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Welcome to the Google News Initiative
The Google News Initiative works with publishers and journalists to fight misinformation, share resources, and build a diverse and innovative news ecosystem.
Lesson 2 of 6
Increase traffic with newsletters
Increase site traffic
Increase traffic with Google's search products
Increase traffic with social sharing
Increase traffic with web notifications
Increase site traffic with Google Ads (8:11)
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Increase traffic with newsletters

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Build your relationship with your best audiences

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Understand your newsletter traffic with News Consumer Insights

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Newsletter subscribers:

  • Are 10X more likely to become subscribers
  • Open 22% of newsletters
  • Visit twice as many pages as non-subscribers

News Consumer Insights analyses your Google Analytics data to help you understand how much traffic your newsletters bring in and how to grow newsletter subscribers.

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See how your newsletters are doing in three steps

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STEP 1

In News Consumer Insights, navigate to Reader engagement and scroll down to Traffic Sources.

STEP 2

Hover over the blue bubble that says Newsletters to see how many readers are coming from your newsletters.

If you don’t have newsletters, or <1% of your traffic comes from newsletters, a blue bubble will not display.

STEP 3

Click View recommendation to see if you should focus on newsletter traffic.

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Keep newsletter subscribers longer by being transparent

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The Google News Initiative Subscriptions lab found that newsletter subscribers were 10X more likely to become paid subscribers.

This means that you’re more likely to have a longer relationship with a newsletter subscriber than with an average reader.

Start your relationship on the right foot by being transparent about what newsletter subscribers can expect from you.

💡 Best practices

  • Communicate the newsletter’s topic and frequency
  • Offer subscriber or donor-only newsletters
  • Confirm email addresses
  • Write personal intros
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Make sign-up easy with buttons

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Buttons let you take actions with a single tap, like helping your reader sign up for a newsletter. Click-through rates for buttons with calls to action average 5%, but the highest performing buttons can reach 70%.

Placing sign-up buttons throughout your site increases the chances that they’ll sign up, especially when it’s next to your best content.

💡 Best practices

  • Enable auto-fill
  • Ask for email address only
  • Use a contrasting colour for sign-up boxes
  • Use three words or fewer, such as 'Sign up'
  • Use a warm colour in your button, like red, orange or yellow
  • Place buttons halfway through articles
  • Place a floating action button
  • Place a newsletter sign-up box on your homepage
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Get higher open rates with shorter subject lines, images and more

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For news publishers, the average newsletter open rate is 22%.

💡 Best practices

  • Highlight one story in the subject line
  • Show up better on mobile by using subject lines that are 38 characters or fewer
  • Add your mission or slogan in the header
  • Add an image after the headline
  • Use a button to link to articles, other newsletters or subscriptions at the end of the newsletter
draft email 01
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