For news publishers, creating a solid, valuable email subscriber list is more important than ever. Among their many benefits, email newsletters help drive traffic to your site and promote brand loyalty. An audience in the habit of regularly checking a branded email is more engaged, and therefore more valuable. Growing a huge email list shouldn’t necessarily be the endgame, though. For the vast majority of publishers, the ultimate goal should be to cultivate a list that’s high in both quality and quantity. In this post, we examine the methods through which publishers can most effectively gather high-value subscribers with the help of Facebook, through “Content-to-Capture”.
What is Content-to-Capture?
Content-to-Capture is an approach developed by Keywee. It’s a Facebook ad campaign that offers a Facebook user a free article in exchange for their email address. Once the user has entered their email they are directed to the publisher’s site, bringing two benefits to publishers: you acquire new email subscribers and drive quality traffic to your site.
Here’s a Content-to-Capture success story from Kiplinger.
“Within a few months of using Content-to-Capture, Kiplinger acquired over 30,000 high-value newsletter subscribers at an average CPA of about $1. Given that the publisher earns around $3 per email subscriber, Keywee helped Kiplinger achieve 3X ROI on its email acquisition efforts.”
“We sustain that [subscriber] list and grow that list largely through Facebook now, we find that to be very good ROI.” – Andy Nolen, Kiplinger’s Director of Digital Operations & Advertising, in a conversation with Digiday.
Let’s walk through the steps you’ll need to take in order to implement a Content-to-Capture campaign:
Locate a strong piece of your content that represents your brand. Open Facebook Ad Centre and create a “Lead ad”. Follow the steps to create an ad that collects email addresses, either through a form hosted on your site or through a form on Facebook. Enter your link, an eye-catching image and copy for the ad. After targeting an audience that are highly likely to be interested in your content, set the ad live.
The audience will be met with an ad like the below:
After clicking the post’s call-to-action – ‘Subscribe’ – the user is presented with an extended preview of the content and a form to fill out. The form automatically populates any information the user has already provided to Facebook.
A signup confirmation will then show alongside a link to the whole piece on the publisher’s site. It’s at this point that new subscriber details can be downloaded from Facebook Business Manager or sent directly to a publisher’s mailing list via an integration.
And there you have it. An elegant, demonstrably effective method of driving newsletter subscriptions using Facebook. The Content-to-Capture approach has been adopted by some of the world’s largest publishers, including The New York Times, Forbes, The Guardian and National Geographic – we’re looking forward to monitoring the effect it has on other publishers in the future.