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Brief Published: 14 Feb 2017

Discover: Personal Newsletter Curation

Extra
Discover

Dutch start-up Revue, which offers a tool to help users create and send a personal newsletter, has this month launched Discover – a curation platform to help people find and subscribe to “the most interesting and quality” email newsletters.

Offering an easily navigable selection of everything from politically oriented newsletters to those focused on cooking, fashion or travel, Discover curates “the most quality digests out there”, as picked by Revue staff. Users of the service, which is free, are offered bite-sized summaries of newsletters, and simply click to subscribe.

The service taps into the continued rise of consumer interest in personal email newsletters – from Lena Dunham’s Lenny Letter, which grew to some 400,000 subscribers in its first six months of publication, to TheSkimm, a news summariser with nearly two million followers.

Millennials in particular have flocked to the more personalised and slower pace of personal emails. “Millennials may not use email for social contact, but they certainly use it, and newsletters aimed at that demographic – Finimize for financial news, Clover for young women – have grown rapidly,” culture writer Clive Thompson recently wrote in Wired magazine. Newsletters are “engineered not for virality, but originality: it’s a chance to listen in while someone thinks out loud”, he said of their appeal. 

For more on the growing enthusiasm for email newsletters, particularly among female millennial ‘skimmers’, see Marketing to Millennial Women.

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