📌 Social → Email → Revenue

Hey there! 👋

You don’t need a million followers, a startup, or a perfect niche to build a revenue-generating newsletter.

But you do need a system.

Today, we’re breaking down how three very different creators -

• food app co-founder + co-founder,

• a rave community builder, and

• a lifestyle storyteller

used the same universal principles to grow newsletters that actually make money.

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Why This Breakdown Matters

⚠️This is not a typical breakdown you receive every week.

These aren’t theoretical playbooks.

They’re real systems anyone can use:

• Whether you’re starting from scratch or building on top of an app

• Whether you’re selling ideas, experiences, or ad space

• Whether you have 100 followers or 100,000

All three:

• Captured attention where they already had reach

• Anchored value in a consistent, niche-first format

• Pulled readers into an owned email list to deepen the connection and monetize

Quick Profiles

1. Matt Schkolnick + Jake Aronskind (SOIRÉE by Pepper)
Background: COO of a social cooking app

App Users: 1M+
Email List Size: 100,000+ subscribers
Social Reach: 200K+ combined (Pepper App IG, co-promo with creators)

Monetization: CPM ads via beehiiv Ad Network
Edge: Leveraged app traffic and seasonal food storytelling

Examples: Promotes newsletter inside the app’s onboarding; features seasonal recipes like “5 Cozy Dishes for Fall”; newsletter drives traffic back to app.

2. Danielle Tudahl (The LA Raver)
Background: Community leader + rave curator

List Size: ~12,000
Social Reach: ~50K across TikTok + IG

Monetization: Event promotion, sponsored listings
Edge: Hyper-local, in-person brand with QR capture on the dancefloor

Examples: QR flyers at every event; exclusive access to discounted ticket drops for email list; recaps of previous parties to generate FOMO

3. Lauren Kay (ByLaurenKay)
Background: Former influencer, now narrative-driven creator

List Size: ~30,000+
Social Reach: ~110K Instagram followers

Monetization: Brand partnerships + digital products
Edge: Emotional resonance + lifestyle depth

Examples: Weekly storytelling series (like "Letters I Never Sent"); Instagram posts tease part 1 of a story, full piece lands in inbox

The Shared Playbook: C.A.P. Framework

C = Capture where your audience already is
A = Anchor them with consistent value
P = Pull them into email with clear reasons to stay

✉️ Matt + Jake - The Utility Builder

• Capture: App users + foodie Instagram content

• Anchor: Weekly recipes, cultural food stories, seasonal “Entertaining Tips”

• Pull: Clear subscribe CTA in app; “Subscribe to get 5 new dishes every Friday”

• Monetizes via: Beehiiv Ad Network (5–10x ROI); higher app retention via content reminders

✨ Danielle - The Street-Level Curator

• Capture: Live event attendees with QR signs + Reels of last week’s party

• Anchor: Curated LA event list + exclusive RSVP links

• Pull: “This week’s secret venue → only in the email”; signs at entrance read “Scan to unlock”

• Monetizes via: Paid content, promoted listings ($250+ per placement), merch drops, local brand ads

💫 Lauren - The Story-First Stylist

• Capture: Deep IG captions (“I never told anyone this…”) + reels

• Anchor: Serialized Substack entries with emotional arcs

• Pull: “Read the full letter in your inbox” + dedicated welcome email with starter stories

• Monetizes via: Paid Substack tiers, brand sponsorships (e.g. journals, skincare), eBooks

What They All Get Right

1. Frictionless Signup
   Matt uses app modals. Danielle uses QR codes. Lauren builds FOMO on socials.

2. Unique but Consistent Value
   Each gives readers something they can’t get elsewhere.

• Matt +Jake = seasonal food insights

• Danielle = early-access events

• Lauren = emotionally-driven stories

3. Content = Currency
   Every email has a clear payoff.

• Matt: Save these 5 recipes now

• Danielle: RSVP link + behind-the-scenes photos

• Lauren: One emotional story + a free guide

4. Built-in Growth Flywheel

• Matt: App → Email → App

• Danielle: QR code → List → Social shares → Next event

• Lauren: Instagram → Teaser → Substack → Story shares

5. Email = Monetization Engine
   Each has made email the revenue layer, not a side channel.

• CPM ads (Matt)

• Sponsored content (Danielle)

• Digital products + collabs (Lauren)

Cross-Learn You Can Borrow

• Lauren could boost reach using Danielle-style QR codes at events or pop-ups

• Danielle could adopt Lauren’s narrative storytelling for stronger connection

• Matt +Jake could add urgency and exclusivity to boost CTR (e.g. “Open before Friday for early access to next drop”)

Your Turn: C.A.P. in Practice

1. Capture
   Post something with an emotional or practical hook (ex: “What most people get wrong about hosting…”)

2. Anchor
   Use a weekly format that people learn to expect (ex: Friday Five, Raver Report, Sunday Story)

3. Pull
   CTA: “Join 3,200 others getting [X value] every [Y day]”

2. Archimedes - cohort-based course (CBC) : Partnering with Ben Meer, her course attracted 300+ participants (pricing undisclosed).

3. Sponsored Content:

LinkedIn Posts: $4,000/post, with an average of 200K impressions and 250 paying customers per ad.

Newsletter Ads: $4,200/ad, converting 300 customers on average.

Just One Takeaway!

You don’t need to start with big numbers. But if you can:

• Solve a real problem

• Deliver unique, repeatable value

• And commit to showing up

You’ll build a list that doesn’t just grow - it sticks.

That’s when people stop scrolling… and start seeking you out.

P.S. oh, and…

I hope you found value here.

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P.P.S.

Questions about newsletter growth, monetization, or other how-to topics?

Reply to this email or connect with me on ​LinkedIn.​