21 Newsletter Growth Tactics to Try Now

Newsletters are in high fashion for content creators, offering an excellent way to build an audience.

One could argue that Substack —like Medium for email— started the current email newsletter trend that has since spread to several email service providers —particularly as those ESPs see an opportunity to attract creators with advertising revenue.

While an email newsletter can be an excellent way to promote anything from a course to a physical product, sponsorships and advertising are, together, a key driver.

Advertising is Fueling Newsletter Popularity

In 2024, for example, the personal email newsletters belonging to folks like Sahil Bloom, Mark Manson, and James Clear were generating ad revenue in the mid-six-figure range and helping those authors promote their own books, products, and services.

For many brands (advertisers), email newsletters are the last frontier for targeted digital advertising. At the time of writing, many, if not most, newsletter ads were direct sponsorships manually added to the newsletter content, but the industry is changing.

Ad placements are becoming automated, and the newsletter advertising revenue model is moving from flat rates to performance-based for all but the top newsletter creators.

Advertisers love email newsletters because they do not require cookies for tracking. Instead, a given subscriber's email address —after it has been protected with a hash algorithm— can be passed directly to a brand or ad server.

Thus, writing a newsletter is at once lucrative for creators and a good source of return on advertising spend for businesses.

Newsletter Growth

While you may have some altruistic reason for wanting to start an email newsletter, I bet making money will not offend you. So, let's think about newsletter growth in the content of eventually selling ads or promoting your own products.

To be successful, you will want a large and engaged audience of subscribers. So, when we discuss newsletter growth tactics, we have two goals. We must attract new subscribers, and we must keep current subscribers engaged. Newsletter growth entails both concepts.

It May be Cliché, But the Content is King

I've divided our newsletter growth tactic ideas into a few categories, starting with the actual content going into your email newsletter.

Where you publish content, what you write, and when you broadcast it will all impact your newsletter's growth.

No. 1: Start on the Web

There is a sense in which email newsletters are the new blogs. But I don't want to take that idea too far. I don't believe newsletters will replace blogs, but rather augment them.

Your best chance of growing a successful email newsletter is having a successful website.

If you don't mind my breaking the proverbial fourth wall for a moment, that is part of what we are doing at You, Money, Happiness. We want to build a strong newsletter and a strong publication, so we start by having great content online and follow up by asking you to engage with our newsletter — hint, hint.

So, if you want a newsletter, get a website with your own domain name, using software built for the web.

No. 2: Focus on Search Engine Optimization

Since your website will be the foundation on which you build your newsletter, you will have to act like a website owner, and website owners think about search engine optimization (SEO) constantly.

At its core, SEO is a set of best practices aimed at making a web page appear on a relevant search engine results page when someone searches Google, Bing, or their ilk.

SEO is sometimes thought of in two categories.

The first is technical SEO. It asks questions like, is the website constructed so that web crawlers can access the content, adding it to the search engine's database?

The second category is sometimes called "on page" SEO. It refers to the content's focus and quality.

No. 3: Do Keyword, Keyphrase Research

A sub-set of SEO is keyphrase research. It is meant to help you identify the specific keyword phrases that reflect common search queries.

Keyphrase research will help you know whether or not your new article is likely to rank well on Google and other search engines, and your keyword research can help you identify what you should write about.

Here again, I will break the fourth wall. You, Money, Happiness —which is obviously the publication you're reading right now— follows an editorial schedule. I knew this article was supposed to be about email newsletters or blogging based on that schedule.

More than two months before writing this, I had identified the topic "newsletter growth tactics" as a good keyphrase to target.

As you develop content ideas for your email newsletter, use keyphrase research to uncover topics your potential subscribers are already searching for. Oh, and remember to publish these on your website.

No. 4: Have a Plan to Add Value

Not all content has the same value.

Think of it this way. If it is raining, an umbrella can be worth a lot. When the sun comes out, however, an umbrella is not something I want to carry around.

