Interview Date: March 24, 2024
Table of Content
CREATOR INTERVIEW
Greg Johnson is a great example of how you don’t need a huge subscriber list to monetize your newsletter effectively.
Since September, he has been writing for a modest audience of 1,600 subscribers in Email Magic, yet he has already generated $25,000 in revenue with over 100 active paid members.
His secret is refreshingly simple, yet it’s something we often overlook:
- He treats his newsletter like a business.
- He prioritizes quality over quantity.
- He writes for a small and engaged audience who truly value his content.
Now, it’s time to hear directly from Greg about how he built true fans and the behind-the-scenes of his newsletter.
Let’s dive in!
NEWSLETTER IDENTITY CARD
TOOL STACK
- ESP → Beehiiv*
- Writing → Google Docs
- Task management → Obsidian
- Curation & Note-taking → Obsidian
- Design of visuals → Canva & Capcut
- Digital products → Podia
- Growth → Sparkloop* & Beehiiv*
- Sponsorship → Beehiiv*
- Payment → Stripe
MEET THE CREATOR
Welcome Greg. Let’s start with getting to know you.
Hi! I’m Greg Johnson, and I’ve been a full-time business owner since 2013.
My first business was selling high-end laboratory equipment B2B, and we reached a 7-figure run rate within our first year. At the same time, I began exploring eCommerce and digital marketing as a hobby, and got pretty good at both.
Due to burnout and a business downturn in 2020, I left the B2B operation and turned to eCommerce and digital marketing full-time.
I have run multiple brands on Amazon and Shopify, and focus on email marketing as the main driver of growth and value.
Nowadays, I work with small groups of clients to scale their businesses into multiple seven-figure revenue streams, and I am a coach in the Capitalism.com community.
I share tips and write about lessons learned in my newsletter, Email Magic.
START
Why did you decide to start Email Magic?
I began writing a weekly newsletter about 3 years ago, as a way to share what I was learning and doing with a small group of people who were interested.
At the end of 2023, I decided to treat my newsletter like a real business, and have been building the growth and monetization engine ever since.
GROWTH
Which strategies did you use to grow over 1,500 subscribers?
I use a combination of organic social media and coregistration networks to drive growth. I use both SparkLoop* and Beehiiv* Boosts for paid acquisition.
Coregistration networks have been the fastest and easiest way to drive consistent growth of quality subscribers.
MONETIZATION
You shared that you generated over $25,000 with your newsletter so far.
How did you manage to monetize your newsletter so successfully with a list of 1,600 subscribers?
I have been able to generate a significant amount of revenue with a small number of subscribers due to two factors:
1. I prioritize subscriber quality over quantity, and
2. I have high-dollar products and services I offer to my best subscribers.
While I publish valuable and helpful information in my free newsletter, subscribers have the option to purchase courses, coaching, and done-for-you services if they want faster results.
“Even though only a small number of subscribers purchase these products and services, they are responsible for 80% of the revenue I’ve generated.”
Currently, you have over 100 active paid members. Let’s discuss the behind-the-scenes of your success with paid membership.
What do you offer to paid members?
I currently charge $9.99 per month or $99 per year for my premium subscription.
I offer paid members extra content, including monthly Zoom calls with guest experts in email marketing, copywriting, and eCommerce.
I also host a monthly “Ask me anything” Zoom call for the group, an opportunity for them to interact with me directly.
Because I routinely charge $500 per hour or higher for consulting calls, this by itself is a great value for premium members.
When did you start the paid membership?
I started the paid membership immediately, by accident.
I turned on the option when I set up my newsletter, and to my surprise, someone found it and signed up for the annual plan within the first week. I have been building it on the fly ever since.
How did you manage to convert over 100 subscribers to paid membership?
“I demonstrate the value I am able to provide, then it’s an easy no-brainer decision for the right people.“
I do this by sharing the results I achieve for myself and for clients using email marketing and other tools.
I also strive to make my newsletters entertaining and engaging, so that people look forward to opening and reading anything I send them.
What is your definition of an “active member”?
In the last 6 months, I have only had 1 paying member cancel.
My definition of “active” is that the member is engaging with my email content and joining at least some of the Zoom calls I host.
By delivering far more value than I charge, my Premium membership actually helps members make more money than it costs. Why would anyone cancel a $9.99 membership that helps them make extra hundreds or thousands of dollars per month?
NEWSLETTER EXPERIENCE
How did building Email Magic contribute to your life professionally and personally?
I have found that writing my thoughts helps me to clarify them.
Writing my newsletter actually makes me a better marketer and consultant.
The newsletter has already generated a meaningful amount of revenue, helped me meet great new people, and expanded my professional network even further.
LEARNINGS
If you had a chance to start over, what would you do differently while building Email Magic?
I would do a better job of collecting more subscriber data on the front end so I would know how to best help them.
What would it be if you had the right to give one piece of advice to aspiring newsletter creators?
Your own unique personality and perspective is THE most valuable thing you can offer.
FINAL WORDS
Thanks for this opportunity! Anyone is welcome to check out my free published content before deciding to subscribe.
Where to find Greg Johnson and his work
3 Popular Issues from Email Magic
- It’s better to lose a finger than…
- How I passively grow my list
- This is what your eyeballs are worth
*indicates affiliate links
