Newsletters remain one of the most effective ways for publishers to build lasting relationships with readers. The challenge lies in encouraging sign-ups at just the right moment, without disrupting the reading experience.

Goal

Increase newsletter sign-ups by prompting interested readers at the right moment, using subtle onsite messages that align with the user’s current activity.

How it works

As a reader explores your website, their in-session behavior can trigger a subtle onsite message encouraging newsletter sign-up.

Example scenario

A reader spends several minutes browsing the Culture section, reading reviews and interviews. As they begin scrolling through long-form content, an onsite notification appears:

“Want more stories like this in your inbox? Subscribe to our Culture Weekly newsletter - tap to sign up!”

The message links to a dedicated newsletter sign-up page, where the user can quickly subscribe.

Benefits

• Increases newsletter opt-ins with minimal disruption

• Targets engaged readers when interest is high

• Helps grow a qualified email list for long-term audience retention

Best practices

• Use timing rules to avoid showing the message too early, e.g., display after 30–60 seconds or after reading 2+ articles.

• Match the message to the topic or section being read.

• Store notifications in the Inbox so readers can revisit the offer later during the same session.

• Test the copy and CTA to find what resonates best with your audience.

Display rules and options

• One-time display per session
  Keeps the message subtle and respectful of the user experience

• Targeting options:

  • Time on page

  • Current URL or content category

  • Device type

  • Web push subscription status