In a similar vein, newsletters also bring readers back to a main website or app, and they allow readers to assess the value they receive from brands in return for their clicks. By personalizing newsletters to show relevant article recommendations or content types in a similar way, publishers increase the likelihood a reader will click back to their website while also reinforcing the idea that this newsletter contains valuable content. The moment a reader feels as though the newsletters they receive are no longer impactful,
the chances of them opening decreases dramatically.