Newsletters aren’t just important but also necessary for your long-term success. So how do you entice people to opt-in for your newsletter? How can you write convincing newsletter sign-up copy?
Newsletter sign-up and your marketing efforts
An e-mail list is one of your greatest assets and a powerful tool for your business’ marketing.
- 281 billion email messages are sent and received everyday
- Newsletters have a higher conversion rate than social media at 4.29% vs 1.81%
Source: Harvard Business Review
Clearly, newsletters aren’t just important but also necessary for your long-term success. But there are also countless great newsletter options to choose from.
So how do you entice people – casual browsers, previous customers, undecided prospects with potential – to opt-in for your newsletter over the other newsletters in your industry? What makes a good newsletter sign-up prompt? What gets the job done?
This post takes a look at some effective examples of newsletter sign-up prompts I’ve seen in various industries.
We’ll examine why they’re so good at convincing you – the how and why – and what your takeaway should be. In other words, practical tips you can use to get more newsletter sign ups.
Learn from the best with these examples of newsletter registration calls to action
Cosmetics & Toiletries
This newsletter sign-up prompt gets everything right. Simply put, the text hits the nail on the head.
It understands its readers’ primary concern – product safety – and offers them undeniable value in that regard:
- You can stay up-to-date on product safety;
- You’ll receive an exclusive magazine in addition to the newsletter;
- And you will even gain unlimited access to the website.
You can get all that for free, just by signing up today!
Notice how the call-to-action encourages you to do it now? Not tomorrow, not next week, not when you need to get the latest news – but today. (Bonus points for not sticking to the typical ‘subscribe’ or ‘subscribe now’ button.)
And if you’ve ever doubted the power of words, take a moment to consider the ones used here. They have all the right ones to get you to bite; ‘exclusive’, ‘unlimited’, and ‘free’ are truly irresistible.
So if you can combine all four of these crucial elements in one newsletter sign-up prompt, then your task is practically done.
Takeaway: Understand why readers are on your site and why they might want to subscribe in the first place. Then craft your sign-up offer accordingly. Make sure you cater your message to potential subscribers’ priorities. You’ll also get more subscribers if you can generate additional value that will make your newsletter more attractive.
Whole Dog Journal
Want to know why I love this prompt? Hint: it’s not just the cute doggo (in video format!) or that the newsletter is free.
- There’s an offer for something tangible – an extra freebie in the form of the downloadable checklist – in exchange for your email address;
- The notice tells you what their newsletter is all about (training and health tips);
- There are essentially two calls-to-action (“send it to me!” or “stay unprepared”), with the latter really tapping into a pet parent’s guilty conscience.
It’s important to note that while guilt-tripping can be counter-productive (since it leaves a bad taste in the mouth), “stay unprepared” doesn’t have that effect because it’s actually quite a neutral statement.
(It would be another story if the second option were “No thanks – I don’t care about my dog’s safety”. That would just annoy the reader.)
Takeaway: These days, people don’t part with their email addresses that easily. But if you offer them something valuable – for free – in return, then they just might be willing to share it with you.
What would a list of effective examples be without a look at HubSpot? This subscribe prompt looks simple in comparison to the previous ones but you can see that it’s incredibly well-thought-out.
I wouldn’t be surprised if they tested different word combinations (and probably even colour choices) before settling on this version.
Here’s what’s notable:
- The headline uses social proof. It implies that you are in excellent company: 215,000 fellow marketers (professionals just like you) are already on this list!
- You aren’t getting just any old set of tips but expert marketing tips, so that you become a better marketer. See how that’s worded? There’s a clear benefit to subscribing.
Takeaway: If you have impressive figures, go ahead and incorporate social proof in your newsletter sign-up notification. It will give you credibility and also inspire both curiosity (is the content really that good that so many have signed up?) and confidence.
This one’s really obvious. I mean, the instant incentive jumps straight off the page, doesn’t it?
Did You Know?
According to a Data and Marketing Association report, 60% of consumers sign up for an email newsletter because they want to receive offers and sales.
Source: Data and Marketing Association
The discount is front and centre of the newsletter sign-up prompt. It’s the headline! So that draws visitors’ or online store browsers’ attention.
Immediate benefits (like the discount) given to new subscribers are an effective way to get more sign ups. After all, who doesn’t appreciate savings? And giving subscribers importance in the form of priority (like first access to sales) also works wonder.
There’s just one thing that – to me – needs improvement. That is the wording around the 10% discount.
Unless you read the text carefully, you might think you’re getting two sets of 10% discounts: One at the time of sign up (the 10% headlining offer) and – since it says “plus” – a second discount of 10% on your next purchase over $50. Subscribers might feel duped if they misunderstood the message.
Takeaway: Give subscribers a reason to sign up now. Whether that’s a discount code, coupon, or some other promotional offer, make sure it’s immediately seen and can be used with as few strings attached as possible – otherwise, it’s not that enticing is it?
