Brilly: The engagement open rates within the first two weeks is a leading indicator of how effective that acquisition source, that acquisition channel was. And then that second offs you touch quickly there on the number of subscribers who go on to refer people,. and what source they came from as well, what channel they came from. He had actually surprise inly, does. It can vary as much as two to three times, depending on where the source came from. But for example, recently, subscribers who come from like, influencer campaigns have tended to refer another user more so than than other kind of similar paid acquisition channels before.
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.