Growth In Reverse (Newsletter Growth & Email Marketing)

Your Newsletter Is Too Easy to Join — Here’s Why That’s a Problem

56 snips
Jul 2, 2025
Newsletter subscriptions may be too easy, leading to disengaged subscribers. Adding friction in the signup process can actually attract committed readers and enhance engagement. The hosts explore the dangers of a low-friction mindset and the effectiveness of strategies like double opt-in and creative engagement tactics. They also discuss the importance of quality over quantity, personalized interactions, and innovative methods to maintain a healthy email list. Unsubscribe options must remain transparent, ensuring only the most interested subscribers stay.
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INSIGHT

Risks of Low Friction Signing Up

  • Making it too easy to subscribe can lead to lower quality subscribers and lower engagement.
  • Bigger lists may not mean better lists if many subscribers are not interested or inactive.
ADVICE

Adding Friction to Improve Quality

  • Add friction either upfront with more fields or on the backend with engagement checks.
  • More upfront friction weeds out casual subscribers; backend friction helps confirm engaged readers.
ADVICE

False Double Opt-In to Retain

  • Use a false double opt-in to save more quality subscribers who miss confirmation emails.
  • Re-engage unconfirmed subscribers before removing them to avoid losing potential readers.
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