(And how to get more people to sign up for it anyway)

People are busy. Distracted. Skeptical.

They scroll past banner ads. Ignore pop-ups. And the moment something smells like marketing?

They’re out.

So if you’re still relying on a single “Sign up to our newsletter” box at the bottom of your website — good luck.

It’s not that people don’t want to stay informed.

They just don’t want to be marketed to.

The Fix: Be Useful. Be Timely. Be Everywhere.

Here’s the principle:

Always On. Right Channel. Right Moment in the Journey.

Don’t treat newsletter sign-up like a checkbox.

Treat it like a conversation. One that happens in context, with relevance, and with respect for attention.

Let’s break it down:

1. Ditch the Generic CTA

“Sign up for our newsletter” means nothing.

Instead, tell them what they’ll get — and why it matters.

“Get local updates and alerts — straight to your inbox.”
“Be first to know about roadworks, events, and council news.”
“What’s on, what’s changing, and what you need to know.”

You’re not selling a newsletter. You’re selling certainty, relevance, and peace of mind.

2. Context Is King

People don’t go hunting for your sign-up form.

But they’ll notice if it shows up:

After they’ve read something useful.
Or just before they complete a transaction.
Or within the email receipt they already trust.

Put the invite where they already are.

Not where you wish they’d go.

3. Design for Attention

Don’t bury the email field under 16 checkboxes.

Lead with it. Keep it clean.
Let people opt in first, customise later.

Even better?

Pre-select the topics they just showed interest in. It’s not creepy — it’s clever.

4. Speak Their Language

Don’t group updates by internal teams, departments or products.

Group them around what real people care about:

Community & local projects
Disruptions & alerts
Sustainable living
Events & entertainment
Active lifestyles

Make it sound like something they’d actually read.

5. Trust is the Real Currency

Before they give you their email, they ask themselves:

“Will this be useful?”
“Will this annoy me?”
“Can I unsubscribe?”

Answer all three.

“Only updates you choose. Unsubscribe anytime.”
“Join over 5,000 locals already in the loop.”
Add a quote from a happy reader, not your comms team.

6. Break the Journey into Steps

Email first. Interests second. Done.

You reduce friction.

They feel in control.

Signups go up.

7. Welcome Like You Mean It

The first email matters.

Don’t make it a throwaway confirmation.

Make it feel like they’ve joined something useful:

“Welcome – here’s what you signed up for.”
“Top 5 things to know this month.”
“Update your preferences anytime.”

8. Add a Quiet Referral Engine

After someone signs up, ask:

“Know someone else who should get this?”

Forward to a friend. Simple as that.

No spam. Just good neighbour energy.

9. Use Subtle Nudges to Catch Drop-Offs

If someone hovers, scrolls, or looks ready to bail —

offer a gentle reminder:

“Before you go, want local updates that actually matter?”

Make it helpful, not pushy.

10. Embed in What’s Already Working

If someone’s reading a great article, make the CTA part of it.

“Enjoying this story? Get more like it in your inbox each month.”

Or:

“Like staying ahead of roadworks? We’ll let you know before they happen.”

11. Put It in Every Touchpoint

Receipts. Event tickets. Service emails. Even printed letters.

Anywhere you already talk to users — add a smart, benefit-led invite.

Final Thought

You’re not asking people to sign up.

You’re inviting them to stay informed.

When you stop looking like marketing — and start looking like useful information from a trusted source — everything changes.

If you’re ready to rethink your approach, we’d love to help.

It’s what we do.

Unfold Growth
Smarter communication. Better design. More signups from people who actually care.

Nobody Wants Your Newsletter.