How To Turn Followers Into Email Subscribers. 13 Examples.
Let’s steal 13 examples of how top creators promote their email lists on social media
Do not index
Do not index
You don’t own your audience.
With just a single click at Twitter, LinkedIn, or Instagram's HQ, your entire business could be wiped out in an instant. I've witnessed creators lose their entire social media following in the blink of an eye.
Building a business on social media means you're building it on rented grounds.
The landlord (👋 hi Elon) can show up any day and kick you out. That's why it's crucial to OWN your audience aka build an email list
But with such high risks involved, why do creators still focus on growing audiences through social media?
The answer is simple: it's much easier to capture attention there.
Smart creators play the game like this → They get attention where it’s easiest (social) and then transfer it to somewhere they own (email).
And you should do the same.
In today’s post, we’ll explore 14 different ways you can turn your social media followers into email subscribers.
Let the heist begin!
Before the tactics - Email capture
The mechanics of transferring people to your email list are simple. It involves three steps:
Attract traffic on social media
Direct people to a specific link (using the tactics we'll discuss below)
Make your “Give me your email” pitch on a simple landing page
For that landing page, a simple website builder like carrd will do the trick (I used it for The Steal Club for years. Great tool, and cheap!).
Then, on that page, you need:
A headline stating the benefits of subscribing
A subheadline explaining how you'll provide those benefits
A subscribe button for easy sign-up
Here’s an example of how Justin Welsh does it 👇
We won’t go too deep here on building a proper email capture landing page (that’s a post for another day). Instead, I wanted to give you a few pointers on what makes a good email capture.
This way, when you put into practice this post’s tactics, your email capture will be in good shape to capture that traffic.
But now to the big question, how do we turn followers into email subscribers?
13 tactics to turn followers into email subscribers
#1 - The Teaser
A big lesson learned during my time as a creator: you need to promote yourself, or no one else will do it for you.
This is what this first tactic is all about.
The concept is simple - tease your work before publishing (usually a day in advance) to generate excitement and encourage people to sign up.
Someone that excels at this is Chenell (from the amazing Growth in Reverse newsletter) 👇
I’ve heard from her that she gets around 50 subs every time she does one of these posts.
To find success with this tactic, think of your post as a Twitter thread or LinkedIn hook. Do it right, and you’ll get reactions like these:
“When you say it is marketing. When others say it is social proof”
#7 - Your profile header
Just like the link in bio, the header of your profile (on Twitter, LinkedIn and Youtube) is another place of internet real estate that most creators overlook.
It’s a great place to pitch your email list. You can do it with a simple visual (like I do) 👇
Or make your pitch straight up like Jaisal does here:
#8 - DM new followers
Not everything is automation and growth hacks.
Justin Moore used to manually DM each one of his new followers with a link to his newsletter:
I’ve seen other creators replicate this tactic too (blurred for privacy):
In general, you should pay attention to your DMs. If you get questions, reply with a link to your newsletter archive and prompt people to sign up.
I reply to most questions in my DMs with a link to a tweet, thread, or newsletter issue.
This not only saves me time but also gets people into my "content funnel," which eventually leads to subscribers.
Manually DMing people is not scalable in the long term, but it’s a great opportunity to get your first subs.
#9 - UTM tags
If you run a newsletter that posts links to other people's sites, you're missing out on a great opportunity if you aren't properly tagging these links 👇
This won’t directly translate into new followers, but it will put you on those people’s radars, which leads to a relationship and that creator knowing you.
Then, they’ll share something of yours in return, and THAT will lead to new followers.
#10 - Use Reddit
I’ve heard great things from Reddit when it comes to getting new email subscribers.
I’ve also heard they are very anti-promotion. Here’s how Eric from Exploding Ideas does it 👇
Again, tread carefully when you go to Reddit. It’s easier than it seems to get banned for promotion.
#11 - Plug your newsletter when it makes sense
If you don’t talk about your newsletter, who will?
That doesn’t mean you need to mention it EVERYWHERE. That will only lead to audience burnout.
What you need to do is to be aware of opportunities like this one (cc @thisiskp_)
Someone who does a great job at plugging his newsletter is Jaisal from startups.fyi.
His newsletter is curation based, so whenever he spots a curation opportunity, he makes a public pitch 👇
This not only gets the original poster’s attention but also other people scrolling the feed see his reply and click on it. Smart!
#12 - Run a webinar
Are webinars still a thing? Very much so! And they are a great way to get newsletter subs through the door.
On a recent pod interview, I heard Shaan Puri say they had around 4,000 people signed up for this webinar 👇
Now this webinar seems more directed at getting people to buy the service they are promoting, but I believe it’s a very valid tactic to get newsletter subs. You just need the content to be interesting enough for people to sign up!
#13 - The social loop
We often think of social media as a way to drive traffic to our newsletters.
That’s where most of us stop.
I’ve only seen a handful of creators drive traffic the other way around. Josh Spector is someone who does it very well.