Email Newsletters Hit a Speed Bump: Inaccurate Open Rates

Email newsletters are hot, with whole digital-media startups built on their backs and traditional publishers like The New York Times and The Washington Post producing them by the dozens.

The conversational news roundup TheSkimm, for example, says it has over three million subscribers. Lena Dunham and Jenni Konner’s Lenny Letter claims hundreds of thousands. That reach is valuable when drawing readers to websites’ homepages keeps getting harder. Both are now focused on building sustainable businesses, backed by venture capital at TheSkimm and by magazine powerhouse Hearst in the case of Lenny.

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