What is surprising to a lot of people is that the kind of quality user you get from different channels, even though they're signing up on the same landing page and their getting sent the same news letters. So i think maybe not enough people pay attention to that. And sometimes it makes more sense to invest more so in the slightly more expensive channel, because they're bringing in those quality users. Being able to identify that sooner will definitly pay off in the long run, right? O kand is that just about having good segmenting inside of your your email tool and keeping an eye on them? Yes, i think. But i think it's also about ut if you're starting
As a newsletter creator, how do you decide where to put your marketing dollars? And which growth channels will yield best results?
Jenny Rothenberg, Director of Growth at Morning Brew, joined the team as a growth manager a little over two years ago. She’s had a front-row seat as the newsletter grew to 2.5 million highly engaged subscribers, and she shared the engagement-focused approach to growth with SparkLoop cofounder Louis Nicholls.
Morning Brew has grown significantly from branching out into new channels to acquire subscribers, but it isn’t just about the numbers. The key is to keep your eye on quality over quantity.
“Even though they're signing up on the same landing page and they're getting sent the same newsletters, the variance of user quality is so strong across different channels,” Jenny says.
Though Morning Brew’s subscriber count is an impressive and important metric, that’s not actually the metric the company cares about.
What could be more important than subscriber numbers to the head of growth? Engagement.
Listen in to learn about Morning Brew’s approach to newsletter growth and how you can be strategic about growth — even when your budget is limited.