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What is the rationale behind it? I don't subscribe to a single newsletter myself, so I'm a bit puzzled about the benefits of running one.
Look at my audience of 1000+ people/emails that are potentially interested in your product, which i can shill or plainly advertise on my newsletter for a fee.
If you're smart about your strategy (don't spam, think twice about when to send a mail, lead with interesting content, visually appealing), a mailing list can be a huge asset to any business. People tend to not want to follow companies on Twitter or Instagram, if they want to stay up to date, a lot of them might want news in their easily filterable inbox, in my experience.
I get it, but I do wish sites would give it a rest with the Newsletter pop-ups.
Its the only way to actually own your audience. Rather than asking permission to access someone else's audience.
For example, I get emails from some people for the last 10 years. I would have forgotten about them many times over.
Having a Facebook page with a lot of likes use to mean you could get on their feed, now you are lucky to get any views without paying for them.
It's "push" instead of "pull" for content authors. A casual visitor my read one of your posts, then never visit your site again. If they sign up, you can send them monthly content. I get it, but I do wish sites would give it a rest with the Newsletter pop-ups.
Another way is RSS feeds, but many companies seem to consider that there's not enough users for the trouble.
* Because other platforms own you, but you own your newsletter.
* Not everyone opens a newsletter, but everyone checks their email. So if they don't open the newsletter, at least they see something from you.
* It's near zero cost.
I don't like it when sites push their newsletter constantly, but I do like educational content pushed to where I often am (my inbox).