woman typing on computer and reading email
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Speaking at the Center for Cooperative Media‘s Reader Revenue Summit, News Revenue Hub COO Christina Shih talked about the importance of email when communicating with potential payers. “People see the donate button, but they don’t click on the button,” she said. “You have to tell them, ‘if you value us, please donate to us.’” She emphasized that email relationships are about quality, not quantity, and that readers must be primed to convert to membership. (Nieman Lab)

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