Small niche communities (Subreddits, Facebook Groups, Indie Hackers, etc.) are the typical starting point for creators looking to expand their newsletter beyond their existing audience.
Newsletter creators contribute useful and relevant content to these communities, typically showcasing their insight and expertise, as a way of generating new subscribers for their own newsletter.
But if you want to reach a wider audience, submitting your newsletter to directories and aggregators is one of the most efficient strategies. Directories serve as databases for readers to find newsletters in the topics that interest them most. Newsletter aggregators can also be useful. Aggregators enable readers to consume newsletter content, from a variety of news sources, in one place.
There are three primary benefits to newsletter directories:
1. Increased Reach and Discoverability: Newsletter aggregators only succeed if they can demonstrate that they have the ability to increase views, sign-ups, or improve traffic quality of the newsletters they feature. Many directories will collect email lists of potential readers or promote your newsletter on social media. This increases your overall reach and discoverability as a content creator.
2. Backlinks, SEO, and Authority. Newsletters are often times poorly optimized and generate little organic search traffic. One key reason is that newsletters (in their early stages) often struggle to get backlinks from high domain authority sites. Newsletter aggregator help solve this problem by creating a high value site of their own, and by featuring your newsletter, pass along link equity. Link equity, over time, will lead to better SEO for your newsletter, individual posts from your newsletter, and organic search traffic leading to your newsletter.
3. Passive Growth. One of significant benefits of submitting your newsletter to a directory is the passive growth in subscribers that you’ll receive. Submit your newsletter once to a newsletter directory, and you’ll get passive subscriber growth forever.