Morning Brew (@MorningBrew) is a $50MM+ email newsletter that everyone loves.
Here’s break down of why their emails are so addicting:
Here’s break down of why their emails are so addicting:
@MorningBrew A while back I dissected what they were doing, well before email newsletters were so popular.
@MorningBrew So I figured I'd repost this breakdown... since I used to have a small following and no one knew who the hell I was when I originally published this... but this was a great piece of content so I'm gonna repurpose it.
Without further ado, let's dive in...
Without further ado, let's dive in...
@MorningBrew This company… let me tell ya.
These guys are smart as shit.
These guys are smart as shit.
@MorningBrew Their entire business model is a daily email that sells nothing and they are growing like a weed year over year, making money hand over fist.
It’s absolutely incredible.
It’s absolutely incredible.
@MorningBrew When you understand how it works, it’s going to change your perspective on the power of email for your business.
(All of the internet marketing douchebags screaming “Email is dead” can politely sit the fuck down)
(All of the internet marketing douchebags screaming “Email is dead” can politely sit the fuck down)
@MorningBrew From an outside perspective, it looks like their #1 objective is to grow their list.
The reason WHY they want to grow their list is because the way they monetize is with ads.
The reason WHY they want to grow their list is because the way they monetize is with ads.
@MorningBrew The coolest thing with their ads though, is that they aren’t traditional ads.
They’re more advertorial than ads.
They’re more advertorial than ads.
@MorningBrew Most of the time, you don’t even realize you’re reading an ad until you get to the end.
They have incredible writers who do a great job with their ad copy.
Anyway, let's start...
They have incredible writers who do a great job with their ad copy.
Anyway, let's start...
@MorningBrew Let’s take a look at their subject line game...
Not going to break down each one, but they’re all fun, playful and they make you curious about what’s inside.
Not going to break down each one, but they’re all fun, playful and they make you curious about what’s inside.
@MorningBrew Now, let’s take a look at one of these emails...
In the beginning of the email, you see they start off with a tease about what’s in today’s issue. The email draws you in.
And you also see the first “ad placement” right below the Morning Brew Logo.
In the beginning of the email, you see they start off with a tease about what’s in today’s issue. The email draws you in.
And you also see the first “ad placement” right below the Morning Brew Logo.
@MorningBrew The first section is usually about the markets.
Everyone cares about money.
If nothing else, YOU probably care about your money, so you’re going to want to see that.
What’s really cool about this concept is that each day, there’s always a reason to come back.
Everyone cares about money.
If nothing else, YOU probably care about your money, so you’re going to want to see that.
What’s really cool about this concept is that each day, there’s always a reason to come back.
@MorningBrew This isn’t “evergreen” at all. It’s more here’s what’s happening today… here’s what we think will happen tomorrow.
You need to keep reading to stay informed.
It’s baked right in.
So I’d imagine they get a great readership and have awesome open rates.
You need to keep reading to stay informed.
It’s baked right in.
So I’d imagine they get a great readership and have awesome open rates.
@MorningBrew What’s really great about these content blocks is the fact that they’re so tight and pithy.
@MorningBrew Not a word is wasted.
Morning Brew gives it to you quick and fast.
Morning Brew gives it to you quick and fast.
@MorningBrew What’s cool is that they kind of supply you with talking points you can use in a conversation with friends or coworkers.
You FEEL smart when you read it. And you know just enough to speak intelligently on world events and business news.
You FEEL smart when you read it. And you know just enough to speak intelligently on world events and business news.
@MorningBrew This is what will keep you coming back for more. It’s awesome.
It's short, sweet, and to the point. In all the sections of their email.
I’m not going to post every single content section.
If you want to see full examples, then go sign up to their list.
It's short, sweet, and to the point. In all the sections of their email.
I’m not going to post every single content section.
If you want to see full examples, then go sign up to their list.
@MorningBrew Let’s take a look at some other really cool parts of their emails…
So…
What you see before your very eyes is an ad.
