Workplay Digital

How to Organically Grow Your Email Newsletter


Starting a newsletter (and being able to send it out every week, ahem) can be a daunting task. From selecting an email platform to curating content, a regularly distributed newsletter can take several hours to plan and execute. However, there’s a reason why so many organizations put email marketing above all other marketing channels – it works. According to Oberlo, the average expected ROI is $42 for every $1 you spend on email marketing. 

With those numbers, it’s quite likely that you’re already on the email marketing train (9 out of every 10 marketers use email marketing to distribute content organically). And now that you’re putting all of this time and effort into birthing an email baby (…we’ll avoid these types of metaphors in the future), it’s time to grow! 

  • Leverage existing channels to promote your newsletter. Get your newsletter in front of your audience, wherever they are. Add a pop-up on your website, ask brand ambassadors to post on their LinkedIn accounts and even insert a CTA at the end of your YouTube videos!
    • Once you’ve sent out a newsletter or two, share the link to view or download so people know what to expect when they subscribe.
  • Create a landing page. One of the ways we were able to grow our audience was by developing a landing page for our newsletter. The landing page, featuring thoughtful reasons why our audience should consider adding yet another newsletter to their inbox and CTAs, has a conversion rate of over 80%. 
  • Offer up exclusives or gated content. Ask for an email address in return for exclusive perks or longer-form content. White papers, e-books and guides work well for this sort of thing. 

Lastly and arguable most importantly, make sure your newsletter is adding direct value to your audience. Read more on how we grew the Hit Play newsletter on Marpipe. 

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