How to Improve Newsletter Sign-Ups
Company newsletters often impart valuable information that updates readers on trends in the field, company performance and notable news. Public relations or marketing employees usually are responsible for increasing the readership base for newsletters, and raises and promotions sometimes can hinge on this particular performance goal. The key is to make it as easy as possible to sign up for the newsletter through online forms and readily available links, and to offer interesting, useful information so prospective readers immediately see the value in signing up for the newsletter.
Other People Are Reading
Instructions
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Keep email newsletters short and to one screen so the reader doesn't have to scroll. Make use of links and clever headlines.
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Ensure that your newsletter offers value. It should contain stories or information that readers cannot get elsewhere. Include sections on employee achievements or customer profiles, as people like reading about those they know. Consider offering a Q&A section with top officials, which can help drive up readership by providing access to the company leaders.
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Offer giveaways or promotions only available to newsletter readers. Mention this in other communications, such as on your website, to drive people to sign up for the newsletter.
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Provide plenty of opportunities to sign up for the newsletter, including links at the bottom of the newsletter itself in case it has been forwarded, links on your home page and links on social media sites. Avoid saturating your site with links for signing up, however, as this can appear desperate.
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Use "free" in your invitations to sign up, provided the service is complimentary. For example: "Sign up here for our free newsletter" or "Subscribe now to our free newsletter."
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Send out samples to would-be readers to show them what they can expect. This is especially helpful if you charge for your newsletter. A free sample allows prospective readers to see what they are missing without an immediate financial commitment, which can turn people off.
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Offer both HTML and text formats and make sure your newsletter is compatible for both computers and mobile devices. People will not subscribe to a newsletter that doesn't appear properly on their devices.
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Keep the sign-up process as simple as possible. Limit the requested information to a name and email address unless you need more information for billing purposes. Research shows that increased barriers to signing up reduces the number of people who complete the sign-up process.
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Tips & Warnings
Never sign up people for your newsletter unsolicited. This is a real turn off for people and could turn them against your service permanently.
Offer a privacy policy with your sign-up information to help people understand how and if you will use their personal data.