It doesn’t really LOOK like an ad when you first look at it. In fact, it looks like more content. Which is why it’s so awesome.
So…
What you see before your very eyes is an ad.
It doesn’t really LOOK like an ad when you first look at it. In fact, it looks like more content. Which is why it’s so awesome.
@MorningBrew It’s written in the exact same font and style and language as the other pieces of the email. It blends right in.
You see, people tune out ads that look like ads… especially in their inboxes.
You see, people tune out ads that look like ads… especially in their inboxes.
@MorningBrew People don’t want ads in their emails.
They DO want to learn.
They DO want to be educated.
They DO want to read interesting things.
This “ad” here does all that.
It’s not some big stupid fucking picture with a discount code and a buy button.
Instead, they use COPY to sell.
They DO want to learn.
They DO want to be educated.
They DO want to read interesting things.
This “ad” here does all that.
It’s not some big stupid fucking picture with a discount code and a buy button.
Instead, they use COPY to sell.
@MorningBrew This Fundrise ad blends right in and it has the look and feel of a piece of content.
So you read it.
And if that product solves a problem you’d like solved… you might click thru and take them up on their offer.
That’s how it’s done.
So you read it.
And if that product solves a problem you’d like solved… you might click thru and take them up on their offer.
That’s how it’s done.
@MorningBrew Remember how I said Morning Brew’s #1 objective seems to be to grow their email list?
Check this out…
In most of their emails, they bribe you to share the newsletter.
People usually don’t do things unless there’s something in it for them.
They reward you for taking action.
Check this out…
In most of their emails, they bribe you to share the newsletter.
People usually don’t do things unless there’s something in it for them.
They reward you for taking action.
@MorningBrew Here’s what’s really cool about this…
If YOU enjoy reading Morning Brew, you probably know a few people who are just like you who will like it too.
This list growth compounds over time.
Super smart strategy right here.
If YOU enjoy reading Morning Brew, you probably know a few people who are just like you who will like it too.
This list growth compounds over time.
Super smart strategy right here.
@MorningBrew They sneak in a few smaller ad placements in those bullets up top.
They’ve very smart for allowing multiple opportunities to advertise within each newsletter.
This space is SUPER valuable and they have an engaged group of smart people who read this daily email.
They’ve very smart for allowing multiple opportunities to advertise within each newsletter.
This space is SUPER valuable and they have an engaged group of smart people who read this daily email.
@MorningBrew Right above those other, smaller ad placements I just told you about… did you see what they did there?
That “what else is brewing” section is SO GOOD.
Do you see what they’re doing there?
That “what else is brewing” section is SO GOOD.
Do you see what they’re doing there?
@MorningBrew All of those stories are “open loops.”
They are stories that are continuing to develop.
Do you know why they include that part?
So you tune in tomorrow.
Brilliant.
They are stories that are continuing to develop.
Do you know why they include that part?
So you tune in tomorrow.
Brilliant.
@MorningBrew Big Takeaways from Morning Brew:
1. MAKE YOUR EMAILS VALUABLE
2. Get attention first, then sell.
3. Copy sells, graphics don’t.
4. Keep people coming back for more.
1. MAKE YOUR EMAILS VALUABLE
2. Get attention first, then sell.
3. Copy sells, graphics don’t.
4. Keep people coming back for more.
@MorningBrew 5. Open loops to keep attention.
6. Be fun and playful with your copy.
7. Pictures and gifs are fun.
8. Be tight and pithy.
9. Give people talking points that make them feel smarter.
10. Email every day – it works.
6. Be fun and playful with your copy.
7. Pictures and gifs are fun.
8. Be tight and pithy.
9. Give people talking points that make them feel smarter.
10. Email every day – it works.
@MorningBrew Did you enjoy the breakdown?
1. Follow me @chrisorzy for more on email marketing and copywriting.
2. Retweet and share the thread with your audience
1. Follow me @chrisorzy for more on email marketing and copywriting.
2. Retweet and share the thread with your audience
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