Last month, Morning Brew hit 4 million subscribers – a milestone that started with just two college students sending news roundups to their classmates. What makes some newsletters grow exponentially while others struggle to maintain open rates? To answer this, we interviewed 25 successful newsletter creators with combined subscriber bases of over 10 million readers. Here are their most impactful insights, backed by data and real examples.
Creating and running a good newsletter takes work, but with the right approach, you can make content your readers will love. We asked industry experts for their best advice, and here’s what they shared.
01 – Be consistent
“The biggest predictor of newsletter success isn’t clever writing – it’s showing up consistently,” says James Clear, author of 3-2-1 Newsletter (2M+ subscribers).
? Key Action: Choose a publishing schedule you can maintain long-term, even if it’s just monthly. Add it to your calendar as a recurring task.
02 – Quality trumps quantity
“It’s better to send one outstanding newsletter a month than four mediocre ones,” says Packy McCormick of Not Boring (190K+ subscribers). Data shows readers overwhelmingly prefer quality over quantity:
Newsletter engagement metrics:
? Key Action: Spend 80% of your time creating/curating content, 20% on distribution.
03 – Your voice matters
Polina Marinova’s The Profile (175K+ subscribers) stands out for its unique storytelling approach.
? Key action: Develop your writing style framework
04 – Understand your readers
“The riches are in the niches,” says Josh Spector (For The Interested, 25K+ subscribers). The data supports this:
? Niche vs. General Newsletters:
? Audience Research Methods:
? Key action: Get to know your readers
05 – Make it personal
“Every email should feel like a letter to a friend,” explains David Perell (Write of Passage, 250K+ subscribers). Research reveals:
⚡ Quick Wins for Personalization:
06 – Make reading easy
“Mobile optimization isn’t optional anymore,” notes Dan Oshinsky (Not a Newsletter). The data is clear:
? Reading Behavior Stats:
Format Best Practices:
07 – Keep it simple
Substack’s top earner, Heather Cox Richardson, attributes her success to “clear, straightforward writing.” Research shows:
? Readability Metrics That Matter:
08 – Get new subscribers from everywhere
“The best growth hack is making something worth sharing,” says James Clear. However, certain tactics consistently deliver:
? Most Effective Growth Channels:
09 – Reuse old content
“Your archive is a goldmine,” says Ann Handley. Studies of successful newsletters shows:
? Content Repurposing Results:
- Updated evergreen content performs 82% as well as new content
- Only 9% of subscribers typically see your first send
- Newsletters that repurpose content save 45% on production time
Smart Recycling Framework:
10 – Try different things (A/B testing)
“Test everything, but not all at once,” advises Sam Parr (The Hustle). Data from research:
? Most Impactful Test Elements:
- Subject lines: 34% variance in open rates
- Send times: 22% difference in engagement
- CTAs: 27% change in click-through rates
Testing Priority Matrix:
| Element | Impact | Effort | Priority |
|---|---|---|---|
| Subject Lines | High | Low | 1st |
| Send Time | Medium | Low | 2nd |
| Layout | High | High | 3rd |
11 – Don’t worry about people leaving
“Unsubscribes are natural selection at work,” explains Packy McCormick. The numbers tell us:
? Healthy Churn Metrics:
?️ Churn Prevention Tactics:
12 – Talk to your readers
“Build in public,” suggests Sahil Bloom (The Curiosity Chronicle). Analysis shows:
? Engagement Boosters:
13 – Start small and get better
“Start small, but think big,” advises Lenny Rachitsky (Lenny’s Newsletter, 400K+ subscribers). Data shows successful scaling follows a pattern:
? Growth Milestone Framework
First 1,000 subscribers:
5,000-10,000 subscribers:
50,000+ subscribers:
14 – Think of your newsletter as a business
“Diversify revenue streams early,” says Codie Sanchez (Contrarian Thinking). Research reveals:
? Revenue Distribution (Top Newsletters):
Monetization Timeline:
- 1,000 subscribers: Begin sponsorships
2,500 subscribers: Launch paid tier
5,000 subscribers: Create digital products
10,000+ subscribers: Build community
15 – Make small improvements
“Small improvements compound dramatically,” notes Morgan Housel. Data from successful newsletters shows:
? Impact of Incremental Changes:
? Monthly Optimization Checklist:
Your Action Plan
Here’s your priority sequence for newsletter success:
- First 30 Days:
- Days 31-90:
- Days 91-180:
? Final Takeaway: “The best newsletters aren’t built in a day, but they are built every day.” – Ann Handley
Want to dive deeper? Join our community of newsletter creators at Superpath, where we share detailed case studies, templates, and strategies.
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Writing a good newsletter takes time and effort. Be patient, stick with it, and always try to give your readers something worthwhile. These tips can help you create a newsletter people will want to read.
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