Similarly, if I need to know how to update my website's DNS on AWS, a tutorial is valuable for me. But once I have updated it, I won't be reading that tutorial again for fun.

So, what is it that your newsletter's content has to offer? Will it be entertaining? Informative? Helpful?

This article is meant to be informational. We want to give you loads of valuable newsletter growth tactics. Some you will use, some maybe not.

Try this. Have an overall plan for your newsletter content. Know what value you want to provide, generally, and then write to provide just that.

No. 5: Ask for Feedback

When someone subscribes to your newsletter, that reader should be added to an email welcome sequence —a series of messages sent automatically to introduce them to the newsletter, to you, and to the value you bring.

This welcome sequence is a great time to ask for feedback. Why did he subscribe? What topics would he like to read?

You can also ask for feedback as you manage your list. If someone has not opened a message in a while, send a re-engagement email and ask for input.

It is also ok to ask your most engaged readers. The goal is to find out what your audience of readers wants.

No. 6: Publish on Schedule

If you have told your subscribers that you will send on Tuesdays, send on Tuesdays.

This is, frankly, a lot more difficult than it sounds, especially when you are just getting started.

t's Crossed, i's Dotted

Adding subscribers and, therefore, growing your newsletter requires technical execution, too.

There was a newsletter writer I knew who was on a buggy newsletter platform. He learned that most of the double-opt-in email confirmations the platform was sending on his behalf did not actually make it into the recipient's inbox. Thus, he was losing loads of potential subscribers because of a technical problem.

In this section, let's consider some of the technical details you will want to pay attention to —t's crossed, i's dotted—as you grow your newsletter.

No. 7: Remember Mobile Matters

Folks most often think of mobile optimization or responsive design in the web context. We just assume that email newsletters are somehow magically made for mobile.

They are not. In fact, out of the proverbial box, many email newsletter templates are not even close to being mobile-optimized.

Ensure your newsletter follows the best practices.

• Use responsive email templates that adapt to different screen sizes, automatically resizing images, buttons, and text for mobile.
• Use a single-column layout.
• Use a large font that is at least 14pt.
• Use tapable buttons for your CTA.
• Limit the email's overall file size.

No. 8: Build Amazing Subscription Forms

First, remember that not every subscription form serves the same purpose. Some forms, like the ones at the bottom of a blog post, can be succinct, while others may be verbose.

The form's use and location will determine what it should say and what format or layout it should have. In fact, here are just some of the formats you might consider for a newsletter subscription form.

• A Splash page is a full-page takeover that asks a visitor to subscribe before showing any content.
• A dedicated landing page built specifically to promote the email newsletter.
• An inline form can be added to a website header, included with a blog post, or integrated into an About page.
• A floating form can be added to a site's sidebar.
• Pop-up forms are excellent for engagement and will be mentioned specifically in No. 9 below.

The subscription form's format should inform its design, copy, and function.

Remember, the ultimate goal is to have someone subscribe to your newsletter and stay engaged. So, the most amazing subscription forms are also tested regularly.

No. 9: Use a Pop-ups

If you have taken my advice and used a website as the foundation of your email newsletter growth strategy, consider a pop-up.

Pop-ups or modal windows are, frankly, interruptions that inject themselves into a site visitor's browsing experience. The key is that pop-ups can be triggered when someone visits a specific web page or takes a particular action. Thus, the pop-up can be very focused.

Wisepop, for example, reported that pop-ups convert about five times better than inline forms, in general, and about 15 times better on mobile devices.

No. 10: Employ Snipper Links

One of the biggest challenges in growing an email newsletter is getting subscribers through the double opt-in confirmation process.

By some estimates, more than half of potential subscribers never complete this final step, even though they were interested enough to submit an email address.

Enter sniper links, a clever solution that makes confirmation dramatically easier for subscribers.

A sniper link is a URL pointing directly to an email client's search results, specifically targeting the confirmation message's subject line.

