I don't understand creators/brands starting newsletters because 'they make money.'
I mean, it's a good goal, but think of it this way: Newsletters are one among the many content creation channels. Just like social media, blogging, etc.
If there is anything special about newsletters, it's the ownership and the screen time you get with your audience. It's easier to scroll you away on social media.
This screen time increases your authority over your readers - leading to an increased possibility of paying you.
Newsletters are rightly popular and everyone has or wants to have one. Almost like asking someone, "Are you on Twitter?" People ask, "Do you have a newsletter?"
But newsletters are not ToFu like reels, tweets, or shorts. Of course you can place newsletters at any point in the funnel, but to make money - your newsletters must at least be MoFu if not BoFu.
Paid tier, community, digital products, service businesses, etc., could be your upgrades. But you make money via nurturing—when your audience sees the value enough to trust you with their money.
It's tempting to start a newsletter when you see brands make money publishing once a week while you're churning out on socials every day. But the truth is:
- For every newsletter that's making money - there's a solid growth, monetization, and content strategy in place. No one's getting it easy.
- Like all content channels, there is Pareto. All newsletters won't make good money. Only the top ones do.