About two years ago, the daily French financial newspaper Les Echos was looking to expand its email newsletter offerings. The paper knew that readers reached via email tended to be more loyal than those coming from social media or Google, so it wanted to find a way to better reach those readers.
“We really wanted to do something different to generate loyalty and to convert our newsletter users into subscribers,” said Yasmine Maslouhi, Les Echos’ digital marketing and audience development director.
After researching its options, Les Echos decided to begin offering a personalized newsletter last year. Twice a week, the paper sends an email to its registered users with suggested stories based on their reading habits.