{"id":215107,"date":"2021-06-07T09:57:00","date_gmt":"2021-06-07T13:57:00","guid":{"rendered":"https:\/\/www.lionpublishers.com\/?p=215107"},"modified":"2021-08-18T19:18:07","modified_gmt":"2021-08-18T23:18:07","slug":"how-range-built-a-newsletter-audience-from-scratch-and-converted-9-percent-of-readers-to-paid-members","status":"publish","type":"post","link":"https:\/\/www.lionpublishers.com\/how-range-built-a-newsletter-audience-from-scratch-and-converted-9-percent-of-readers-to-paid-members\/","title":{"rendered":"How RANGE built a newsletter audience from scratch \u2014 and converted 9 percent of readers to paid members"},"content":{"rendered":"\n

Last summer, Luke Baumgarten was one of 24 aspiring news entrepreneurs selected to participate in the inaugural Startups Boot Camp<\/a>, a partnership between LION and the Google News Initiative.<\/p><\/blockquote>\n\n\n\n

Today, he\u2019s the publisher of RANGE<\/a>, a solutions-focused local news organization with nearly 1,000 newsletter readers and 100 paying members.<\/p>\n\n\n\n

In the latest episode of News Guest<\/a>, our host and Outlier Media executive director\u00a0Candice Fortman<\/a>\u00a0talks with Luke about his first six months as an independent news founder, plus the creative growth tactics he used to build his audience from scratch.<\/p>\n\n\n\n

You can listen to this episode and subscribe to News Guest on Spotify<\/a>, Apple Podcasts<\/a>, or wherever you do your streaming.<\/p>\n\n\n\n

Here are a few highlights from the conversation:<\/p>\n\n\n\n

RANGE kickstarted its reader acquisition strategy with a mass email.<\/strong><\/h3>\n\n\n\n

Personal outreach to friends, family, and acquaintances can be an effective way to drive newsletter sign-ups \u2014 but it\u2019s time-consuming to do at scale.<\/p>\n\n\n\n

To walk that tightrope, Luke exported more than 4,000 contacts from his Gmail account<\/a> and then sent them all a single GMass<\/a> marketing email, in which he explained his motivations for launching RANGE and encouraged people to sign up.<\/p>\n\n\n\n

\u201cThat heart-on-sleeve stuff doesn\u2019t come easy to me,\u201d he said, \u201cbut I think that\u2019s the single most effective thing I\u2019ve done to get where I\u2019ve gotten.\u201d<\/p>\n\n\n\n

Luke was able to export 4,000+ contacts from Gmail in part because he\u2019d spent years doing community work as a journalist and organizer \u2014 but also because he\u2019d been diligent about building his contact list over the years.<\/p>\n\n\n\n

Gmail users can set up their accounts to build a contact list automatically<\/a>, so if you think you\u2019ll ever want to send a mass marketing campaign to your entire network, it\u2019s worth double checking your settings now to make sure you don\u2019t miss an opportunity later.<\/p>\n\n\n\n

Need help with audience growth? Send us your burning questions<\/a> about paid user acquisition for an \u201cAsk Me Anything\u201d chat with digital publishing consultant Phillip Smith on Thursday, June 17.<\/p><\/blockquote><\/figure>\n\n\n\n

A membership pitch about \u2018keeping news free for everyone\u2019 is paying off so far<\/strong><\/h3>\n\n\n\n

A successful newsletter business will often convert 5 to 10 percent of its free newsletter readers into paying members or subscribers, according to benchmarks shared by Mailchimp<\/a> and Substack<\/a>.<\/p>\n\n\n\n

RANGE\u2019s conversion rate of 9 percent is right in line with those numbers \u2014 but its strategy for getting there is somewhat unconventional.<\/p>\n\n\n\n

Instead of putting subscriber-only content behind a paywall or rolling out special member perks, Luke has settled on a NPR-style pitch that focuses on supporting RANGE as a public service and keeping it free to everyone.<\/p>\n\n\n\n

So far that strategy is working, and it\u2019s also perfectly aligned with how Luke thinks about RANGE\u2019s mission and its ability to inspire change.<\/p>\n\n\n\n

\u201cIf this is going to be a grassroots effort to change our city from the ground up, doing that from behind paywalls is not going to work,\u201d Luke said. \u201cSo with my [membership] asks, I try to say: \u2018If I can help it, I\u2019m not going to paywall anything, and this is the reason why. And if that resonates with you and can afford it, please support us.\u2019\u201d<\/p>\n\n\n\n

