Grow Newsletter Signups with These Actionable Strategies
A popular reason that nonprofits run social actions is to grow newsletter subscriptions. And with good reason! On Facebook they have hundreds, thousands or even tens of thousands of fans and supporters that feel untapped and not fully engaged in the cause. Sure, they see and engage with your content on Facebook on and off, but it’s not the same as receiving a weekly newsletter in their inbox.
So, how do you take the fans and supporters that you have on Facebook and turn them into newsletter subscribers?
1. What’s in it for me?
First off, why should they sign up for your newsletter? We all receive too many emails as it is. So why should they sign up to receive even more? What can you offer them?
Your supporters have busy lives. Why should they take the time of their day to open and read your newsletter? What makes your newsletter unique or special?
This means that you can’t simply say, “Sign up for our newsletter,” and call it a day. You will get very few new subscribers this way. Instead, you need to communicate the value of your newsletter:
- Will they receive news and updates that they can’t get anywhere else?
- Are there “membership perks”?
- Is this the best way to stay in the loop with your organization and cause?
- How fun and/or interesting is your newsletter?
- Do you have any glowing reviews that you can share?
Think about these five questions and try to answer them in your appeal.
2. Clear audience and goal
This one is pretty simple but often overlooked. Who is your newsletter intended for? And, what is its goal? Answering these two questions will help you to frame the appeal and decide who to target when you push it out.
3. Clear call to action
Your call to action should be clear and straightforward. There should be no question about what you are asking folks to do. To this end, make sure that your action only contains one call to action that you repeat again and again.
In this case, you are only asking supporters to sign up for your newsletter. Any further calls to action can wait until the post-action message or your follow-up email. Your number one goal right now is for your supporters to sign up for the newsletter.
4. Compelling image
Facebook is a very visual platform, therefore your action should have a compelling image to accompany it and make it stand out in the busy News Feed. When choosing or creating an image, there are a couple of things to keep in mind:
- When applicable, images with text overlay tend to perform better than those without. Pixlr and Pablo are both easy-to-use tools that allow you to add text to any image. (Do keep the 20% text rule in mind.)
- Another important factor is the size of your image. The best dimensions for News Feed and action images are 1200 x 627. Pixlr can help you resize your images.
5. The pieces of an effective action
The following attributes are found repeatedly in over-performing actions from a wide range of Pages. They are no less true for your newsletter action. You must convince and persuade supporters to stop scrolling through Facebook and sign up for your newsletter now. If you can’t get them to stop scrolling and take action, then you have lost them.
- Emotional – Must evoke an immediate emotional response. I must feel compelled to get involved and sign up.
- Solvable – Must feel like my action can really make a difference. How can signing up for your newsletter help me further the cause?
- Urgent – It must require an immediate response. I feel like it will be too late if I stop to think or come back later. I must take action now.
- Identity – Must be something that I want my friends to identify me with. Something I want—no need them to see me do. It defines me.
- Make a clear ask – Don’t confuse people or make them wonder how to get involved. Make the ask visible and obvious. In other words don’t bury the ask, state it up front and use a compelling hook.