Making the two work as one.
WHAT THE WEBSITE PROVIDES
Somewhere to send people A place to collect subscribers Content worth linking to
WHAT EMAIL PROVIDES
A way to bring people back to the site Traffic to new content, which helps it get discovered Repeat visitors
THE PRACTICAL LOOP
Publish something useful on your site Link to it from your newsletter Subscribers visit, and some share it New visitors find the signup form The list grows
THAT IS THE ENTIRE STRATEGY, and it takes a year to show.
WHERE THE SIGNUP FORM BELONGS
At the end of content, where someone has just found you useful. That is the moment people subscribe.
Also in the footer and at checkout.
LANDING PAGES
A campaign linking to your homepage wastes the click. Link to the specific page about the thing you mentioned.
WHAT TO CHECK
That the pages you link to actually convert. Clicks to a page with no clear action achieve nothing.
MEASURING
Tracking parameters on campaign links, so analytics shows what email produced.
THE COMMON FAILURE
A good newsletter linking to a website that does not convert.
