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How to grow a newsletter: 4 strategies to boost your subscriber count

I talk to a lot of newsletter creators who are stuck. Their subscriber count hasn't moved in weeks (or months), and they're not sure what to do about it. I've been there too, so I figured I'd lay out the four approaches that actually work for growing a list.

I'm going to cover organic growth, paid ads, partnerships, and referral programs. Some of these cost money, some don't, and they all work differently depending on where you are in your newsletter journey.

How to grow a newsletter organically

Growing organically just means getting subscribers without paying for ads. It's slower, but the people you attract this way tend to be more engaged because they found you on their own.

Using quizzes and webinars to grow newsletter subscribers

Interactive content is a surprisingly good way to pull people in. Quizzes are fun, people actually share them, and they tell you a lot about what your audience cares about. Platforms like Quizizz or Typeform make it pretty easy to build quizzes that tie into your newsletter's topic.

I know what you're thinking: webinars in 2024? I'd probably feel the same way, but they can actually work if they pair well with your niche.

The trick is making webinars not feel like webinars. Include polls and live Q&A so it's not just you talking at people. Bring on guest speakers who actually know their stuff. Offer something exclusive, like a behind-the-scenes look or a sneak peek at something you're working on. You can even gamify it with challenges or prizes. And invest in decent visuals and video quality, because nobody wants to sit through a blurry screen share.

Quizzes and webinars both work because they create a real connection with your audience. That connection is what gets people to hand over their email address.

Social content to get more newsletter subscribers

If you already have a decent social following, this one's a no-brainer. If you don't, you can start by sharing consistently, contributing to conversations, and finding your people. Update your bio to include a link to your newsletter sign-up page and make sure the content you're posting aligns with what your newsletter covers.

I'd recommend picking one social network to start with (either X, LinkedIn, or Instagram) and focusing there before branching out. Trying to be everywhere at once usually means you're nowhere.

A few things that help: post regularly so people don't forget about you, keep your content on-topic so you attract the right subscribers, and use analytics to figure out what's actually working. Then do more of that.

Combining interactive and social content is one of the best ways to grow organically and build a community of readers who actually look forward to your emails.

Growing your newsletter with paid ads

Paid ads can grow your list fast. But if you jump in too early, you'll burn through cash without much to show for it.

I only recommend paid ads when your newsletter meets at least one of these criteria:

• You have a monetization strategy in place. If you're selling products, services, or premium content, ads can pay for themselves. Without a way to generate revenue from subscribers, you're just spending money to collect email addresses.
• You want to target a specific audience. Paid ads let you get very precise with demographics, interests, and behaviors. If you know exactly who your ideal subscriber is, ads can put you right in front of them. (So can my Ideal Audience Blueprint.)
• You're launching something new. A new product, service, or feature benefits from the immediate visibility ads provide. They help you reach beyond your existing list.
• Your organic growth has stalled. If what you're doing isn't working fast enough, ads can give you the boost you need. But make sure you have a clear path to ROI before spending a lot of cash.
• You're promoting something time-sensitive. Limited-time offers, events, webinars, or special editions all benefit from the urgency that paid ads create.
• You're retargeting interested visitors. Retargeting ads are one of the best tools for list building. These people already showed interest in what you offer, they just need a nudge. These ads remind them why they were interested and push them to subscribe.

Here are the platforms I'd focus on:

Using Meta Ads for newsletter growth

Meta's targeting is incredibly specific, which makes it great for finding your ideal subscribers. Create ad creatives that clearly show the value of subscribing.

For Meta ads specifically: make sure your call-to-action is obvious and strong. Run A/B tests on different formats, creatives, and copy until you find what works, then double down on reach or spend (or both). And definitely use retargeting ads to bring back people who showed interest but didn't subscribe.

Using Google Ads to get more newsletter subscribers

Google Ads are powerful because you're catching people who are actively searching for topics you cover. Search intent is high, which means these people already want what you're offering.

To make Google Ads work: do your keyword research and find high-traffic terms relevant to your newsletter (this can also mean bidding on your competitor's keywords). Write ad copy that's engaging and clearly communicates why someone should subscribe. And make sure the landing page your ad points to is optimized for conversions with a clear CTA and an easy sign-up process. That last part is critical.

