We all know it’s getting harder and harder to find digital subscribers to sustain your content. You’re running out of low-hanging fruit like active and engaged readers who need a nudge. Now is the time to invest in another strategy for finding prospective subscribers.
Email is the #1 driver of digital conversions
Email is the best way to drive conversions; your newsletter program is the best way to find prospective subscribers. Those who opt-in for your newsletters are actively interested in your content. Based on our partners’ experiences, we’ve found those who opt-in for newsletter content are up to 25x more likely to become a digital subscriber than other audience members. They have raised their hands and asked for you to send it to them directly.
How Do You Get Started?
To create the biggest pool of quality prospects, use promotions to gain opt-ins. Our partners report nearly 90% of customer newsletter opt-ins come from promotions and interactive content. Quizzes, contests, and ballots are great at converting your anonymous audience to known newsletter subscribers.
Not only are promotions the best way to collect new emails, but you can also use them to learn important profile data about your audience. Tags like age, gender, and location are important for prospective advertisers and can be easily collected on your promotion registration form. You also want to collect interest-based information from your audience to keep them engaged with targeted, relevant content.
Promotions deliver tremendous newsletter database growth. See how the Lawrence Journal-World put their engaged email database to work and achieved their digital subscription monthly goal in just 9 days. To deliver success, make sure promotions are one of your top database growth strategies.
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Tim is the Director of Email Success at Second Street and has extensive background in media. Tim is dedicated to helping local media companies find success through their email programs while leveraging promotions to grow their database and achieve their company's goals.