When a subscriber clicks the link, it opens their email client (like Gmail) and displays the confirmation email at the top of the search results — regardless of whether the message landed in the inbox, promotions tab, or spam folder.

For example, after someone enters their email address, you might show them a confirmation page with specific instructions: "Click here to find your confirmation email in Gmail." When they click, the sniper link opens Gmail with their confirmation email ready and waiting.

This approach is particularly valuable for small business owners and entrepreneurs who need every advantage they can get when building an email list.

Rather than hoping subscribers will hunt through their inbox or spam folder for your confirmation email, you're taking them directly to it.

No. 11: Have a Well-planed Welcome

The moment a subscriber confirms his email address represents a golden opportunity. This subscriber has demonstrated genuine interest in your content not once but twice — first by submitting his email address and then by confirming it.

Your welcome sequence is your chance to capitalize on this momentum and set the tone for your ongoing relationship. Think of it as the digital equivalent of a firm handshake and warm smile.

First, a newsletter welcome series should deliver on any promises you made during the subscription process. If you offered a lead magnet — like an ebook or checklist — make sure it arrives promptly in that first welcome message.

Second, your welcome sequence should establish expectations. Tell your new subscribers when he will hear from you and what kind of content he can expect.

This transparency helps prevent future unsubscribes.

Third, use the welcome sequence to learn about your subscribers. As mentioned in tactic No. 5, this is an ideal time to ask for feedback. What brought him to your newsletter? What topics interest him most? This information is invaluable for creating content that resonates.

Finally, consider spreading your welcome sequence across several days. The first message might arrive immediately with your lead magnet, a second message two days later could share your best content, and a third message might introduce them to your products or services.

Remember, these early interactions set the foundation for long-term engagement. A well-crafted welcome sequence can turn casual subscribers into devoted readers who open your emails consistently and share them with others.

No. 12: Encourage Sensible Referrals

Word-of-mouth marketing remains one of the most powerful growth tools available, and your existing newsletter subscribers can be your best ambassadors — if you approach referrals thoughtfully.

The key word here is "sensible." While it might be tempting to offer huge incentives for referrals or constantly badger your subscribers to share, a more measured approach often yields better long-term results.

Start by making sharing easy. Include a "forward to a friend" link in every newsletter edition. Better yet, create a dedicated landing page for these forwarded readers so they understand precisely what they're signing up for when they arrive.

Consider implementing a referral program, but keep it natural and aligned with your newsletter's value proposition. For example, if your newsletter focuses on personal finance, you might offer both the referrer and the new subscriber access to an exclusive financial planning template. The reward should make sense in context.

Some practical referral approaches include:

• Adding a simple "P.S." at the bottom of your best content, asking satisfied readers to share.
• Creating shareable snippets of your newsletter content that subscribers can quickly post on social media.
• Highlighting subscriber testimonials to show the genuine value others are getting from your newsletter.
• Offering special recognition to subscribers who consistently help grow your community.

The most crucial aspect of referral marketing is timing. Don't ask for referrals until you're confident you've delivered real value to your subscribers. When readers genuinely benefit from your content, they're much more likely to share it with others who might benefit, too.

Quality matters more than quantity. One engaged subscriber who found you through a trusted referral is worth far more than ten unengaged subscribers who signed up through aggressive promotion tactics.

Garner Attention

Part of your email newsletter growth efforts will need to focus on getting folks to pay attention. Here are a few ways to achieve that end.

No. 13: Build Lead Magnets

A lead magnet is the digital equivalent of the free sample at your local warehouse store — it gives potential subscribers a taste of the value you provide while encouraging them to sign up for more.

Of course, not all lead magnets are created equal. The best ones solve a specific problem or fulfill a particular need for your target audience. These high-performing lead magnets should be substantial enough to demonstrate your expertise but concise enough to consume quickly.

