Actress and writer Lena Dunham launched her own newsletter "Lenny Letter" back in 2015. Fast forward two years and it now boasts a staggering 70% open rate and 500,000 subscribers.
Dunham's clearly doing something right.
Marketers often use email newsletters within their content strategy to showcase specific articles they want to promote. However, Dunham's use of email IS the strategy.
With people signing up to the newsletter, readers are not cold, they're active, plus they're looking forward to receiving their regular dose of content. This, in turn, maximises open rates.
People often underestimate the power of email, it's an incredibly personal medium, plus it's direct - landing straight into the inbox of the recipient who has opted to receive it.
By specifically catering to the interests of its audience (rather than creating content that's scattered across a website for a reader to browse and find something of interest), Lenny Letter is targeted and full-proof in approach.
In this case, Lenny Letter has created an enthusiastic and receptive online community - all through the power of email.
So, why did Dunham choose to steer clear of the standard website-format, used by the likes of The Pool and Jezebel? According to editor Jessica Grose, it is so that writers can directly speak to the audience, shining a spotlight on important messages rather than distracting them with a broad selection of articles.