"There's a reason Substack and Beehiiv are so hot right now: Email is a powerful tool. Billions of people check their inboxes every day, giving the medium more reach than any social media platform on the planet. But, like many corners of the internet, email has become increasingly saturated over the past few years, making it harder than ever for brands to drive impact through newsletters."
"Viv founder Katie Diasti says that when she launched her brand in 2019, one of her first goals was to increase its number of newsletter subscribers. To do so, Diasti attended in-person events in her local Boston area. "I would go to any event that had the word 'women,' 'startup,' 'brand,' or 'health' in the title, and be like, there's probably someone there that has a period and would be willing to talk to me about it," she says. At the end of every conversation, Diasti would ask the person to stay in touch by signing up for Viv's newsletter."
Email reaches billions daily and offers broader reach than any social media platform, yet inbox saturation has made driving newsletter impact more difficult. Typical open rates hover around 30 to 40 percent per MailChimp data, while Winx Health, Viv, and Bird&Be report much higher averages of 75 percent, over 70 percent, and 69 percent respectively. Building an engaged list through in-person events can boost subscriber counts and foster collaboration opportunities, such as newsletter swaps between small brands. Consistent, targeted outreach at relevant events led Viv to grow its list to about 20,000 subscribers.
Read at Inc
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