This Small Opt-In Shift Helped Us Grow a List Without Losing It
By Emily Dingeldein
Growing a text message list can feel like hosting a dinner party where you’re not quite sure who’s coming. You send out the invite hoping people will say yes. But the real challenge is making sure they stay at the table once they arrive.
We recently worked with a client who had just over 10,000 subscribers on their housefile text list. There was clear potential to grow it quickly with existing relationships already on file. So we cast the net wide and divided their major segments into three groups: non-donors, donors, and recurring donors.
But here’s the catch. We didn’t know a lot about the people we were inviting in. With our partners at Powered By Text, we really gave this channel a rocket boost by inviting more people to the table!
What We Tested
Rather than keeping our invitation general using language like “receive news and updates,” we made the ask much more specific by offering a digital resource content offer, a 30-day prayer guide and devotional. We invited people to pray with us and positioned the opt-in as a way to receive this content.
What We Found
By using a specific, mission-aligned resource as the hook:
- 1,954 people signed up for the resource
- $5,994.13 in housefile text donations
- 191 gifts with a $31 average gift
- 3.8% unsubscribe rate
For context, Powered By Text shared that lists like this typically see anywhere from 2% to 15% unsubscribes when casting a wide net. So coming in at 3.8%, while also being more specific in the messaging, was a strong indicator that this audience found value in the offer.
And the donations? They weren’t even the goal. The point was to grow the list and avoid people opting out.
Why It Matters
Sometimes playing it safe with vague language feels like the best way to keep people from saying no. But this test shows that being clear and mission-aligned can actually give people a stronger reason to stay.
Growing a text list is not just about adding numbers. It’s about building a list of people who see themselves in your mission. And that starts with giving them something that feels like it’s for them.
Before your next opt-in push, ask yourself: Are we offering something specific enough for people to care about staying?
Because at the end of the day, it’s not just about who says yes, it’s about who pulls up a chair and stays for the conversation.
– Emily
Emily Dingeldein
Client Services
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