Mailchimp's incredibly popular, and there are a wide range of new apps to send paid email newsletters. What would you recommend for someone starting a new email newsletter?
we use Hubspot's marketing automation platform for sending email newsletters. It is easy, analytics is good. Since it is closely integrated with the CRM, all the contacts are already there. No need to import/export etc.
For us, we already have all our users in Intercom. We find their segmentation and triggers are much better than most dedicated newsletter products too. It might be unorthodox but it works really well
I think for general company newsletters, Mailchimp is the best. It's robust and easy to use, and users trust them + their unsubscribe functionality.
For anything with more dynamic content, Customer.io is fantastic. My one issue with it is that they don't allow unsubscribe lists, so you can't let a user unsubscribe from newsletters without unsubscribing from transactional emails (assuming you're also using them for transactional)
For a personal newsletter, Substack is great. They give you a landing page, a clean archive, and easy to use tools, all for free. And if you want to, they make it easy to earn subscription revenue from your readers.
We've seen folks in ecomm generate a lot of revenue using Klaviyo to get in front of their customers and subscribers with segmented newsletters. Klaviyo hooks up with Shopify and other ecomm platforms so you can send emails based on customer behavior and product preferences.
But it's hard to send a lot of emails if what you're sending is only product and discounts - you get subscriber fatigue and more unsubs.
The key is to send valuable content your customers like. Tools like Matcha make it easier to source relevant, ready-to-deploy content to stay in front of your customers without annoying them.
The simplest way to send email newsletters is with TinyLetter, a MailChimp-powered service that lets you send simple text emails to your subscribers. It's quick and easy to use, you don't need to worry about email templates or formatting or anything else, it's just an easy way to essentially write letters to subscribers. It's free, though only lets you add 5,000 subscribers before you'd need to switch to full MailChimp.
Then, if you're blogging anyhow, both WordPress.com and Ghost recently added email newsletter tools to share your blog posts via email right from your CMS. WordPress' tool is free; Ghost's tool is built around their paid subscription tool where you can charge for subscriptions to your blog and newsletter together, but also supports free newsletters.
Substack then is the cool new kid on the block—and the other best free option. You can start an email newsletter complete with a landing page and signup form for free. Then as your newsletter grows if you want to monetize it, you can charge for your newsletter and Substack takes a percentage of your earnings instead of directly charging for your email newsletter. It's a bit more complicated than TinyLetter, but still generally easy to use and keeps the focus on your writing.
We come across clients using just about every Email Newsletter tool there is, and without exception, we see a huge improvement from the very first send from HubSpot. As a 'system of engagement' - HubSpot's tools are excellent - very easy to use and all integrated with each other. As a 'system of record' - having your marketing and sales emails coming directly from your CRM gives you an ability to be smarter on targeting and personalisation. As a reporting system, you can see what 's happening live, alerting sales to lead activity in real-time, as well as attribution reporting across your entire marketing and sales activity. If you want to really 'level up' you can add SeventhSense to your HubSpot email sends and personalise the delivery times to individuals.
While Email marketing is powerful, it's a reality that the only upward trend is in Unsubscribe. You need every trick in the book to drive success out of it. HubSpot is that book.
While I haven’t personally used Substack, I see many more founders, operators, and domain experts embracing the platform for distribution - they’re building a valuable community of content creators. Mailchimp is the obvious incumbent, but the user experience is awful.