For years, the Boston Globe email and newsletter portfolio was geared toward reach, scale; focused solely on open and click thru rates. In 2025/2026, things look much different. We’re intentionally building a cohort of newsletters that revolve around serving audience needs, centering personality, and experimenting with different funnels toward digital subscription.
Three highlights this year come from three different strategic buckets: Hyper local and community-centered, niche topics, and, excitingly, we launched the first of our courses. We want to inform, educate, and connect with the people who have welcomed us into their inboxes.
Each week, The Boston Globe gets thousands of replies unprompted, sending their thanks for informing them and bettering their lives. And it’s because we are creating products that were written for them! Not just written because we think it’s what is the most interesting… but written because we asked them what they wanted and then we delivered.
