List growth isn’t getting any easier. Publishers, who are already grappling with declining advertising and affiliate revenue thanks to trends like Google Zero (Zero-Click Search), now face the added challenge of driving traffic to their subscription forms. 

When owned channels like email are critical to a publisher’s survival, optimizing your subscription strategy becomes non-negotiable. That means crafting compelling calls-to-action (CTAs) and creating engaging, frictionless paths to sign-up that convert casual visitors into loyal subscribers. Of course, your ESP should provide you with many of the tools and resources to help you achieve those goals – but there is always more that you can do. This is where Second Street comes into play.  

What is Second Street? 

Adestra and Second Street work hand-in-hand to help publishers and marketers grow and engage their audiences. While each platform serves a distinct purpose, together they create a powerful, complementary solution. 

Here’s how I’d describe it: 

• Second Street specializes in interactive promotions, such as contests, quizzes, polls, and sweepstakes, that attract and capture new subscribers through fun, incentive-driven experiences. 
• Adestra is an advanced email marketing platform that takes those new contacts and nurtures them with personalized, automated campaigns, segmentation, and analytics. 

Together, they create a full-funnel solution: 

1. Second Street drives acquisition by providing engaging entry points for audiences to opt in. 
2. Adestra drives retention and monetization by turning those sign-ups into loyal, engaged subscribers through targeted email strategies. 

In short: Second Street brings people in; Adestra keeps them engaged and converts them into long-term value. 

Five Second Street Strategies for Email List Growth 

Here are five list growth strategies to get you started with Second Street:

1. Run Engaging Sweepstakes and Giveaways

Sweepstakes are a classic tactic for attracting new subscribers because they offer a clear incentive. For example: 

• Campaign Idea: “Win a £500 Shopping Spree!” 
• Execution: Use Second Street to design a contest entry form that includes: 
  • A mandatory email field to capture contact details.
  • An opt-in checkbox for your newsletter or special offers. 

Why It Works: People love prizes, and a well-promoted sweepstakes can generate thousands of entries.
Pro Tip: Integrate with Adestra so entrants who opt-in are automatically added to your list. Segment them as “Contest Participants” and send a tailored welcome series to keep engagement high. 

2. Launch Interactive Quizzes

Quizzes are fun, shareable, and highly effective for list growth because they tap into curiosity. Examples include: 

• “What’s Your Holiday Shopping Personality?” 
• “Which Local Restaurant Matches Your Taste?” 

How to Use It: At the end of the quiz, prompt users to enter their email to see results or unlock exclusive offers.
Next Step: Push these contacts into Adestra and personalize follow-up emails based on quiz outcomes. For instance, if someone’s “Holiday Personality” is “Last-Minute Shopper,” send them time-sensitive deals. 

3. Create Photo Contests

Photo contests build community engagement while growing your list organically. Ideas include: 

• “Best Holiday Decorations” 
• “Cutest Pet Costume” 

Why It Works: Participants provide their email to enter and vote, creating a sense of involvement and loyalty.
Pro Tip: Use Adestra to send updates about voting rounds or showcase featured entries, keeping participants engaged throughout the contest. 

4. Offer Downloadable Guides or Coupons

Gated content is a proven way to exchange value for an email address. Examples: 

• Holiday gift guides. 
• Exclusive discount coupons. 

Execution: Use Second Street to host the download form and capture emails.
Follow-Up: Segment these leads in Adestra and send related content—like curated product recommendations or limited-time offers—to drive conversions. 

5. Host Local Polls and Surveys

Polls like “Vote for Your Favourite Local Business” encourage participation and can include an email capture option for results or prize draws. 

Why It Works: People love sharing opinions, and polls create a sense of community.
Pro Tip: After collecting emails, use Adestra to send poll results and invite subscribers to future surveys or local events. 

Advanced Second Street Features That Drive Revenue 

While Second Street is widely known for its ability to grow email lists through interactive promotions, its advanced features go far beyond acquisition. These tools help publishers and marketers turn engagement into measurable revenue streams. Here’s how: 

1. Sponsored Promotions

Second Street allows you to monetize contests, quizzes, and polls by partnering with local businesses or national brands. Sponsors can: 

• Gain visibility through branded entry forms and promotional banners.
• Offer prizes that align with their products or services. This creates a win-win: your audience gets exciting incentives, and your business earns sponsorship revenue.

2. Lead Generation for Advertisers

Beyond email capture, Second Street can collect additional data points – such as phone numbers, preferences, and opt-ins for third-party offers. These leads can be packaged and sold to advertisers, creating a new revenue stream while delivering value to partners. 

3. Coupon and Deal Distribution

Second Street’s coupon functionality lets you offer exclusive discounts from advertisers. These promotions: 

• Drive immediate consumer action.
• Provide measurable ROI for sponsors. You can even track redemption rates to demonstrate campaign success. 

4. Paid Voting and Premium Entries

For high-profile contests, Second Street supports paid voting or premium entry options. This feature is ideal for: 

• Local “Best Of” competitions.
• Talent or photo contests with strong community interest. Participants pay for extra votes or entries, generating direct revenue for your organization.

5. Data-Driven Upsell Opportunities

Every interaction on Second Street provides valuable audience insights. Use this data to: 

• Create targeted advertising packages. 
• Offer segmented email sponsorships through Adestra. This transforms engagement into actionable intelligence for future campaigns. 

The Money Really Is in Your List 

Every subscriber represents an opportunity to build trust, deliver value, and drive conversions. By combining Second Street’s interactive promotions with Adestra’s advanced email capabilities, you’re not only growing your audience – but you’re also creating a pipeline for long-term engagement and monetization tomorrow. 

Ready to take your list growth and revenue strategy to the next level? 

Contact us or request a demo to see how Adestra and Second Street work together to help you acquire, engage, and monetize your audience. 

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