So you’ve done all the heavy lifting and actually started your newsletter? Well done for eating the big frog and ticking that off your list.
Now, it’s time to get your newsletter in front of the right people – your target audience. In today’s “noisy” digital landscape, getting your newsletter noticed can feel like trying to be heard at a rock concert. That’s why you need to sit down and think about how to promote your newsletter, cut through the noise and reach your potential email subscribers.
In this article, I will discuss various working strategies that we at Newsletter Managers use to promote our newsletters. You don’t have to implement them all, but if you’re stuck wondering about how to promote a newsletter, some or all of these will certainly help you.
Lay Down The Groundwork
In our world, you can consider a high-converting email collection system as a solid foundation for building successful newsletter. For you to collect email addresses successfully in 2024 and beyond, you need to get a few basic things right.
Here they are:
- A sign-up form: Make it easy for website visitors to join your list by creating a sign-up form and placing it prominently on your landing page. Ensure it’s visible and straightforward. Make sure your sign-up form is easy to fill out and doesn’t ask for too much information. Keep it simple with every word serving a purpose like The Hustle’s sign up form.
- Lead Magnet: Entice potential subscribers with something valuable. This content (aka lead magnet) could be a discount, a free eBook, or exclusive content that your audience finds valuable.
- A landing page: Landing pages are pages designed to convert your website visitors into newsletter subscribers. You will do this by sharing the benefits of subscribing and including a direct link to your sign-up form. And a landing page doesn’t have to be complicated, just like Internet is Beautiful demonstrates
Leverage Your Website Visitors Like a Pro
Your website is your digital home base, and it’s time to make it work overtime for your newsletter. Don’t just slap a sign-up form on your homepage and call it a day. Instead, think of your entire website as prime real estate for newsletter promotion.
- Sprinkle sign-up forms everywhere: Place them strategically on every page, not just your landing page. Think sidebars, footers, and even within your content.
- Pop-ups with purpose: Love ‘em or hate ‘em, pop-ups work. Use exit-intent pop-ups to catch visitors before they leave, offering them a reason to stay connected through your newsletter.
- Create a dedicated landing page: Give your newsletter the spotlight it deserves with a page that showcases what subscribers can expect. Highlight benefits, share testimonials, and make signing up irresistible.
- Dedicated newsletter sign-up page: Have a dedicated newsletter sign-up page to effectively convert visitors into email subscribers. Funnel traffic to this page by linking it from various parts of your site and minimize distractions to enhance conversion rates.
Harness the Power of Social Media Platforms
Social media isn’t just for cat videos and food pics. It’s a goldmine for newsletter promotion. Here’s how to make it work for you:
- Share sneak peeks: Tease upcoming content to create buzz and FOMO (fear of missing out).
- Use platform-specific tools: Take advantage of features like Twitter’s Revue for easy opt-ins right from your profile.
- Engage, engage, engage: Don’t just broadcast. Respond to comments, run polls, and create contests to keep your audience interacting and interested.
- Utilize a Facebook page: Strategically use a Facebook page with a call-to-action button that links directly to sign-up forms or promotional resources. This simplifies the user experience, allowing visitors to sign up without leaving the platform, enhancing engagement and lead generation.
Remember, social media is your stage to show off your newsletter’s personality and value. Make it count!
Collaborate and Cross-Promote
Two heads are better than one, and in the newsletter world, two audiences are definitely better than one. Attracting email subscribers through collaboration and cross-promotion can significantly boost your reach. Here’s how to expand your reach through collaboration:
- Partner with other newsletters: Find newsletters with similar audiences but non-competing content. Swap mentions or do a joint issue.
- Partner with other content creators: Don’t limit your partnerships to newsletters alone. Also reach out to other creators with a loyal audience. Creating content is hard work, so offer them value, adding a link to your landing page with every piece of content shared.
- Guest post on authority sites: Share your expertise on popular blogs in your niche, with a subtle plug for your newsletter. Guest blogging as an authority figure is a great way to attract more subscribers.
- Get interviewed on podcasts: Podcasts are always hungry for guests. Use these appearances to share valuable insights and mention your newsletter as a resource for listeners.
Put Your Content To Work
Your newsletter content is valuable—make sure it’s pulling its weight in promotion too:
- Repurpose across platforms: Every edition of your newsletter is a potential goldmine for attracting newsletter subscribers. You already have the data on what topics have the most opens, so repurpose popular topics into tweets, Facebook posts, Reddit posts, Youtube videos and other social media accounts. Remember that dedicated landing page you created? Include a link back to to it.
- Create a content teaser campaign: Use various platforms to hint at upcoming newsletter topics, creating anticipation. You can offer early access to gated content as a way to collect email addresses and entice new subscribers.
- Encourage sharing: Ask your readers to forward your newsletter to friends or colleagues who might find it valuable. Make it easy with “forward to a friend” links.
