Co-Registration, Directory Swaps, and the Trilogy: Grow Three Lists at Once

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Co-Registration, Directory Swaps, and the Trilogy: Grow Three Lists at Once

Offer a second opt-in at signup, partner with nearby publishers, and let one story fuel three newsletters.

What this is (coming soon)

Letterman is adding a co-registration box on the signup confirmation step. After someone joins your list, they’ll see a simple, optional offer to also join a related publication. One click. No fuss. This pairs perfectly with the “trilogy” model (community, food, pets).

Why this matters

We work hard for every new subscriber. Co-reg lets one signup become two—without extra ad spend. When we partner (or “swap”) with another publisher in the directory, both lists grow. It also keeps our readers inside our ecosystem: more reach for sponsors, more clicks for stories, and faster traction for local authority.

How the flow feels for the reader

1) A person opts in to your main newsletter.

2) The confirmation screen shows one clean co-reg box.

3) The reader can accept or skip. No pressure.

4) If they accept, they’re added to that partner list (or your own sister publication).

5) Tags and source tracking record the action for both of you.

The public directory (returning)

Letterman is bringing back a directory of newsletters on the platform. That’s where co-reg partners discover each other. You can request a swap; the other owner accepts or declines. Some pairs will run direct swaps. Others might do paid placements. The directory keeps it simple and fair.

Where this shines: the trilogy

Run three related publications under one account—Community/Local, Food, and Pets/Causes. Now your main signup can also invite the reader to join Food or Pets. The lists lift each other. One article can be shared across the trio and tagged by interest.

Set it up in an afternoon (when released)

• Pick one sister list that truly fits your main audience. Start with one box, not three.

• Write a single sentence of value, not hype: “Love local eats? Get two bite-size picks each week.”

• Choose the tag for co-reg accepts (ex: CoReg: Food).

• Turn on source tracking so you can see co-reg growth in your dashboard.

• If you swap with another owner, agree on dates, caps, and simple copy. Keep screenshots of results.

Quality rules that protect your list

• Fit first. Only show one highly relevant publication.

• Clear choice. Make “Join” and “Skip” obvious.

• Gentle copy. No fear, no fake urgency.

• Frequency promise. Tell them what they’ll get (ex: “2 emails/week”).

• Fast exit. If someone isn’t a fit, they can unsubscribe from that list without leaving yours.

Sample copy you can paste

Headline: “Want the best local eats each week?”
Body: “Short picks. No fluff. Join our sister list below.”
Button: “Add me to Food”
Skip link: “No thanks”

Partner outreach script (directory swap)

“Hey [Name]—I run [Your Newsletter]. We’re seeing strong engagement in [topic]. Your [Their Newsletter] looks like a great fit. Want to test a small co-reg swap next week? We’ll cap at 150 signups each and share a one-page result. If it works, we’ll repeat next month.”

What to measure

• Co-reg signups per day (and per partner).

• Open rate and click rate of co-reg signups vs regular signups.

• Unsub rate of co-reg signups (should be close to normal when fit is right).

• Sponsor clicks that come from co-reg segments.

Common mistakes

• Offering too many lists at once. One choice wins.

• Using broad, vague copy. Speak to one clear interest.

• Forgetting to tag. If you can’t track it, you can’t improve it.

Real-world example

A resident joins your community list on Monday. On the confirmation page they see: “Love local eats? Get two bite-size picks each week.” They accept. Now they’re on Community and Food. On Friday your sponsor is a new bistro. The Food list sends the feature; the Community list gets a short mention. More clicks. Better results. Same reader.

Bottom line

Co-reg turns a single moment into shared growth. Start with one fitting offer. Keep it optional, clean, and tracked. Pair it with the trilogy and watch every story pull more weight.