Of course, what use is a fantastic newsletter if no one is reading it? LINA has compiled tips from news/media organisations on how to build up an email subscriber list, driving traffic to your newsletter.
Make sure your newsletter includes quality content, says Poynter
- If your newsletter is a round-up of articles published by your organisation — include only the best ones.
- Offer exclusive content, like articles that are usually behind a paywall or a piece that your regular readers can’t access.
Use ‘lead magnets’, says Neil Patel from NP Digital
- A lead magnet means you’re offering something of value in exchange for an email address.
- You could offer downloadable articles/other content, or create an exclusive ‘guide’ to your area and require an email address for access.
Promote your newsletter on social media, as seen via The Daily Aus
- Tell your social media audience why they should sign up to your newsletter! Show them what you’re publishing in your newsletter, and explain why you think they should sign up.
- The Daily Aus posted this quote from an anonymous reader, explaining why she enjoys their newsletter.
End your newsletter encouraging readers to share with others
- A simple ‘share with a friend’ CTA is a great way to forward your newsletter with a wider community.
Use QR code sign-ups
- Digital sign-ups via QR codes is a great way to find potential readers out in the wild! Peri Strathearn, editor of Murray Bridge News, recommended this in an episode of LINA’s Meet the Newsrooms podcast. He calls it the “screen thing”.
- Peri has engaged a network of digital screens/TV around his town – in shops, waiting rooms, cafes – where he displays Murray Bridge News articles and advertisements.
- Readers can sign up to the publisher’s newsletter via a QR code on the screen
Use newsletter subscription pop-up boxes on your website, says Tim Burrowes from Unmade Media
- E.g, ‘subscribe to read more’.
Ensure your newsletter is mobile friendly, says Google
- Many people read your newsletter on their phone, so it’s important they can access that easily.
- Google has explained the more technical tips for creating a mobile-friendly site here.
Be consistent and clear with what your newsletter entails, says Mailchimp.
- Ensure it’s a simple process for readers to unsubscribe.
- Before subscribing, readers want to know how often they will be receiving communication.
Run a competition or giveaway
- Try offering a prize draw entry to anyone that signs up to your newsletter. You could partner with a local business or organisation to sponsor/donate the prize.
Note: the sources for this blog were compiled using ChatGPT.
