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.
I’ve helped clients get over 5M email subscribers.
I’ve managed nearly 30 newsletter ad accounts.
I’ve worked with multi-8 figure paid budgets.So here's what makes a newsletter grow best:
When someone says this about your newsletter: “I can’t live without this.”
Great ads
— #Manny Reyes (#@mannyyreyyes)
6:30 PM • Jun 12, 2025
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.
The newsletter space loves to debate when to go into paid ads:
“Growth should be 50:50 organic/paid.”
“Not until you get X subscribers.”
“If it’s profitable, go all in.”But I think the bigger argument / talking point is, “How do we make sure the content is actually top tier?”
— #Manny Reyes (#@mannyyreyyes)
6:30 PM • Jun 19, 2025
Check out the full episode:
Cheers,
Ish
🫡