personas in email marketing strategy

"Buyer personas are an extremely valuable tool for the email team. They’ll help inform every aspect of your strategy, including email design, copywriting, newsletters, content choices, list segmentation, and nurture track development."

#HowToTucson shows the power of a newsletter course

With the help of the News Revenue Hub, the Arizona-based organisation launched a newsletter series aimed at newcomers to the Tucson area and people who wanted to know the city better.

💻 Technology

The state of remote work in 2021

The team at Buffer worked with Doist, Remotive, and We Work Remotely to source responses from over 2,300 remote workers for this report.

Get ready: Google are changing the algorithm in 2 months

"Google’s search algorithm currently depends on certain signals like mobile-friendliness, safe-browsing, HTTPS-security, and intrusive interstitial guidelines. In about 2 months, there will be a major update with new page experience signals, combining Core Web Vitals with the existing search signals."

How SEO is gentrifying the internet

Discover the one weird trick that’s ruining everything you love about being online.

A/B email split testing for beginners

Find out how email marketers use A/B testing and multivariate testing to increase open and click rates.

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