Since the launch of the first ones, in spring 2020, La Vanguardia’s newsletters have maintained a trajectory of success that has led them to reach the figure of 300,000 people who receive information through them or read their analysis in three and a half years. These data show the commitment of the Godó Group’s header to this journalistic genre that is being welcomed by readers with renewed interest and that is characterized by its high level of specialization and its high degree of quality.
Currently, La Vanguardia sends its community twelve newsletters with diverse themes and periodicities, coordinated by the Loyalty team led by Álex Rodríguez. In order of release, the first two to appear were the daily ones: Claves del día, by Alexis Rodríguez-Rata (and occasionally by Xavier Mas de Xaxàs), which every morning from Monday to Friday tells readers the topics that will mark the day. , and LV Selección, which Enrique Figueredo writes every afternoon, which collects the most notable articles and news published during the day.
Shortly after, the History and Life newsletter was launched, by Fèlix Badia (on Thursday afternoons), which reviews historical events connecting them with a current perspective. Among the offerings of these newsletters is also Comer by Cristina Jolonch (every Friday morning), with the best recipes and recommendations; Books, by Xavi Ayén (also on Friday mornings), which reviews the main current literary titles; Pocket by Luis Federico Florio (on Sundays), with tips and tricks on home economics; and Maps
This year five new newsletters have been launched: Penínsulas by Enric Juliana (on Tuesday mornings), which provides an analysis of the political situation from a global perspective; Artificial by Francesc Bracero (Friday mornings), focused on the world of technology and AI; La Contra, by Víctor Amela and Lluís Amiguet (Sundays), with the back room of the popular La Vanguardia section; Dossier Negro, by Enrique Figueredo (every other Wednesday), sister newsletter of the podcast of the same name; and Politics, by Lola García (Thursday mornings), which analyzes, as her name indicates, Catalan and Spanish politics.
A key indicator to evaluate the success of this type of journalistic product is the open rate, that is, the percentage of people who open the email message among all recipients. In the case of La Vanguardia newsletters, this rate is between 40% and 60%, depending on the case, levels that, according to industry standards, can be considered very high.
Newsletters constitute a form of communication that has seen great expansion since the end of the last decade, intensified in recent years. For the media, the style of these messages and the possibility of directing them to specialized audiences allows for very close communication with the end user, which is why it has become, also for La Vanguardia, an important loyalty tool.