Here are some proven lead magnet formats that can help grow your newsletter:

• Quick-start guides that help readers achieve a specific goal,
• Ebooks covering a very niche topic,
• Templates or worksheets that save time and effort,
• Checklists that simplify complex processes,
• Mini-courses delivered via email,
• Exclusive research or data your audience can't find elsewhere,
• Free tools or calculators that solve common problems.

The key is to align your lead magnet with your newsletter's core value proposition. For instance, if your newsletter focuses on productivity, don't offer a recipe book as your lead magnet. Instead, create something like a "5-Minute Morning Routine Checklist" that matches your expertise and attracts the right subscribers.

Consider creating multiple lead magnets for different segments of your audience or different entry points to your content. A reader finding you through an article about getting started might want different resources than someone who discovered you through advanced content.

Pro tip. Update your lead magnets periodically. The goal isn't just to get the email address — it's to attract subscribers who will engage with your newsletter long-term. Design your lead magnets accordingly.

No. 14: Invest in Paid Advertising

While organic growth strategies are essential, strategic paid advertising can accelerate your newsletter's growth significantly—if you do it right.

The key word here is "invest," not "spend." Like any investment, paid advertising should generate measurable returns. Start with these proven advertising channels:

• X (Twitter) ads are the best way to capture engaged users already discussing topics in your niche.
• Reddit ads (at the time of writing) were a hidden gem worth their weight in new subscribers.
• Google Search ads focus on relevant keywords your potential subscribers are already searching for and work great with lead magnets.
• LinkedIn ads are good if you're running a B2B or professional newsletter.
• Meta (Facebook and Instagram) ads to target users who match your ideal subscriber profile.

The secret to successful newsletter advertising isn't just choosing the right platform — it's about the math. Here's what you need to calculate:

• Cost per click (CPC)
• Landing page conversion rate
• Cost per subscriber (CPS)
• Lifetime value (LTV) of a subscriber

Let's break this down with an example. If you're paying $1 per click and your landing page converts at 20%, your cost per subscriber is $5. Now, if each subscriber is worth $20 to your newsletter through advertising revenue or product sales, you've got a healthy 4:1 return on investment.

A few best practices for newsletter advertising:

• Test multiple ad creatives and landing pages simultaneously.
• Start with a small budget and scale what works.
• Use retargeting to reach people who've visited your website but haven't subscribed.
• Create lookalike audiences based on your current most engaged subscribers.
• Monitor your metrics closely and adjust your strategy accordingly.

Paid advertising isn't a "set it and forget it" solution. It requires constant monitoring and optimization. Start small, test thoroughly, and scale only what proves profitable.

No. 15: Try Paid Recommendations

Newsletter-to-newsletter recommendations represent one of the newest and most expedient ways to grow your subscriber base.

Services like Sparkloop, Kit recommendations, and Beehiiv Boosts facilitate these connections, allowing newsletter creators to recommend each other's content to their respective audiences.

Think of it as native advertising designed explicitly for newsletters. Instead of a traditional ad, your newsletter appears as a curated recommendation from a trusted source — another creator their subscribers already read and trust.

These recommendation networks work differently than traditional advertising.

• The referral usually comes from a fellow creator rather than appearing as a sponsored message.
• Payment is typically performance-based, meaning you only pay for actual subscribers.
• The audience is pre-qualified since they already subscribe to at least one newsletter.
• The recommendation feels more authentic because it's coming from a trusted source.

However, there's an important caveat. Subscribers who come through these recommendation networks need special handling. Create a distinct welcome sequence that:

• Acknowledges how they found you ("You're receiving this because [Newsletter Name] recommended us...").
• Reminds them why they might find your content valuable.
• It gives them an easy way to opt out if they're uninterested.
• Sets clear expectations about your content and sending frequency.

Here are some best practices for paid recommendations.

• Choose recommendation partners whose audience genuinely overlaps with your target readers.
• Track these subscribers separately to measure their long-term engagement.
• Monitor your costs carefully to ensure you're getting a positive return.
• Consider both being recommended and recommending others to build relationships in your space.

