Sign-Up Sweeteners: What Your Newsletter Needs To Offer In Exchange For Emails

As publishers, we always believe our content to be the best.

But as publishers, we also know our content quality can’t do it alone.

To build an audience, publishers need more. And a new survey about the much-beloved email newsletter shows how willing consumers are to sign up for these audience-developing godsends … if, as LiveIntent says, “there’s value on the table.”

More than half of the consumers surveyed (52%) would subscribe to a newsletter if they were given free access to exclusive content, and 45% would subscribe if given a discount on their first purchase. Thankfully, content quality is not lost entirely on consumers.

“29% assess the content quality and brand reputation when deciding to subscribe,” writes MediaPost’s Ray Schultz, “especially helping brands that invest in exclusive content.”

Email addresses are worth their weight in gold as first-party data becomes more and more vital, and the survey found that 63% of consumers would be willing to give their email address if the value proposition was right.

“The data says brands have to leave a little something out of reach for consumers, and only give it to those who sign up for their email newsletters,” says LiveIntent’s Adam Berkowitz.