'LetterLand What everyone gets wrong about newsletter growth — with Matt Paulson, Marketbeat
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Dec 16, 2025 Matt Paulson, founder and CEO of MarketBeat, shares insights on building a multi-million dollar media empire. He emphasizes that focusing too much on subscriber costs can hinder growth. Instead, he advocates assessing ROI and tracking revenue at the subscriber level. Matt reveals how SMS marketing can generate significant revenue and warns against chasing vanity metrics that could harm deliverability. He also presents a contrarian view, suggesting pursuing larger markets over niching down. Tune in for fascinating strategies to supercharge your newsletter growth!
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Acquisition Strategy Depends On Business Model
- Your acquisition approach must match the type of business and what you want subscribers to do.
- Diversified media companies can buy cheaper leads because they monetize through many channels.
Track Revenue Per Subscriber Precisely
- Track revenue down to individual subscribers and match spend to the revenue they produce.
- Use hard conversion tracking where possible and treat revenue-versus-cost as the primary metric.
Target Precisely On Meta Ads
- On Meta, target geography, demographics and interests tightly to match your offer.
- Align ad creative and lead magnet messaging so only relevant people click.