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Email newsletters have a measurement problem

from Digiday

Publishers are having a love affair with newsletters. Their ability to give a direct line to readers provides a handy bulwark against Facebook. Traditional publishers are pouring resources into them, like The New York Times, with its 12-person newsletter staff and others that have appointed newsletter "editors." It's typical for publishers to say the primary function for their newsletters is audience development, and with reason: Newsletters have a measurement problem. more

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