Newsletters are experiencing a renewed boom thanks to the possibilities they offer to connect with readers more closely. For this reason, La Vanguardia opted for this genre four years ago and has been consolidating and expanding its offer, to which two new newsletters will be added in the coming days. This formula, which allows us to approach the reader in a more direct and specialized way and strengthen their link with the newspaper, has obtained the support of more than 320,000 people.
La Vanguardia sends 15 newsletters with different content and frequency, coordinated by the Loyalty team led by Álex Rodríguez. Two are daily: Claves del día, by Alexis Rodríguez-Rata (and occasionally Xavier Mas de Xaxàs), which, every morning from Monday to Friday, brings readers the big topics of the day; and LV Selección, by Enrique Figueredo, which brings together featured articles and news every afternoon.
One of the latest newsletters launched by La Vanguardia is the Director’s Bulletin (on Friday mornings), in which Jordi Juan explains how news production is experienced in the editorial office and recommends the most relevant information of the week. Enric Juliana, for his part, writes Peninsulas (Tuesday mornings), which provides a global perspective to political analysis, and Lola García is the author of Politics (Thursday mornings), which sheds light on the backroom of the Government, the opposition and parties.
That of History and Life (by Fèlix Badia, on Thursday afternoons), one of the deans, reviews historical events from a current perspective; Cristina Jolonch offers the best recipes and gastronomic recommendations on Friday mornings in the Comer newsletter; and Libros, by Xavi Ayén, also on Friday mornings, is an essential literary guide. On Sundays, Luis Federico Florio immerses himself in the world of home economics with the Bolsillo newsletter, and Víctor Amela and Lluís Amiguet tell La Contra the secrets of the popular La Vanguardia interviews.
The list is completed with Artificial (Francesc Bracero on Fridays), which sheds light on technology and AI; Dossier Negro (every other Wednesday, by Enrique Figueredo), complement to the podcast on the criminal chronicle; and Maps
Next week two more newsletters will be launched, bringing the total to 17: Dinero (by Iñaki de las Heras, Friday mornings), newsletter of the newspaper’s Economy supplement, focused on business information; and Vivo (by David Dusster, Saturday mornings) which will address the topics of psychology, relationships or parenting on this La Vanguardia channel. Apart from the aforementioned newsletters, La Vanguardia also has El compra, with offers and opportunities for readers.
The success of newsletters is not measured only by how many people receive them, but by another key variable, the opening rate, that is, the percentage of people who read them in relation to the total number of recipients. At La Vanguardia this proportion is between 40% and 60%, depending on the case, a very high range by sector standards. These are figures, like the rest of the newspaper’s major figures, that reflect the strength of the bond with readers.