Using X Ads to grow newsletter subscribers

X is great for reaching people who like conversation and debate. Since X is primarily text-based (and so is your newsletter), it's an underutilized place to find subscribers.

If your newsletter covers fast-moving topics or trending ideas, X is probably the best platform to promote it on.

Promoted posts can extend your reach, so make sure they're engaging and give people a clear reason to subscribe. Hashtags work for some niches and not others, so test and see if your audience uses them to find content. And engage with anyone who interacts with your promoted posts. Commenting, replying, and participating in conversations builds credibility.

Paid ads give you immediate visibility and precise targeting. If you have a clear path to ROI once you've acquired a subscriber, they're an absolute no-brainer.

Building partnerships and cross-promotions

Partnering with other creators lets you tap into their audiences and attract subscribers who are already interested in similar content.

One of the best ways to get more subscribers is through mutual promotion with other newsletters. Find newsletters that serve a similar audience and propose a partnership where you promote each other's content.

To get started, identify newsletters with similar topics and demographics (the more aligned your audiences, the better the results). Reach out with a clear proposal that explains how the collaboration benefits both sides. And agree on the format, whether that's a dedicated section in each newsletter or a specific ad style that fits naturally with the content.

Focusing on quality over quantity

It's better to partner with a few newsletters that have a highly engaged audience than to spread yourself thin across a bunch of low-quality partnerships.

One thing to note: not all newsletters are created equal. Some will have larger audiences, better click-through rates, etc. So you'll need to agree on how to keep things fair. One of the best ways I've found is to focus on unique clicks rather than sign-ups. This ensures both parties get real exposure, with the focus on actual engagement.

Finding partners to grow newsletter subscribers

Finding partners can be tough when you're just starting out. But there are services that make it a lot easier.

If you're building your audience on Beehiiv (and I recommend you do), they've made it easy to find partners through their Boosts marketplace. The partner network is built right in. It doesn't get easier than that.

If you're using another email service provider, consider using the SparkLoop partner network to find partnerships. They integrate with several quality ESPs and make it easy to get started. I used them for years before moving to Beehiiv. They're solid.

One more thing: when starting out, look for newsletters with similar subscriber counts. You'll both be in a similar spot growth-wise and likely more willing to go the extra mile to make the collab work.

Implementing a referral program

Referral programs drive high-quality growth on autopilot. You're incentivizing your existing subscribers to refer friends and colleagues, which taps into new networks and brings in like-minded people.

Here's how to make them work:

Beehiiv has a built-in referral feature that's a no-brainer if you're already on their platform. For other ESPs, SparkLoop offers referrals along with its partner network, which makes it a great option.

Referral programs might not generate huge volume, but the quality is typically very high. Referred subscribers are more likely to trust and engage with your content because someone they know recommended it. For incentives, digital products work best: cheat sheets, checklists, exclusive reports, swipe files, that kind of thing.

Pro tip: only offer physical referral rewards if you have the logistics to fulfill them. For 99% of newsletter creators, that's a headache you don't need.

To set up a program that actually works:

• Make the referral process as simple as possible. The easier it is, the more people will do it.
• Offer digital products for 1-3 referrals. Make them immediately valuable and relevant to your audience.
• Regularly remind your subscribers about the program in your newsletters. Give them clear instructions and shareable links.
• Use Beehiiv or SparkLoop's tracking features to keep up with who's referring your newsletter. Deliver rewards on time to maintain trust and keep people motivated.
• Publicly acknowledge your top referrers in your newsletter. It rewards them and motivates everyone else to participate.

A well-structured referral program creates a steady stream of high-quality subscribers who are likely to stick around and stay engaged.

Pick one and start

You don't need to do all four of these at once. Pick the one that makes the most sense for where you are right now. If you're just getting started, go organic. If you've got revenue coming in and you know your audience, try paid ads. If you've got a decent list already, partnerships and referrals can compound what you've built. The point is to actually do something, not just read about it.