002 SoupZine
What if we made a newsletter people actually wanted?
Inboxes are a graveyard of unopened, trite, predictable newsletters - full of the same ‘handy tips’ and another ‘five things you absolutely must know.’ We wondered what would happen if we gave the format a good shake-up.
Anatomy of the drop.
01
The Rule
Newsletters should be regular, predictable and useful. They need a format, a content calendar and a reliable schedule.
02
The Provocation
What if a newsletter behaved more like an art zine? Irregular, unexpected, a little nonsensical. Fun to make and receive.
03
The Experiment
We created SoupZine - a call and response digital art newsletter. No fixed schedule. No rigid structure. Just curiosity, creativity and contemplation.
04
The Outcome
A 57% average open rate. No elaborate funnel. No carefully optimised content calendar. Just an audience that knows something unexpected and provoking might land in their inbox at any moment. A welcome surprise more than an unwanted interruption.
