This Week’s Fix: More Sign-up Links
Most companies just stick a newsletter sign-up form in the footer of their website and expect their list to grow. In reality, you need to promote your newsletter in lots of places and talk about it all the time if you people to sign up.
Remember: Your newsletter is a product that solves a problem for your audience. And like any other product, you have to advertise it.
People might need to see your sign-up link 5-10 times and hear you talk about it 5-10 more times before they opt in. The key is that when the timing is right—the pain that your business addresses is top of mind—they can easily join your list.
How You Can Apply This Today
Here are a few ideas on where to add a newsletter sign-up link or form so that you can capitalize when your target reader is ready.
Your email signature
Your LinkedIn profile bio
Your LinkedIn profile custom button (if you have Premium Business)
Your social media bios (Instagram, X, TikTok, etc.)
A dedicated landing page on your website
Your website footer
High-traffic web pages, like popular articles or resources
Thank-you and order confirmation pages
In your newsletter (see my “Was this forwarded to you?” note above)
Partner or client websites in a “resources we recommend” section
QR code on slide decks, business cards, event sign-in sheets
This is just a starting point. Pick a few quick wins above, and then think about when in your typical work week it would make sense for you to plug your newsletter, or where your target readers encounter your brand online. Those are all good opportunities for promotion.
(Also, it’s easier to promote when you know your newsletter is useful for readers.)
Who Does This Well?
Check out how Justin Welsh promotes his newsletter on his website and on LinkedIn. His newsletter is his business, so he’s a bit more forward with the promotion, but he’s still a great example to study.
If you have another recommendation on who does this well, reply and let me know. I’m always on the lookout for excellent newsletters, and I’ll send the first person who replies the following postcard (in the mail, of course).
This Week’s Postcard
Arc de Triomphe in Paris, France
Something from IRL
My younger son (almost two) decided he was done with his crib this week. After my wife and I finished laughing at the scene depicted in the image below, I rushed downstairs to spot him. He didn’t need my help, of course.
“I do it. I climb.”
See You Next Week
That’s it for this edition of Priority Mail. Next up, one simple fix under the Audience Analytics category.
Until then, if you’re struggling to send a consistent, high-quality newsletter that keeps you top of mind with clients, I’d love to help.
Book time with me here.
We can take a look at your ESP setup, review a recent newsletter, or talk through your biggest pain points; whatever is most impactful for your business.
Chris
GM at Future Forest
