We did it through:
- Incredible content
- Intense Focus
- A few marketing insights
- A little help from Jeff Bezos
Here is how we did it (thread)
@Neal_Freyman is our content anchor, leading an incredibly talented team.
None of this growth would have happened if we didn't have the best content.
Create an email that was meant to be read *in email*
In 2015, almost every publisher @BUSlNESSBARISTA and I studied used email to drive traffic to their site.
We thought this is somewhere we could create a differentiated product - and we did
But as first time founders, @BUSlNESSBARISTA and I knew becoming the best in the world at 1 thing (email) was a winning strategy.
This was so important.
Many of our competitors focused on subscribers, while we remained hyper-focused on opens.
Subscriber numbers get headlines, but opens make you money.
For the first 3.5 years, we would stop what we were doing at 11AM and check where our daily open rate was. We'd then write it on our "great wall of opens".
This was a great daily reminder of what actually matters.
It is by far our largest source of growth. We broke it down into 2 parts.
- Make it as easy as possible to share the newsletter
- Give rewards that the top 10% of Morning Brew fans would love.
We knew even if they didn't hit our CAC target, we had the referral program to bring in additional subscribers.
We realized that there were many under-monetized newsletters and we began to buy ads in those newsletters.
To this day, those subscribers were the best quality subscribers we've acquired.
That turned out to be true.
For weeks, we saw $.25 CACs, and we poured every penny we had into this ad. That was a huge boom for us, and we grew 25% in a few months.
The day we hit 1 million open, the subject line was: "Jeff leaves amazing".... which ¯\_(ツ)_/¯
It's not a lie but I do think all 1 million people who opened thought we were referring to... the other Jeff.