What is it?
Launching a new newsletter that complements your existing one allows you to cross-pollinate and share audiences between the two.
For example, let's say your primary newsletter covers a broad topic like personal finance.
You could introduce a new, more niche newsletter focused on a specific sub-topic that some of your audience would be interested in, like investment strategies or budgeting hacks.
When promoting the new newsletter, you already have a warm audience of engaged subscribers to market to.
For those who do sign up for both newsletters, you're able to increase their overall customer lifetime value, because you're able to market to dual-subscribers twice as much.
The key is to choose a second newsletter topic that is complementary but distinct enough to appeal to segmented interests within your audience.
The Good and the Bad
Examples of how to crush it
Morning Brew
Morning Brew has been able to expand its brand by launching a series of new newsletters in new (related) verticals.
They’ve now got titles like…
- Retail Brew
- Marketing Brew
- Tech Brew
- Healthcare Brew
- IT Brew
And a few more for other job titles!
Everything has a professional slant, so it all ties together. It’s likely that most people reading the core Morning Brew (general business/tech news) are going to be interested in at least one of the splinter newsletters.
This strategy allows Morning Brew to do two things: reach their existing subscribers more frequently, and acquire entirely new subscribers who might enjoy an industry deep-dive without caring for a broader news roundup.
Stacked Marketer
Like Morning Brew, Stacked Marketer have also created a couple of “spin-off” newsletters that take a deeper look at particular aspects of marketing.
They have Tactics, which focuses more on actionable strategies marketers can run with, as opposed to the news overview that the core Stacked Marketer newsletter provides.
And alongside this, they’ve added Psychology of Marketing for more science-backed studies and insights.
