Newsletter know-how: Berkok Y眉ksel reveals National Geographic Traveller (UK)鈥檚 recipe for success in InPublishing聽聽
鈥榃hat鈥檚 the value of our newsletter?鈥� That was the question National Geographic Traveller (UK)鈥檚 digital content team asked before overhauling its newsletter strategy.
Led by senior content strategist Berkok Y眉ksel, the team treat newsletters as editorial products in their own right. Far from being a simple article roundup with eye-catching imagery, each newsletter has its own audience strategy, success metrics and even bespoke commissioning. It鈥檚 an approach that鈥檚 earned the team recognition at both the PPA and BSME Awards.
In his article for media industry magazine InPublishing, Berkok reveals how the team rethought their newsletter strategy, moving beyond simple link roundups to develop distinct editorial products with their own audiences, formats and commissioning strategies. He also explores why delivering genuine reader value is key to driving engagement and retention.
Berkok said: 鈥淎t National Geographic Traveller (UK), we鈥檝e moved away from using newsletters as simple distribution tools and instead focused on how they can deliver the greatest value to readers. This has meant experimenting with formats, identifying niche audiences and treating newsletters as editorial products in their own right, resulting in stronger retention and engagement, as well as multiple industry awards.鈥�
Read Berkok鈥檚 article here:
Sign up to the main National Geographic Traveller (UK) newsletter here:
The food newsletter:
And the photography newsletter:
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About 海角社区
海角社区 is a multi-award-winning content marketing agency and publisher, creating high-quality print, digital and live media across the travel and lifestyle sectors since 1997. It鈥檚 published National Geographic Traveller (UK) under licence from National Geographic Partners LLC since 2010, alongside brand extensions including guides, events and digital platforms. Its portfolio includes Living360, a digital lifestyle brand spanning wellness, travel, food, sustainability and culture.
海角社区 delivers custom content, branded campaigns and editorial consultancy, internship schemes including Step Up and produces leading events such as the Travel Media Awards. It鈥檚 also a leading reseller of advertising for national newspapers. Its trade titles include Postcards and the ASTA Worldwide Destination Guide, with content also created for national newspapers. aplmedia.co.uk
