One smart thing the OC Register
does is direct readers to its multi-newsletter signup page
. If you’re a keen reader of the tomato newsletter in California’s tomato-growing season, maybe you’ll also be interested in their food newsletter or local events newsletter.
How does that translate to the type of newsletter/s you create? If you can find a common thread between your pop-up and your other work, lean on that. For instance, maybe I run an ongoing newsletter about great food spots in my local area. My pop-up newsletter could focus on recipes, nearby events, or local issues. All three of those share some DNA with my original newsletter idea, and might bring in a new, interested audience to my main subscriber list.
The second tip I have for you is to think about promotion. If your pop-up is tied to a particular event, and therefore time-sensitive, you might not have time to build a faithful following over the course of several newsletters. Promote it everywhere you can think of before you launch, emphasizing the time-sensitivity and the particular value you’ll bring to readers.