In this Publisha presentation, Morning Brew GM and founder of A Media Operator, Jacob Cohen Donnelly explains: What makes a good newsletter? How to create reader habits Ways to use newsletters as a tool for revenue growth The metrics of newsletter success

1. The Newsletter Revolution

2. Who Am I?
GM of B2B at Morning Brew Founder of A Media Operator

3. Why Newsletters?
• Most direct to customer form of distribution
• According to registration platform, Piano, email has the highest
conversion rate to paid subscription (median >0.50%)
• Email supports habit forming, necessary for retention
• Bulk of churn comes in 1st month
• They become products that can be sponsored in and of themselves

4. RSS Newsletters No Longer Good Enough
• These take no effort; easy to spin
up
• With an influx of newsletters,
there’s not enough time to
consume it all
• The RSS feed newsletter should
no longer be the primary
product you offer

5. Newsletter as the Product on the Rise
• Each day, author puts together a
unique newsletter based on
biggest stories
• Includes links throughout to
original reporting on NYT
• Newsletter isn’t just treated as a
“thing to do,” but treated as a
“tool for growth.”

6. Other Examples of Good Newsletters

7. What next?
• Create welcome series when user subscribes
• Push them into a newsletter that brings most important & curated
content to them daily/weekly
• Keep list clean
• Metrics to track:
• List size
• Engagement
• Time from sign up to unsubscribe by cohort

8. Thank you!
jacob@amediaoperator.com
www.amediaoperator.com