Secrets of a Successful Newsletter: Lessons from the Lily

This Webinar was originally broadcast on:
July 17, 2018 Enroll Now
Watch and listen to the original one-hour Webinar in its entirety. This Webinar recording features the full presentation led by Poynter faculty and visiting faculty including Q&A from the audience and resources from the presenter.

Course Overview

Secrets of a Successful Newsletter: Lessons from the Lily
Originally Broadcast On:
July 17, 2018
Time Estimate:
One hour for the main presentation and questions. Sometimes presenters stay longer to answer additional questions from participants.

This webinar is FREE for members of the Society for News Design (SND). Watch your member email to get details about the promocode to enroll for free.

About Webinars

In this virtual classroom, participants can join in a seminar led by Poynter faculty and visiting faculty. This screencast includes live audio and a slideshow presentation in which participants can post questions and respond to poll questions posed by the host.

Are you curious how a newsletter can enhance your organization? Do you want to increase your open and read rates but unsure of where to start?

Learn tips and tricks from The Lily, a publication from The Washington Post targeting millennial women. This webinar will introduce strategies used by The Lily’s newsletter and 2018 Webby Award winner for email newsletters, Lily Lines. Considered one of the newspaper’s premier products, Lily Lines boasts one of the highest average open rates of any newsletter The Washington Post.

Join editor-in-chief Amy King and digital designer Aviva Loeb as they take you through the Lily Lines’ editorial process, from creation to current product. The webinar will cover the benefits of having a newsletter, as well as deciding on the cadence and timing of a newsletter, coming up with topics, workflow, the importance of design and how to write subject lines that will actually get people to open the newsletter.

This webinar is part of a three-webinar series.

  • Making Emotional Connections with Local Audiences Through Design: July 16 at 2:00 p.m.
  • Planning and Design for the Big Story: July 18 at 2:00 p.m.

If you would like to enroll in all three, email us at for a promo code for a 20 percent discount!

NOTE: This webinar is FREE for members of the Society for News Design (SND). Watch your member email to get details about the promo code to enroll for free.

What Will I Learn:
  • Why you should have a newsletter
  • How the Lily approaches its workflow for a twice-weekly newsletter
  • How to write a great subject line (without being obnoxious)
  • How and why to incorporate visuals into your newsletter
  • The importance of consistency in editorial and visual voice
  • What a newsletter can offer your readers
Who Should Take this Course:

Editors, journalists, writers and anybody else who wants their newsletter to win a Webby.

Course Instructors:

Amy King

Amy King is editor-in-chief and creative director of The Lily, a publication from The Washington Post. Amy proposed and developed the editorial and creative mission of The Lily. She started at The Washington Post in 2013 as an art director for the Arts & Style section and went on to help launch The Post’s national apps and Snapchat Discover channel. She grew up in North Canton, Ohio.

Aviva Loeb

Aviva Loeb is a digital designer at the Washington Post. She designs for emerging news products such as the Post's national app and The Lily . Before The Post, she was an A1 designer at the Arizona Republic. She also volunteers as outreach director for SND. Aviva is a 2015 graduate of the University of Vermont.

Training Partner:

The Society for News Design

The Society for News Design (SND) is an international organization for news media professionals and visual communicators – specifically those who create print, web, and mobile publications and products. Our members art direct, design, edit, report, illustrate, photograph and record video, visualize data – and write code.

Technical Requirements:

1.4GHz Intel® Pentium® 4 or faster processor (or equivalent) for Windows 7, Windows 8 or Windows 8.1
512MB of RAM (1GB recommended) for Windows 7 or Windows 8
Microsoft Internet Explorer 8, 9, 10, 11; Mozilla Firefox; Google Chrome
Adobe® Flash® Player 11.2+

1.83GHz Intel Core™ Duo or faster processor
512MB of RAM (1GB recommended)
Mac OS X 10.7.4, 10.8, 10.9
Mozilla Firefox; Apple Safari; Google Chrome
Adobe Flash Player 11.2+

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