- Tailor content to your targeted audience: Show your email subscribers that you hear them by tailoring your content to their needs. I’m talking using their slangs, code words, etc. If you don’t have any insight into these terms, ask social media.
- Optimize for SEO. If you’re already writing regularly, you might as well also optimize your content for search engines and get those extra clicks and organic email sign ups.
Run Promotions and Contests
Everyone loves a good deal. Make joining your newsletter list feel like a win:
- Run giveaways: Run giveaways where you ask participants to “Submit email to enter”.
- Host an online contest: Use tools like RafflePress to automate and manage online contests. These contests can gather email addresses and boost audience engagement by offering attractive prizes.
Use Referral Programs
Referral and loyalty programs are powerful tools to turn your existing customers into your biggest advocates. Here’s how to make them work for you:
- Create a referral program: Newsletter platforms like Beehiiv come with an in-built referral program building system, you can use to encourage your current subscribers to promote your newsletter in their networks
- Promote through email marketing: Promote your referral programs in your newsletter editions. Make it easy for subscribers to understand the benefits and how to participate.
- Simplify the referral process: Provide a straightforward referral link or code that subscribers can share with their network.
- Utilize social media platforms: Spread the word about your programs on social media. Encourage your followers to share the benefits with their friends and family.
Paid Advertising
Paid advertising can be a game-changer in expanding your reach and growing your email list. Here’s how to maximize its potential:
- Target your audience: Use the targeting features of social media platforms to reach your ideal subscribers. Tailor your ads to appeal to your specific audience.
- Create a specific landing page for promotions: Ensure your landing page is designed for conversions. A clear call-to-action and a compelling reason to sign up can make all the difference.
- Leverage social media ads: Platforms like Facebook and Instagram offer robust advertising options. Use them to run campaigns that drive traffic to your sign-up form.
- Showcase user-generated content: Use testimonials and user-generated content in your ads to build trust and social proof, increasing the likelihood of sign-ups.
Use Your Blog and Email Real Estate Wisely
Your email signature and blog comments are often overlooked opportunities to promote your newsletter. Here’s how to make the most of them:
- Add a sign-up link to your email signature: Every email you send can be a subtle nudge for recipients to join your list, especially if your newsletter is an asset to an existing business. Include a link to your sign-up form and a brief call-to-action.
- Pitch your newsletter in your welcome series : After users sign up for your service, add a dedicated email (ideally, let this be the third or fourth email in your Welcome series) to tell your customers why they should subscribe to your newsletter.
- Highlight in your email marketing: As part of your standard email marketing messages, you can also remind your subscribers to sign up to your newsletter for additional perks. Please note that this only works if your newsletter is a complementary, but separate entity to your business.
- Leverage your blog posts: Don’t forget to add links to your newsletter in every blog post you create. You can do this subtly by linking to specific newsletter editions that relate to your content to encourage email signups.
By implementing these strategies, you’ll be well on your way to building a robust email list and a thriving newsletter community. Happy promoting!
But There’s More…
Make sure your newsletter can be found by those actively looking:
- List in newsletter directories: Submit your newsletter to popular directories where people go to find new content to subscribe to.
- Use hashtags strategically: When promoting on social media, use relevant hashtags to increase discoverability.
- Segment email subscriptions: Tailor content to specific audience interests by segmenting email subscriptions. This can significantly increase engagement and revenue.
Leverage Personal Interactions
Don’t underestimate the power of face-to-face promotion:
- Mention your newsletter in conversations: When networking or speaking at events, casually bring up your newsletter when relevant.
- Use QR codes: Make it easy for people to sign up on the spot by having a QR code that leads directly to your subscribe page.
- Collect email addresses during offline events: Utilize trade shows and seminars to gather emails from potential customers. Use feedback forms, contests, or sign-up sheets to incentivize sign-ups.
Track, Analyze, and Improve
Promotion isn’t a “set it and forget it” deal. Keep refining your approach:
- Monitor sign-up sources: Use analytics to see where your subscribers are coming from and double down on successful channels.
- A/B test your sign-up forms: Experiment with different copy, designs, and placements to see what resonates best with your audience.
- Survey your subscribers: Ask how they found you and what made them sign up. Use this insight to refine your promotion strategy.
- Understand and appeal to your target audience: Tailor your marketing strategies and content to specific groups of potential subscribers. This can significantly enhance engagement and conversion rates, especially in email sign-up campaigns and social media interactions.
Promoting your newsletter doesn’t have to feel like pushing a boulder uphill. By implementing these strategies consistently and creatively, you’ll see your subscriber list grow steadily. Remember, the key is to deliver great content that keeps your readers engaged and eager to share. Your newsletter has value—now it’s time to make sure the world knows it.
So, what are you waiting for? Start implementing these tips today, and watch your newsletter community flourish. Your voice deserves to be heard, and your insights shared. Happy promoting!