This one stood out to me because with just 18 words (excluding the fine print), you know the most important points to reach a decision about signing up.
You know that this newsletter is all about style and that you’ll be getting updates 3x a week. In other words it’s all about word choice. You don’t have to say much to be convincing.
Also, do take note of the keywords: “inside scoop” and “luxury world”.
To put it into perspective, you wouldn’t be quite as interested if the copy said “Get your updates on the world of style”, right? That’s very generic, very common.
“Inside scoop”, on the other hand, makes this newsletter more appealing. In fact those two words say it all – the newsletter contains valuable information that not everyone has. But you can be in on it by signing up!
And “luxury world” indicates what type of content the newsletter will cover. You’re probably not going to read about H&M here, but it is the right place for news on Hermes.
Takeaway: Be forthright about newsletter frequency. Whether it’s daily roundups, weekly, or even monthly mails, let the subscriber know what to expect.
Condé Nast Traveler
There are three awesome elements to this newsletter sign-up page.
- There’s the eye-catching double headline. The two lines elicit emotion, stir up wanderlust, and even arouse a slight twinge of FOMO.
- They give you options – you choose what kind of content you want to receive. Aside from making sure that subscribers get exactly the type of information they want (and nothing else), this approach allows them to segment their subscribers around interests.
- The call-to-action button isn’t boring. Rather than the standard “subscribe now” or “sign up”, users opt in to be inspired. Doesn’t “Inspire Me” has a far better ring to it? It tells you a lot about what you’re going to get, about the brand itself, and really speaks to the motivation behind signing up for the newsletter to begin with.
Takeaway: Your call-to-action button plays an equally important role in improving your subscriber conversion rate. Dare to be different but make sure your button copy is relevant and accurate.
Here’s another example where subscribers are given options and the freedom to choose what kind of content they wish to receive.
Sometimes, there’s nothing better than keeping things simple. That’s precisely what you see with this pop-up newsletter sign-up prompt. It’s back to basics, asking you to sign up to receive a 15% discount on your first order.
But that’s not the only reason I’ve featured this example. Take a look at this:
There’s a second sign-up opportunity on their website – the static sign-up widget in the website footer. As you can see, they’ve expanded the copy just a little bit with additional benefits (free delivery, free returns) to make it more appealing.
On the other hand, the pop-up prompt located within the online store section focuses on the most important benefit to convince shoppers to sign up. No distractions, no lengthy text – and that’s exactly how shoppers like it.
Takeaway: Always consider user intent when crafting your newsletter sign-up call-to-action copy. You might want to emphasise different things depending on the prompt’s location. For example: Discounts or special offers for e-commerce pages (e.g. product pages, online store) vs staying up-to-date with the latest news (or similar blog posts) for calls-to-action on a blog or site footers.
Even though this sign-up form is pretty standard, there are two things I like about it.
- Rather than sentences, they’ve chosen to break the benefits up into easy-to-read blocks (the key points) above the opt-in form.
- They’ve made signing up attractive because they promise offers and promotions exclusive to newsletter subscribers. This makes the reader curious what kind of awesome deals subscribers are getting, that regular shoppers aren’t.
Takeaway: Make sure prospects know that there are subscriber-only benefits. That’s an added incentive to sign-up, so that they don’t miss out.
What a fun headline! It’s witty and totally on-brand, considering they’re an online recipe website. It helps their newsletter stand out. And that’s precisely the power of words!
Wordplay, puns, maybe even double-entendres (done right, of course) can elevate something simple that might otherwise be boring into something exceptional.
Also, aren’t you curious what the “fun” they’re referring to is all about? Could it be something other than recipes? I’m curious enough to sign up and find out.
Takeaway: Fun and humour – if you get it right, that is – can really help you shine in your industry, especially since we don’t often expect to see it on newsletter sign-up forms. They tend to be quite formal.
While not actually an email newsletter, LEGO have done such a stellar job with the magazine sign-up copy that they had to be included in this list of noteworthy examples.
This sign-up notice has all the information anyone could ask for.
- It has an interesting name (LEGO® Life Magazine).
- There’s a clear indication of this magazine’s target audience (kids 5 – 9 years old).
- It tells you what you can expect, i.e. why it’ll be super fun for kids.
- You’re informed how you’ll be receiving the magazine (by mail, straight to your home).
- You are also told how often you’ll be receiving the magazine.
- Most importantly, you can get all this for FREE.
Did they leave any questions unanswered? Not at all – everything you need to know to choose to sign up is answered right there.
It’s also worth noting that this magazine was clearly created for kids – they’re the ones who will be enjoying its contents – but the offer (and the language used) has to appeal to the parents. After all, it’s mum and dad who are signing up for it.
Takeaway: Get ahead of possible objections subscribers might have by answering all their most pertinent questions before they can even ask them. Then all that’s left for them to do is to sign up!
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