Luke said he still has plenty of work to do to maintain or grow RANGE\u2019s 9 percent conversion rate (because it often gets harder to convert readers to paying members once you\u2019ve tapped out your initial network of friends, family, and other early adopters).<\/p>\n\n\n\n

But Luke\u2019s success so far is a good reminder that there are many different ways to build a successful membership program, as long as you understand your value proposition<\/a> and how to tell a compelling story about it.<\/p>\n\n\n\n

The biggest barrier to RANGE\u2019s audience growth is bandwidth, not ideas.<\/strong><\/p><\/blockquote>\n\n\n\n

Luke has no shortage of ideas for how to accelerate RANGE\u2019s user growth, and he\u2019s already experimented with some of them, including paid marketing on Facebook and organic engagement on Reddit.<\/p>\n\n\n\n

The challenge, he says, is finding enough time to fully execute those strategies and start generating consistent results.<\/p>\n\n\n\n

\u201cNone of the things that didn\u2019t work have necessarily failed because I put all the effort I possibly could into them and it was just a failed strategy,\u201d Luke said. \u201cEverything is sort of [to be determined] in terms of what\u2019s workable.\u201d<\/p>\n\n\n\n

Luke also noted how much he learned about launching a news startup, and specifically, user acquisition, from Startups Boot Camp Director Phillip Smith.<\/p>\n\n\n\n

If you\u2019re interested in getting expert help to design and launch your own local news business, applications for the 2021 GNI Startups Boot Camp<\/a> will open later this month. Be sure to subscribe to LION\u2019s newsletter <\/a>for updates and stay tuned for more details about this year\u2019s program.<\/p>\n\n\n\n

\n\n\n\n

News Guest<\/em><\/a> is a monthly podcast featuring practical advice from LION members and other entrepreneurs who are changing the news business. You can subscribe on <\/em>Spotify<\/em><\/a>, <\/em>Apple Podcasts<\/em><\/a>, or wherever you do your streaming<\/em><\/p>\n","protected":false},"excerpt":{"rendered":"

In our latest episode of News Guest, Luke Baumgarten talks about the lessons he\u2019s learned<\/p>\n","protected":false},"author":673,"featured_media":215288,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_monsterinsights_skip_tracking":false,"_monsterinsights_sitenote_active":false,"_monsterinsights_sitenote_note":"","_monsterinsights_sitenote_category":0,"footnotes":""},"categories":[142,2,135],"tags":[132,133,140,170],"coauthors":[176],"featured_image_urls":{"full":["https:\/\/www.lionpublishers.com\/wp-content\/uploads\/2021\/06\/news-guest-luke-baumgarten-image.png",1200,630,false],"thumbnail":["https:\/\/www.lionpublishers.com\/wp-content\/uploads\/2021\/06\/news-guest-luke-baumgarten-image-150x150.png",150,150,true],"medium":["https:\/\/www.lionpublishers.com\/wp-content\/uploads\/2021\/06\/news-guest-luke-baumgarten-image-300x158.png",300,158,true],"medium_large":["https:\/\/www.lionpublishers.com\/wp-content\/uploads\/2021\/06\/news-guest-luke-baumgarten-image-768x403.png",768,403,true],"large":["https:\/\/www.lionpublishers.com\/wp-content\/uploads\/2021\/06\/news-guest-luke-baumgarten-image-1024x538.png",1024,538,true],"1536x1536":["https:\/\/www.lionpublishers.com\/wp-content\/uploads\/2021\/06\/news-guest-luke-baumgarten-image.png",1200,630,false],"2048x2048":["https:\/\/www.lionpublishers.com\/wp-content\/uploads\/2021\/06\/news-guest-luke-baumgarten-image.png",1200,630,false]},"post_excerpt_stackable":"

In our latest episode of News Guest, Luke Baumgarten talks about the lessons he\u2019s learned<\/p>\n","category_list":"Member Spotlight<\/a>, News<\/a>, Resources<\/a>","author_info":{"name":"Ben DeJarnette","url":"https:\/\/www.lionpublishers.com\/author\/bdejarnette\/"},"comments_num":"0 comments","yoast_head":"\nHow RANGE built a newsletter audience from scratch \u2014 and converted 9 percent of readers to paid members - LION Publishers<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.lionpublishers.com\/how-range-built-a-newsletter-audience-from-scratch-and-converted-9-percent-of-readers-to-paid-members\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"How RANGE built a newsletter audience from scratch \u2014 and converted 9 percent of readers to paid members - 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