World Politics Review sends out two daily emails — Media Roundup, which highlights major stories and contains some links to the site’s paywalled original content, and Leading Indicators, a late afternoon email with breaking stories that’s exclusively filled with third-party links to other stories and headlines.

While this may seem like a counter-intuitive email blast for most paid content sites, it’s actually one of the site’s best conversion tactics. Publisher Hampton Stephens told us that some subscribers pay for the emails alone, not realizing there’s original content on the site until later. The third party links and headlines are then stored in the site’s Media Roundup section, which paying subscribers can search independent of the site’s other content — a proven retention tactic as well for the site!

We love this idea because it shows how content marketing for other sites can improve your own bottom line! Check our samples of the morning and afternoon emails below.