Thread by @damn_ethan

Okay, this is gonna be controversial...

But as-promised -- recommendations on the best tools for your newsletter stack.

These are based on my opinion as a developer and newsletter operator + research into what's being used at The Hustle, Morning Brew, NYT, and others... 🧵

As a quick reminder, there are 5 key parts to your newsletter's technical stack:

🖥️ Website
📜 Registration Software
💸 Payment Processor
✉️ Email Service Provider (ESP)
📈 Analytics

Companies use a mix of pre-built and custom tools. More on this here:

https://twitter.com/damn_ethan/status/1388696113331548161

If you're just starting out, pick a simple all-in-one tool, like Substack or MailChimp.

Whatever's easiest and cheapest.

Focus on writing a kick-ass newsletter. That's the most important thing.

Save these recommendations for after you've gotten established and monetized.

Here's how we'll do this...

Each tweet will have a little inside scoop on how to think about each tool.

❤️ 🔧 Then, a recommended option.

Hopefully that combo helps you make your own decision.

Ultimately, there are lots of ways to skin this cat. But here are concrete recs...

🖥️ Website has 2 key functions:

1️⃣ Help people find & sign up for your newsletter.
2️⃣ Store past content (which helps convince people to sign up).

❤️ 🔧 @WordPress:
Best balance of power + simplicity.
Lots of plugins to extend functionality.
Super popular --> easy to hire help

📜 Registration Software is most important for paid newsletters.

It's your paywall. People are always trying to circumvent popular ones.

If you're huge --> build your own. Otherwise...

❤️ 🔧 @pico:
Easy website integration.
Flexible business models.
Keeps readers logged in.

📜 Considerations for any paywall tool...

1️⃣ Your CX team will be a major user, so get their opinion.
2️⃣ Get really clear on pricing (often a combo of monthly fee + % of revenue).
3️⃣ Can it do group subscriptions?
4️⃣ Has it been compromised?

🔥 Hot take: Don't use WooCommerce.

💸 Payment Processor handles CC info so you don't have to store it.

The 2 big dogs are @stripe and @braintree. Similar pricing.

To decide, ask:
1️⃣ Do you want to accept PayPal? If so, Braintree (they own PayPal)
2️⃣ Will Braintree work with the rest of your stack? Some won't

✉️ Email Service Provider (ESP) will change a few times as you grow:

<100k subs ➡️ pick anything. MailChimp is most popular.

>100k subs ➡️ focus on deliverability and your sender score. Get one that will help you understand & set up:
1️⃣ Dedicated IP Address
2️⃣ SPF, DMARC, DKIM

📈 Analytics help you track performance on the newsletter, website, ads, etc...

❤️ 🔧 Google Analytics is nearly universal.

Can add on with things like @SumoMe or @hotjar for specific insights.

Key is not getting MORE data, but focusing on the RIGHT data (see image)

So those are some recs and things to think about.

But, as you can see below, there are lots of "right" ways to do this.

Again, the biggest thing if you're just getting started is not to let any of this trip you up.

This is for bigger lists.

If this was helpful, go ahead and follow me (@damn_ethan).

I've got 300+ pages of insights like this I'm sharing here, based on interviews across the industry.

DMs are open if you have any questions, and feel free to holler if you want me on your podcast!

TL;DR

🖥️ Website: @WordPress
📜 Registration Software: @pico
💸 Payment Processor: @Stripe or @braintree
✉️ Email Service Provider (ESP): Depends heavily on your size
📈 Analytics: @googleanalytics