While these services can deliver subscribers quickly, the quality of those subscribers depends largely on how well-matched the recommending newsletter's audience is to your content. Choose your partners carefully and monitor engagement rates closely. Finally, paid recommendations are typically more expensive than other forms of paid subscriber acquisition.

No. 16: Seek Publicity

Creating newsworthy content can attract subscribers while simultaneously establishing your expertise. The key is developing original, data-driven insights that journalists and industry publications want to cover.

One of the most effective approaches is conducting and publishing original research. Here's how it works:

First, identify a compelling question in your niche that lacks definitive data. If you write about remote work, you might survey your audience about their productivity tools and habits.

Next, collect meaningful data. This could mean:

• Surveying your existing audience,
• Conducting interviews with industry experts,
• Analyzing publicly available data in a new way,
• Running controlled experiments,
• Tracking industry trends over time.

Then, package your findings professionally:

• Create a detailed report with clear visualizations,
• Write an executive summary highlighting key findings,
• Develop shareable infographics,
• Craft a compelling narrative around the data.

Here's where the newsletter growth strategy comes in:

1. Publish a teaser of your findings on your website.
2. Offer the complete report as a PDF download in exchange for an email subscription.
3. Distribute a press release through news wires.
4. Reach out to relevant journalists and industry publications.
5. Share select findings on social media, always linking back to your landing page.

Break your research into multiple angles for different audiences. A single remote work study might yield separate stories about productivity, work-life balance, and technology adoption — each appealing to different publications and audiences.

The beauty of this approach is that it creates a virtuous cycle:

• The research establishes your authority.
• Media coverage drives traffic to your landing page.
• New subscribers join your list to access the full report.
• A larger audience means better data for your next research project.

Journalists are always looking for credible data to cite in their stories. By providing it, you position yourself as a go-to source while building your subscriber base.

No. 17: Contribute to X and LinkedIn

Social media platforms can be powerful drivers for newsletter growth, but not all platforms are created equal when it comes to converting followers into subscribers.

At the time of writing, X (formerly Twitter) stands out as the most effective platform for newsletter growth across nearly every topic category.

X's audience demonstrates a powerful affinity for written content and tends to be more interested in newsletter subscriptions compared to users on other social platforms.

LinkedIn, while more focused in scope, excels at driving subscriptions for specific newsletter categories:

• Professional development content.
• Productivity tips and strategies.
• Personal growth and career advice.
• Business insights and analysis.
• Industry-specific thought leadership.

For these topics, LinkedIn's professional audience is more likely to subscribe and tends to be more engaged over time.

On both platforms, focus on building genuine connections and sharing valuable insights first.

No. 18: Ask a Friend

Building an email newsletter from scratch can feel like shouting into the void. But chances are you already have a network of friends, colleagues, and acquaintances who would be happy to help — if you ask.

The key is being specific with your requests. Instead of a generic "please subscribe to my newsletter," try more targeted approaches.

• Ask friends in similar niches to mention your newsletter in their next edition.
• Request specific introductions to people who might benefit from your content.
• See if colleagues would share your newsletter with their professional networks.
• Invite friends to provide honest feedback about your content and format.
• Ask successful newsletter creators for a quick review of your strategy.

You're not just asking for favors — you're offering value. Your friends' audiences will benefit from discovering your content, and you can often reciprocate by sharing their work with your growing audience.

Create a simple "friend link" that bundles several of your best newsletter editions. This makes it easy for friends to evaluate your content and share it with their networks confidently.

Don't underestimate the power of personal connections. Some of today's largest newsletters started with a founder simply reaching out to their immediate circle and growing from there.

You'll Have Some Business to be Done

For newsletter growth you may need to do a few things you had not expected, like pay close attention to metrics, go to conferences and trade shows, or focus on making money.

No. 19: Measure and Monitor

Growing an email newsletter requires more than just good content and promotional tactics — it demands a data-driven approach to understanding what's working and what isn't.

Here are some metrics you might track.

