We’d never thought about products people want to share.” “BuzzFeed has always been about making content people want to share. “We hadn’t really thought about reaching that type of audience before,” Oshinsky said. This past summer, a survey it conducted among its email subscribers found nearly two thirds of them wanted to receive more recommendations for gifts they could buy their friends. The decision to shift the newsletter in this direction came mostly out of research. “We’ll do hundreds of them: Gifts for people who are medical nerds gifts for people who love grammar gifts for people who love to curse.” “The thing that makes our gift guide content different is we don’t do a gift guide,” said Jessica Probus, the director of BuzzFeed’s markets section, which publishes gift posts on BuzzFeed’s website. In practical terms, that means readers can be recommended everything from a list of possible wedding gifts to Lipdicks, a line of lipsticks that have a very, um, distinctive shape. Instead of a twice-monthly email featuring one or two products, the emails will be weekly, pegged not just to upcoming holidays or general milestones, but to readers’ personality and identity traits, a strategy that BuzzFeed editors have used to great success across its verticals. But by the end of this coming holiday season, those newsletters will look and feel very different. But he noted that they are engaged: The gift guide newsletters boast an open rate of 45 percent, higher than those for its news newsletters (30 percent) and right around the open rate it gets for its Dog a Day newsletter all of those figures are comfortably above the media industry average of 22 percent, according to MailChimp.Īt its start, the Gift Guide newsletter was sent out twice each month, often consisting of just one or two products, usually aimed at an audience of younger women. Oshinsky declined to share specifics about how many people are subscribed to the gift guide newsletter too. Email routinely ranks among BuzzFeed’s top five or six sources of referral traffic, routinely ahead of Twitter and Pinterest. While it does not disclose the total number of email subscribers it has, BuzzFeed added more than 1 million new ones to that total last year, according to a blog post published by its email technology provider, Campaign Monitor. Best Overall: Frankie Print Co.Email might seem old-fashioned for BuzzFeed, but the age-old channel has been good to the publisher.From custom phone cases to Pinterest-worthy home decor, these are the best Etsy gifts to buy now. Luckily for you, we’re Etsy pros, so we rounded up some of the most interesting and aesthetically pleasing gift ideas to help you find just the right stuff: gifts for women who decorate every inch of their spaces, gifts for men who love to cook, and cheap gifts that are still plenty thoughtful, to name a few. If you’ve never bought anything off Etsy before, it’s kind of a rabbit hole for gift ideas (i.e., it’s very easy to lose sight of why you actually started shopping in the first place). Which other gifts for coworkers or presents for college students let you say all that? But perhaps our favorite part about shopping from Etsy sellers is that every purchase comes with the opportunity to support small retailers, including Black-owned businesses and AAPI-owned brands. Etsy is a goldmine for unique ideas you simply can’t find anywhere else, from arts-and-crafts kits (the perfect gifts for mothers-in-law) to pet portraits (which make great boyfriend gifts).Īnother reason to make Etsy your go-to shopping destination this year: There’s a 99.9% chance your giftee won’t own whatever you get them-take that, people who have everything-and it’s even less likely that someone will end up gifting them the same thing you do. We can think of a million reasons why the best Etsy gifts should be on your radar this holiday season-and for starters, there are tons of personalized presents among them that are bound to make everyone on your list happy.
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