Email newsletters drive some of the highest ROI in digital marketing—up to $42 for every $1 spent. Alex Lieberman knows this better than anyone. As the co-founder of Morning Brew, Alex didn’t just create a daily business newsletter—he created a movement.
Starting as a passion project during his college years, Alex transformed Morning Brew into one of the most recognized brands in digital media, with over 3 million daily subscribers and a $75 million acquisition by Insider Inc.
Recently, I caught up with Alex at a conference, and his insights about email marketing, audience ownership, and newsletter growth were pure gold.
Ever wonder why some newsletters thrive while others disappear into inbox oblivion? Alex shared exactly why newsletters are a must-have for creators and businesses, actionable steps to get started, and how anyone—even you—can build a newsletter without a big budget. Let’s dive into his strategies and how they can help you own your audience.
Why every creator and business needs an email newsletter
1. Rented audience
This is your audience on platforms like Instagram, TikTok, and LinkedIn. While these platforms are fantastic for visibility, Alex calls them “rented” because you don’t own the relationship. “Social’s great, but the algorithms can change at any time when TikTok decides,” he said. We’ve all seen this—one algorithm update and your reach plummets.
Takeaway: Use social media to attract people, but guide them to a platform you own—like a newsletter—where you can build a direct relationship without gatekeepers.
2. Owned audience
Newsletters and podcasts shine in this category. “An owned audience is one that you own,” Alex explained. “You control the relationship—there’s no gatekeeper.” With newsletters, you can directly reach your audience whenever you want, ensuring consistent engagement.
3. Monetized audience
The ultimate goal is an audience that values your content enough to pay for it. Whether it’s through ads, courses, or subscriptions, monetization happens naturally when you’ve built trust with your owned audience.
Pro Tip: You can’t monetize an audience you don’t own, and you can’t own an audience you’re not engaging. Start by using rented platforms to attract people, then nurture those relationships through your owned channels.
The Morning Brew blueprint: How Alex scaled a newsletter to millions
Alex’s journey with Morning Brew is a masterclass in starting small and scaling smart. He and his co-founder, Austin Rief, launched the newsletter while they were students at the University of Michigan. Their strategy was scrappy but effective:
1. Build grassroots momentum
“We went to every business class, club, and event we could find,” Alex shared. “Austin would pass around a sheet of paper for people to write their email addresses, and we’d manually input them after class.” This hands-on effort built their first audience and created a sense of personal connection with subscribers.
2. Expand through ambassadors
Recognizing they couldn’t do it all themselves, Alex and Austin recruited student ambassadors at over 200 colleges to replicate their efforts. These ambassadors pitched the newsletter to their peers, exponentially expanding Morning Brew’s reach.
3. Launch a viral referral program
Once momentum picked up, Alex and Austin introduced a referral program that rewarded readers for sharing the newsletter. The program offered everything from branded swag to exclusive content. “It wasn’t just about the rewards—it was about creating a sense of belonging,” Alex explained.
Their success shows that starting small—with manual effort—can lay the foundation for scalable growth. Keep asking, “How can I reach more people without losing the personal touch?”
How to start and grow an email newsletter (step-by-step guide)
1. Understand your reader
“Who is the one person you’re writing for?” Alex asked. “If you printed their LinkedIn profile and taped it to your wall, who would it be?” Start by identifying your target reader and the specific problem you’ll solve for them.
Tailoring your content to a niche audience creates a strong connection and keeps readers coming back.
2. Build a consistent habit
One of the secrets behind Morning Brew’s success was creating a daily habit for readers. “People would drink their coffee, brush their teeth, and read the brew,” Alex said. The consistency made the newsletter part of their daily routines.
Decide on a schedule—daily, weekly, or biweekly—and stick to it. Over time, your readers will look forward to your newsletter.
3. Infuse personality to make it engaging
“People lean forward when they feel a human connection,” Alex said. Infuse personality into your emails. Write like you’re talking to a friend, share relatable anecdotes, and use a conversational tone. It’s the difference between a forgettable newsletter and one readers rave about.
4. Use simple tools to start
You don’t need fancy tools to begin. Use an email marketing platform like GetResponse to automate your emails and manage your list. Create lead magnets (like checklists or guides) using Canva to attract subscribers.
Quick Action: Create a free lead magnet today—a simple checklist or short e-book—and promote it on social media to grow your email list.
How to monetize your email newsletter: 3 proven strategies
1. Advertising
Brands will pay for access to your audience, but Alex cautioned against rushing into partnerships. “Only partner with brands that align with your values,” he said. Maintaining trust with your audience should always come first.
2. Premium content
Platforms like Substack make it easy to offer exclusive content through a subscription model. If your audience values specialized insights, this could be a natural next step.
3. Affiliate marketing
Recommending products or services you genuinely believe in can create another revenue stream. Just make sure these recommendations align with your readers’ interests.
Pro Tip: Diversify your revenue streams. Ads are great, but combining them with courses, workshops, or consulting services can significantly boost your income.
Why email newsletters are essential for creators in 2025
Email newsletters are experiencing a resurgence, and it’s no surprise why:
- Platforms like Substack have proven that readers will pay for high-quality, specialized content.
- Consumers are tired of social media algorithms dictating what they see and crave more meaningful, direct communication.
- Newsletters give creators complete control over their audience and content, ensuring their message reaches the right people.
As Alex said, “If you want to build something meaningful, you have to be in it for the long haul.”
Your next move
Alex Lieberman’s story proves that newsletters aren’t just a trend—they’re a powerful tool for building trust, driving revenue, and owning your audience. His insights, combined with actionable steps, offer a clear roadmap for anyone ready to grow their brand.
The best time to start is now. Don’t wait—build your email newsletter with GetResponse today and take control of your audience. Your future readers are waiting.