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When crafted properly, newsletters can help journalists develop a closer and more personal relationship with their readers, by providing additional notes or context on reporting in a more informal setting, or linking to other insightful stories from around the web.

In this article on Nieman Lab, Christine Schmidt has rounded up some advice from a recent Online News Association event in New York, where editors shared best practices for A/B testing and improving newsletters.

Alexandra March, HuffPost newsletter editor, advised "having a voice, tone, mission and audience in mind for every email you send”, remember that not every reader is interested in the same content and responding to your newsletter subscribers.

And if you want to effectively test your strategy, make an organised list of the elements you want to test such as subject line length or emoji use, and go through it systematically, added Jenny G. Zhang, newsletter editor at Eater.

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