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Growth In Reverse: Newsletter & Email Growth

Your Newsletter Is Too Easy to Join — Here’s Why That’s a Problem

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Key takeaways

  • A larger subscriber list doesn't always equate to better engagement; quality matters more than quantity.
  • Introducing friction in the subscription process can help ensure that subscribers are genuinely interested.
  • Engagement strategies, such as personalizing communications and segmenting lists, significantly impact subscriber quality.
  • Consider the long-term goal of building a valuable relationship with subscribers over simply increasing numbers.
  • Evaluating collaborations and recommendations for aligning with your target audience can improve overall newsletter performance.

Summary

The Problem with Low Friction Subscription

In this episode, the hosts discuss the significant issue of the low friction associated with newsletter subscriptions. They emphasize that an over-simplification of the subscription process can lead to high subscriber counts filled with individuals who may not genuinely be interested in the content. This focus on increasing the number of subscribers overlooks the critical need for quality, leading to frustrated creators when they see low engagement rates despite having a large list.

Value of Friction in Newsletter Processes

The hosts argue that introducing friction into the newsletter process can actually enhance the quality of subscribers. By making potential subscribers show greater intent, either through more detailed sign-up forms or engagement through follow-ups, newsletters can thrive on high-quality interactions rather than sheer numbers. They discuss the importance of maintaining engaged subscribers, improving metrics such as open rates, and ensuring that monetization strategies with sponsors are effective.

Strategies to Improve Subscriber Quality

Various strategies are put forth to implement friction without compromising user experience. Examples include using a two-step opt-in process that allows for follow-up reminders, asking for first names, and thoughtful use of landing pages to focus attention on the newsletter content. The importance of making it easy and clear for users to unsubscribe was highlighted to ensure that only the genuinely interested remain subscribed.

Collaboration and Recommendations

The hosts delve into the implications of collaborations and recommendations in newsletter growth. They caution against trying to grow through collaborations that do not align with the target audience, as it can lead to an influx of uninterested subscribers. They encourage approaching partnerships with a quality-over-quantity mentality so that the value of subscriber engagement is maximized.

Sponsors

  • Kit · Let us use these Kit Studios for free as part of the crafting commerce conference.
  • beehiiv Creator Network · A tool mentioned for creator collaborations.
  • Workweek · Mentioned as a leading example in the B2B newsletter space.
  • Chris Hutchins · Mentioned for his newsletter 'All The Hacks'.

Show notes

“I love unsubscribes. Don’t be here if you don’t want to be here.”

It is insanely easy to subscribe to a newsletter—and even MULTIPLE newsletters all at once.

But is that a good thing? Should newsletter creators be more choosy when determining who signs up? We're diving into one of the most overlooked and under-discussed aspects of newsletter growth: friction.

Specifically, how adding friction—rather than eliminating it—can actually improve subscriber quality, open rates, and monetization.

This one’s a must-listen if you’re growing via referrals, recommendations, or paid ads—or if you’re cleaning your list and still not seeing better open rates.


→ Take your newsletter to the next level with GIR Pro >>

KEY TAKEAWAYS

  • Why the "low friction" mindset can lead to worse subscribers
  • What happened when Chenell got aggressive about cleaning her list
  • Backend vs. frontend friction: which is better and when
  • Building a false double opt-in to retain more good subscribers
  • Why double opt-in purgatory can kill 20–40% of your growth
  • How paid ads can inflate list size but tank your quality
  • Form fields, first names, and checkbox tactics that work
  • The danger of creating “unsubscribe friction” (and why you shouldn’t use it)
  • What Dylan includes in every single broadcast to improve list health
  • Creative ideas like gated quizzes, segmenting checkboxes, and engagement-driven welcomes

LINKS MENTIONED

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Thanks to Tim Forkin for editing these episodes.

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