New creators often waste time debating which email service provider (ESP) is best. The tool will not make or break your newsletter's success in the early stages. The right approach is to pick any platform, start publishing, and only reconsider your choice after six months of consistent effort.
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When choosing between platforms like Beehive, ConvertKit, and Substack, prioritize the one used by others in your niche. This maximizes your chances of being included in their recommendation networks, a powerful and often overlooked channel for subscriber growth.
Email providers prioritize senders with high engagement. Sending at least five emails per month generates more opens and clicks, signaling credibility. This counterintuitively leads to higher average open rates and better inbox placement, contrary to the common fear of over-sending.
Contrary to the fear of over-sending, emailing at least five times per month improves deliverability. Email providers view consistent recipient engagement (opens, clicks) as a sign of a credible sender, leading to better inbox placement and significantly higher open rates.
Social media algorithms are fickle and AI summaries are reducing referral traffic from search. Email newsletters are thriving because they provide a direct, reliable communication channel where creators truly own their audience and distribution, hedging against unpredictable platforms.
It's okay to start a newsletter without a perfectly defined audience. Write about a range of your interests and pay close attention to which links get clicked and what topics resonate. Use this early feedback to meander your way toward a niche that both you and your audience enjoy.
A critical mistake is publishing your first newsletter immediately upon creation. The optimal tactic is to launch the newsletter, wait for the platform to send subscription notifications and for followers to subscribe, and then send the first issue. This ensures it reaches the largest possible audience, avoiding the 'zero sends' pitfall of premature publishing.
Don't build elaborate welcome sequences before you have subscribers. The priority is validating your idea and growing your list. This avoids building features for a non-existent audience. A simple three-sentence welcome email is sufficient for early stages.
Avoid the week-to-week content grind by creating a four-week buffer of scheduled posts or episodes before you go live. This runway provides consistency for your audience and protects you from burnout or unexpected life events that disrupt your creation schedule.
Before building landing pages or choosing an email platform, validate your newsletter concept by directly asking people to subscribe. If you can't get 10-20 people from your network to say yes, the idea might need refinement. This avoids building infrastructure for an unproven concept.
Running paid ads for a new newsletter is a mistake. First, prove you can convert an existing organic audience (e.g., from social media). If your core followers won't subscribe, there's a content or messaging mismatch. Paid ads will only waste money by scaling a message that doesn't resonate.