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Digital media consultant David Arkin shares proven strategies to help digital publishers and content creators level up their newsletter.
David Arkin, a digital media consultant with 25 years of experience in media, presented an Indiegraf Webinar on newsletter strategies that not only will help you captivate your audience but also boost your revenue. Known for audience leadership, he has a proven track record of driving audience growth and revenue.
Arkin, former content leader at GateHouse Media and named Digital News Innovator of the Year by the Local Media Association, now runs David Arkin Consulting, which offers services in digital leadership, branded content, and social media.
“Why are newsletters so important today?” says Arkin. “They are a very clear path to loyalty and revenue, and I think they’re one of the safer places to play and to build first-party data.”
Want more than just the recap? Get the full recording of David Arkin’s webinar and dig into the details behind each newsletter strategy.
Here are five takeaways from the session to help journalists and publishers grow their newsletters.
1. Optimize CTAs to Drive Action in Your Newsletter
Various on-site strategies can significantly enhance email sign-up rates. Providing a clear call-to-action coupled with a compelling reason to subscribe is crucial. The overall tone and messaging should align with your brand identity and target audience.
As well, it’s important to be clear about what subscribers will receive. CTAs should use friendly and inviting language to further encourage sign-ups and place themselves prominently.
For contests, integrating an email collection mechanism within the submission process is essential for list growth. Leveraging social media through paid campaigns can be an effective avenue for generating email sign-ups. A successful approach often focuses on providing valuable content. This content should encourage people to sign up to access it.
2. Write Content That Converts Readers Into Supporters
To encourage donations and membership, create content that connects with your audience. This will inspire them to support your mission. Consider these key characteristics:
- Decide the kind of stories that are right for your brand: Align your content strategy with your organization’s values, mission, and target audience. Determine the types of narratives and topics that will authentically represent your work and resonate with your supporters.
- Develop a planning process that helps identify the stories: Implement a system for brainstorming, researching, and developing compelling stories that align with your fundraising and membership goals. This might involve editorial calendars, regular content meetings, and dedicated resources for story development.
- Try different topics and formats to see what resonates: Experiment with various themes, storytelling techniques (e.g., personal narratives, data visualizations, interviews), and content formats (e.g., articles, videos, podcasts) to understand what engages your audience most effectively and drives the desired outcomes.
- Work on the language before the actual CTA: Craft compelling and persuasive language throughout your content to build an emotional connection and highlight the impact of supporting your organization. The CTA will be more effective if the preceding narrative has already motivated the reader.
3. Implement Subject Line Best Practices
Subject Line Automation
Avoid using the same automated subject line repeatedly. This can lead to reader fatigue and lower engagement rates. Instead, consider using a variety of templates or dynamic fields that pull in personalized information or highlight different aspects of your content each time.
Character Count Considerations
Keep subject lines concise, ideally between 20 and 30 characters. Shorter subject lines are more likely to be fully visible on various devices and email clients, especially mobile. Prioritize keywords and the most compelling information to maximize impact within the character limit.
Emoji Placement in Subject Lines
If using emojis, place them at the beginning of the subject line. This can help draw the reader’s eye and add visual appeal without taking up valuable character space within the core message. Ensure the emoji is relevant to the email content and target audience.
Marketing Mindset
Approach subject lines with a marketing perspective. Focus on creating a sense of urgency or highlighting the benefits and value proposition for the recipient. Personalization, such as including the recipient’s name or referencing past interactions, can also significantly improve open rates.
4. Repurpose and Amplify Your Newsletter Content
Beyond simply sending out a newsletter, consider various strategies to maximize its reach and impact. Repurpose compelling content from your newsletters by transforming key insights, tips, or stories into standalone blog posts. Within these posts, strategically include calls to action encouraging readers to subscribe to your newsletter for more valuable content.
Extend the lifespan of your newsletter content by sharing it across your social media platforms. Craft engaging threads on X, create longer-form posts on LinkedIn or Facebook, and adapt the content to suit each platform’s unique audience and format.
You can also visually highlight the most engaging aspects of your newsletter using platforms like Instagram Reels or TikTok. Create short, dynamic videos summarizing top stories, offering quick tips, or showcasing interesting data points. This visual approach can attract a wider audience and drive traffic to your newsletter.
Tap into the growing popularity of audio by using voice tools and platforms to share highlights from your newsletter. Consider creating short audio summaries, recording key takeaways, or even hosting brief discussions inspired by your newsletter content. This provides an accessible way for your audience to consume your information on the go.
5. Use Newsletters to Strengthen Your Editorial Brand
Newsletters offer a valuable platform for nurturing relationships with your audience and driving engagement. Here’s why:
- It builds on your editorial strength: Leverage your existing storytelling capabilities to create engaging and informative newsletters that capture your audience’s attention.
- It allows you to position the content in a consumable way: Newsletters provide a curated and easily digestible format for delivering your content directly to your subscribers’ inboxes. This allows you to ensure your key messages are seen.
- Self-contained newsletters can build a loyal audience: By consistently delivering valuable content, you can build a dedicated subscriber base that looks forward to receiving your updates and is more likely to support your work.
- You can build patterns with readers: Regular newsletters create a consistent touchpoint with your audience, fostering a sense of connection and anticipation for your content.
