[FAQ]

Hey everyone,

I have an email newsletter that I’m proud of and a decent social media following, but I’m really struggling to convert those social followers into email subscribers. It feels like there’s a disconnect.

What are the most effective strategies and best practices for promoting a newsletter on social media platforms in 2025? I’m wondering what kind of posts work best – should I be direct and just ask people to sign up, or is it better to tease the content? Also curious about the best places to put the sign-up link.

Any tips to bridge the gap between social followers and email subscribers would be great!

[Jeff Bullas]

Promoting your email newsletter effectively on social media requires a consistent and multi-faceted approach. You need to give your social audience a compelling reason to move from being a passive follower to becoming an active subscriber in their inbox.

There are several effective strategies you should employ. First, and most fundamentally, you must optimise your profile bios. Your bio on every social media platform, whether it is Instagram, Twitter/X, or LinkedIn, should include a clear call to action that encourages people to subscribe, along with a direct link to your newsletter sign-up page. Using a “link-in-bio” service is advisable if you need to feature multiple important links.

Second, you need to regularly tease your newsletter content. Instead of simply posting “sign up for my newsletter,” you should create posts that share a valuable snippet, a key takeaway, or a compelling question from your most recent or an upcoming newsletter issue. You then conclude the post with a call to action such as, “Get the full breakdown in this week’s newsletter. Subscribe via the link in my bio.”

Third, create content that visually showcases your newsletter. This could be a short Reel or a graphic that shows a stylised preview of the newsletter’s format or highlights a testimonial from a current happy subscriber. This helps to make your newsletter feel like a tangible, desirable product.

Fourth, use the unique features of each platform. On Instagram, for example, use the “Link” sticker in your Stories to link directly to your sign-up page when you are talking about your newsletter. On Twitter/X, you can create a valuable thread and have the final tweet in that thread be an invitation to subscribe for more in-depth content. On LinkedIn, you could write a short article that expands on a recent newsletter topic and include a sign-up link within it.

Fifth, run interactive content that relates to your newsletter. You could use a poll or a question sticker on Instagram Stories to ask your audience what topic they would like you to cover in the next issue, then direct them to subscribe to ensure they receive it.

And sixth, pin a promotional post to the top of your profile on platforms that allow it, such as Twitter/X and Facebook. This ensures that a post about the value of your newsletter is the first thing that new visitors to your profile see.

Across all these tactics, the key is to clearly communicate the unique value of being a subscriber. You must answer the question: “What does someone get by subscribing that they do not already get by just following me on social media?” Whether it is exclusive content, deeper insights, free resources, or early access, that value proposition must be clear.

Cheers,

Jeff

[Author]

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