I recently had Manny Reyes on my podcast to talk about growing newsletters.

He has grown newsletters for Mark Manson, James Clear, HubSpot, Farnam Street, and Morning Brew.

Here are some takeaways from our 62 min convo:

1) Own > Rent Your Audience

Relying solely on platforms like Instagram or LinkedIn is risky. Building an email list gives you direct access and control over your audience.

2) You Don’t Need to Write Weekly

Even just having a landing page collecting emails (without publishing often) is a huge asset for creators. Start now, worry about consistency later.

3) Creative Is the Targeting

On Meta, broad targeting works best. Use the creative and copy to attract the right audience, not strict ad filters.

4) Keep Landing Pages Stupidly Simple

> High-converting pages include:

> Headline

> Subheadline

> Email input

> Submit button

> Maybe 1 mockup image

> Mobile-first (should look good on your cell)

> Nothing else. No links, no testimonials, no scroll.

5) Best Ad Format

Background video (talking head or B-roll), music, text overlay (benefit-driven), and a simple CTA. Make it feel native, not like an ad.

6) Lead Magnets Work (If Niche)

Incentivize signups with free guides—but ensure they filter for quality. A “wide appeal” guide gets cheap leads, but high churn.

7) Meta Ads Are the Best Channel

Other platforms (LinkedIn, X, TikTok) are expensive or ineffective for email growth. Meta is the only channel Manny uses.

8) CPS (Cost Per Subscriber)

Benchmarks Mass appeal: <$1 Niche but not hyper-specific: $1–$2.50 Churn should be under 5% monthly if your content is good.

9) Focus on Outcome-Based Value w/ Your Content

Don’t say “daily tips.” Say: “Become a smarter marketer in 5 minutes.” Make the benefit of reading the newsletter instantly clear.

10) Validate with Open Rates

If you're getting 50%+ open rates with organic growth, you likely have content-market fit and are ready for paid growth.

11) Sponsorships

Standard model. B2B can charge $100–$200+ CPMs. B2C closer to $15–$30 CPM.

12) Sparkloop / Boosts

Referral monetization: You earn when subscribers join partner newsletters. It can subsidize ad spend, but introduces inbox competition.

13) Product / Course Sales

Soft-sell approach works best. Add a small plug at the bottom of your newsletter (“P.S. I also offer X”).

14) Lead Gen Partnerships

Complex but powerful: collect survey answers and recommend SaaS tools (e.g. Figma, Notion) for a kickback per download ($30–$100+).

15) Memberships, Job Boards, Events

Additional ways to monetize depending on your niche: exclusive groups, paid job listings, or high-ticket event tickets.

Some of Manny's thoughts on career & life philosophy:

16) Wealth = Freedom Over Time Manny left a high-paying job because he wasn’t fulfilled. Real wealth = being able to walk his dog, spend time with family, and work on meaningful projects.

17) Take the Bet on Yourself

Especially if you’re in your 20s or 30s with minimal downside, building your own business—even small and profitable—can change your life.

Check out the full episode:

Cheers,

Ish

🫡

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