• Subscription growth rate,
• Source attribution (where subscribers come from),
• Conversion rates by acquisition channel,
• Welcome sequence completion rates,
• Open rates over time,
• Click-through rates on key content,
• Unsubscribe rates and timing,
• Engagement patterns across different content types.

But don't just collect numbers — analyze them for actionable insights. For example:

• If certain topics consistently drive higher engagement, create more content in that vein.
• If a particular acquisition channel delivers subscribers who stay longer, invest more there.
• If unsubscribes spike after specific types of content, reassess that content strategy.

Create a simple dashboard to track these metrics weekly or monthly. The goal isn't to obsess over daily fluctuations but to identify meaningful trends over time.

Pay special attention to your subscriber lifecycle.

• How long does it take new subscribers to become engaged readers?
• When do most unsubscribes occur?
• Which content tends to reactivate dormant subscribers?
• What patterns emerge among your most loyal readers?

Every unsubscribe and every unopened email is feedback. Use this data to refine your approach and better serve your audience.

No. 20: Attend Events

In-person events are an effective tool for newsletter growth, offering opportunities to connect with potential subscribers, fellow creators, and industry influencers who might amplify your reach.

Consider these three distinct event strategies.

First, attend events where your target subscribers gather. If you write about entrepreneurship, for example, startup conferences and small business meetups put you directly in front of your ideal audience.

Don't just hand out business cards — offer genuine value in conversations and let your expertise naturally lead to newsletter discussions.

Second, seek speaking opportunities. Whether it's a breakout session at a major conference or a presentation at a local meetup, speaking positions you as an authority and gives you a platform to showcase your knowledge.

The key is to deliver genuine value in your presentation, and then naturally tie it to your newsletter's content.

Some effective speaking approaches include.

• Sharing exclusive research or insights from your newsletter.
• Walking through case studies that demonstrate your expertise.
• Teaching practical skills related to your newsletter's focus.
• Participating in panel discussions in your area of expertise.

Third, connect with other creators. Industry events attract fellow newsletter writers, bloggers, and content creators who could become valuable allies in your growth journey. These connections can lead to:

• Cross-promotion opportunities,
• Guest posting arrangements,
• Collaborative content projects,
• Valuable advice and insights,
• Referrals to other opportunities.

Here are some ways to maximize the event experience.

• Create event-specific landing pages for your newsletter. When speaking or networking, give people a simple, memorable URL where they can learn more and subscribe.
• Consider offering event attendees exclusive content or resources to increase conversion rates.

No. 21: Monetize Your Newsletter

Monetizing your newsletter isn't just about generating income — it's about creating a growth engine. When your newsletter generates revenue, you can reinvest those funds into growth strategies, creating a powerful flywheel effect.

Here's how the virtuous cycle works.

1. Your newsletter generates revenue through ads, sponsorships, or products.
2. You reinvest that revenue into growth tactics like paid advertising or better content.
3. Your subscriber base grows.
4. Relatively larger subscriber numbers command higher advertising rates or product sales.
5. Increased revenue enables more investment in growth.

Standard monetization methods that scale with list size include:

• Direct sponsorships and advertising (try Paved).
• Affiliate marketing.
• Premium subscriptions or paid tiers.
• Digital products and courses.
• Consulting services.
• Events and workshops.

Start monetizing earlier than you might think. Even a tiny amount of revenue can fund growth initiatives like:

• Paid advertising campaigns,
• Better tools and software,
• Professional design work,
• Content research and creation,
• Virtual assistance for scaling operations,
• Event attendance and networking.

The key is treating newsletter revenue as seed capital for growth rather than pure profit. Many successful newsletter creators reinvest 50% or more of their early revenue into growth strategies.

This approach requires patience — you're essentially trading short-term profit for long-term growth. But the math makes sense: a list of 50,000 engaged subscribers typically generates significantly more than five times the revenue of a 10,000-subscriber list, thanks to better monetization opportunities and stronger negotiating positions with sponsors.