BuzzFeed gets the same amount of traffic from their newsletters as they do from Twitter. Not *their* Twitter, ALL of it.
After that, I got to speak with Claire Moses (who writes the BuzzFeed News newsletter) about her writing process.
1. When did Buzzfeed start doing newsletters and why did they decide that was a good way to reach people?
We started the BuzzFeed News newsletter about a year ago. BuzzFeed, as you may know, has a lot of newsletters — from parents, food, and health to “Dude A Day” and “An Occasional Bunny,” which is exactly what you think it is: an occasional bunny in your inbox.
2. How do you write them? Is one person in charge of each one? Does it go through edits like a normal article?
Different people work on the newsletters. In the case of the BuzzFeed News one, I work together with the rest of the mobile news team and we compile, curate, and present the news in the most clear and comprehensive manner. We pick stories from BuzzFeed, of course, but also from other outlets. We like focusing on international news as well as U.S. news, since our audience is spread across the globe.
3. How do you decide what content to put in the newsletter?
What we put in depends on the news of the day, we use our judgement to decide the day’s biggest story. Sometimes it’s clear — when major news breaks, such as for example the Paris attacks in November — and sometimes it’s less clear, and we use our judgement to pick the most interesting story that we can present in an informative way.
4. Is there anything you could see changing in the next few years?
Lots of things can change, but that’s hard to predict! The beauty of working on a daily product like the one I work on, is that it’s a work in progress. We hear from our readers all the time, and we take feedback very seriously.
5. How did you find a voice for the newsletter?