What is it?
Launching limited-run "pop-up" newsletters focused on trending topics or events can be a creative approach to growing your core newsletters’ audience.
You create a newsletter with a defined start and end date, solely dedicated to a tight topic.
Those who do subscribe are then remarketed to join your permanent newsletters once the pop-up has run its course.
The Good and the Bad
Examples of how to crush it
The New York Times
The New York Times regularly uses short-run newsletters around specific events to drive subscriptions to their primary newsletters.
They had major success with this model with their Game of Thrones Guide, a short-run newsletter that capitalized on the fan frenzy around the TV series.
It ended up growing to over 80,000 subscribers, with a 60% open rate.
Another popular offering is their Summer in the City newsletter.
It’s sent out weekly during the summer months, giving readers ideas for warm-weather activities in New York City.
Bloomberg
Bloomberg's "Work Wise" was a limited-run newsletter for early-career job seekers.
It delivered weekly content addressing career questions, pay, and happiness at work, over the course of a month.
Subscribers gave information about their current jobs and aspirations, and received partially personalized insights on potential career moves.
