View profile

A good newsletter subscription page increases revenue

Hey newsletter experts, It's Mark again from Revue 💌 Do you sign up for a lot of newsletters like I d
The week in
A weekly update for newsletter editors and audience managers, sent every Tuesday morning in the US, afternoon in Europe, and evening in Asia.
Hey newsletter experts,
It’s Mark again from Revue 💌
Do you sign up for a lot of newsletters like I do? It usually goes pretty smoothly these days but also isn’t exactly exciting. Except when every now and then a publisher nails that sign-up page and makes it a memorable experience ✨
Beautiful subscription pages
Let’s start the fun with the newsletter subscription page of the Texas Tribune. They came up with the idea of a newsletter finder that lets readers find and subscribe to newsletters from the portfolio quickly. Newsletters are grouped by topic and frequency, which readers can filter for.
I quite liked the idea, especially because newsletter co-promotion has proven effective and getting readers to sign up for more newsletters increases the likelihood to sell a subscription.
With that in mind I was doubting whether including a (Google programmatic) ad at the top of the page was the best way to go.
Here’s the entire page, which highlights two newsletters at the top - the main daily newsletter “The Brief” and the currently popular “Coronavirus in Texas” roundup. And then has the interactive newsletter finder below.
I find the ad at the top distracting from the actual purpose of helping readers to sign up to (additional) newsletters.
Digiday had an interesting article on the topic. While sign-up pages were traditionally tweaked using A/B tests, publishers are now taking a step back to look at the bigger picture:
“In the early days of optimizing commerce flows or shop pages, it was about, ‘Can you get a better conversion rate if you change something?’” said Karl Wells, the gm of membership at the Wall Street Journal. Today, he and his colleagues evaluate changes they make based on their effect on the Journal’s projected annualized revenue, or PAR; a change that attracts lots of customers who churn right out of their subscriptions makes less sense than a change that attracts fewer customers who stick around and renew. 
Here’s what the newsletter sign-up page of The Wall Street Journal currently looks like. It shows all newsletters and alerts with on/off toggles to encourage readers to experiment with newsletters, and add new ones that might be interesting ones, but also easily stop others that are no longer interesting.

The New York Times chose a different design. It shows more newsletters, possibly because their portfolio is big, and they want to make it easy to add many with a little plus icons.
Independently of the design, the overarching objective will need to be maximizing overall revenue. For publishers that means prioritizing getting the right subscribers to sign up to the right newsletters, rather than optimizing click through rate on an individual page.
With that in mind, here’s Revue’s new publisher sign-up page. Optimized for mobile, it lets publishers showcase their newsletter portfolio to turn casual readers into subscribers, and subscribers into loyal readers with a high likelihood to purchase a subscription.
Do you like it? As another nice example, you can check out the sign-up page of Hyperallergic here. Besides the newsletters, it also shows some recent issues, which is a cool feature to show readers what to expect and get interested in additional newsletters.
And while The New York Times, The Wall Street Journal and Texas Tribune probably have a whole team working on these pages, Revue’s sign up pages only require minutes to set up.
Have you seen, or worked on, any other effective sign-up pages? Add them to this Twitter thread with your thoughts on what made them great.
Revue
Publishers are upgrading their newsletter sign-up pages, because getting the right readers to sign up for the right newsletters increases revenue.

Here are some interesting approaches, starting with the @TexasTribune and its newsletter finder tool.

Which ones do you like? Why? https://t.co/18MYr0YS9B
The week in newsletters
Getting readers to sign up is one thing, getting them to stay another. Hope you do stay and enjoy the newsletter news of this week 📅
7 lessons from launching a daily newsletter
7 newsletter mistakes not to make
Corona newsletter helps Quartz to double paid subscribers
Emails, perfected for publishers* by Revue.
Did you enjoy this issue?
Mark from Revue

A weekly update for newsletter editors and audience managers, sent every Tuesday morning in the US, afternoon in Europe, and evening in Asia.

If you don't want these updates anymore, please unsubscribe here.
If you were forwarded this newsletter and you like it, you can subscribe here.
Manage all your newsletter subscriptions here.
Powered by Revue