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Passport Playbook for Newsletters

Push notifications let you cut through inbox overload and connect directly with your readers, driving subscriptions, clicks, and retention.

Updated over 10 months ago

Step 1: Build Your Strategy

Your Pass is a direct line to your readers. Make it valuable and focused on what they care about.

Why Readers Will Add It:

  • Early access to premium or exclusive content.

  • Notification of high-value issues (breaking news, special features).

  • Subscriber-only perks, such as live Q&A sessions or resource downloads.

  • Direct links to archived newsletters or trending articles.

Cadence

  • 1–2 notifications per week during active periods (new issues, big announcements).

What to Include:

  • First dibs on premium content or subscriber-only perks.

  • Sneak peeks of upcoming issues or exclusive polls.

  • Day-of reminders for special editions or live webinars.

Step 2: Design Your Pass

Use this guide to create a Pass that feels like an extension of your newsletter’s branding.

Front of Pass:

  • Pass Name: Your newsletter name (e.g., “The Growth Weekly”).

  • Logo & Notification Icon: Use your newsletter logo or recognizable brand imagery.

  • Cover Image: Incorporate your newsletter banner or promotional image.

  • Background Color: Match your branding with contrasting text (black or white) for readability.

Back of Pass

  • Featured: Highlight up to three key things, like your latest issue, exclusive subscriber content, or an upcoming event.

  • Connect: Add links to your newsletter’s social accounts, such as Twitter, LinkedIn, or YouTube for additional engagement.

  • Deals From Our Partners: Collaborate with brands for reader-exclusive offers (e.g., discounted tools, free trials, or giveaways).

Once your pass is live, test it on your phone to ensure it aligns with your brand.

Step 3: Get Readers to Add the Pass

Promote your pass across channels to convert readers into loyal Pass holders:

Newsletter Headers/Footers: Add a CTA with a QR code. “Never miss a special issue—get the Pass.”

Social Media: Tease with QR codes or links. “Want exclusive perks? Add my Pass for first access ✉️.”

Subscriber Welcome Emails: Include the Pass as part of onboarding. “Start here—add your Pass to unlock everything we offer.”

Webinars or Live Sessions: Display QR codes. “Thanks for joining! Add my Pass for follow-ups and exclusive content.”

Newsletter Archive Pages: Embed QR codes or links. “Catch up on past issues—add my Pass!”

Step 4: Keep Readers Engaged with Push Notifications

Use push notifications to deliver timely, high-value updates.

What to Send:

  • New Issues: “Fresh off the press! Check out today’s edition ✨.”

  • Premium Drops: “Subscribers only: [Resource Name] is live—download now!”

  • Exclusive Webinars or Chats: “Reminder: Q&A session starts in 30 minutes. Don’t miss it 📅.”

  • Polls & Interactive Content: “Vote on next week’s topic! Tap to choose 🗳️.”

How Often:

  • Max 1–2 times per week.

  • Focus on actionable, high-value updates that drive engagement.

Step 5: Update Your Pass Dynamically

Keep your Pass aligned with your content strategy by regularly refreshing it:

  • New Links: Update with your latest newsletter issue, new subscriber offers, or webinar registration.

  • Visual Refresh: Change your cover image to highlight a special edition or campaign theme.

  • Live Updates: Add reminders for upcoming deadlines, reader challenges, or live events.

Need Assistance?

For support in implementing these strategies with Passport, join our Slack community - we’re dedicated to helping you elevate your reach and engagement.

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