Data-Driven Success Behind Debunker Newsletter Growth to 100K Readers

In a world overwhelmed by misinformation and rapidly spreading falsehoods, finding reliable sources of truth has become increasingly challenging.

Enter Snopes.com, the internet's trusted fact-checking resource since 1994, which has continually evolved to meet the demands of the digital age.

One of its most effective tools in combating misinformation is the Debunker newsletter, an innovative engagement strategy that connects over 100,000 subscribers with accurate, fact-checked information.

In this case study, we’ll learn how the Debunker newsletter was created to fill a gap and how beehiiv has helped it to scale.

Maintaining Audience Connection in a Shifting Digital Landscape

In an era of constant flux in social media algorithms and search engine dynamics, digital publishers struggle to maintain consistent audience connections. Snopes recognizes this dilemma and has seized the opportunity to strengthen its engagement through email newsletters.

Justin Wohl, Snopes' Chief Revenue Officer, is leading this transformative initiative. With a robust background in optimizing revenue streams for digital media, Wohl has been instrumental in bolstering Snopes' digital presence and ensuring it remains a trusted authority in truth verification.

“Web publishing has really been challenged by shifting algorithms,” Wohl notes, highlighting how changes in these digital landscapes can diminish content visibility.

“Having a newsletter means you’re reminding people you exist in their inbox multiple times a week." This approach not only keeps Snopes at the top of mind but also provides a straightforward way for subscribers to engage with their latest content.

By leveraging the power of email, Snopes is forging stronger connections with its audience, inviting them to explore a world of verified information just a click away.

Debunker Newsletter Formula

“Our newsletter product is called The Debunker," explains Wohl. "It's a roundup of the top stories that Snopes has done on the website. We cover misinformation and disinformation, as well as any other kind of fact check needed on the internet recently.”

By directly curating critical fact-checks and investigations, Debunker ensures that readers are always up-to-date with Snopes' efforts to navigate the shifting digital landscape.

Strategic Content Curation

Debunker's success hinges on a thoughtful curation process that prioritizes quality over quantity.

On average, the team publishes about 11 stories per week, with only five featured in each newsletter. This careful selection ensures that they deliver meaningful content to their readers rather than overwhelming them with a flood of articles.

To achieve this, the team employs a data-driven approach to content selection:

• Top Stories: Highlighting the best-performing content from the previous few days.

• Editor's Picks: Showcasing niche, interesting stories that may not have massive reach but represent important journalism.

• Consistent Templating: Utilizing standardized formats for their Wednesday and Saturday newsletters.

This method not only enhances audience engagement but also reinforces Debunker's commitment to quality journalism.

The Partnership With beehiiv

After facing challenges with previous email platforms, Snopes made a strategic decision to partner with beehiiv to enhance its newsletter operations. This shift not only streamlined newsletter management but also significantly boosted subscriber count.

Wohl emphasized the importance of this partnership, stating, "Just since going live with beehiiv, we've really ramped up new email collection and newsletter promotion and have gained quite a few tens of thousands."

Several key factors drove the decision to switch platforms:

User-Friendly Editorial Interface: beehiiv’s interface makes it easy for creators to manage content efficiently.

Accessible Analytics: Wohl noted, "The analytics is really something that stands out more and is missing in other platforms," highlighting beehiiv’s robust built-in functions to support newsletter growth among other users.

Competitive Pricing: beehiiv’s cost-effectiveness was crucial in its decision, making it an appealing choice for Snopes.

Wohl reflected on the partnership's overall impact, stating, "The data is going to be very accessible for our business team, and the price was right. So yeah, it was an easy choice."

Impressive Results

Since partnering with beehiiv, Snopes has:

• Grown to over 100,000 subscribers

• Maintained strong metrics

• Completed A/B testing to optimize newsletter format

• Integrated monetization through strategic advertising partnerships

Wohl highlights their impressive metrics, noting, "We've enjoyed really great open rates and click-through rates on our newsletters." 

Wohl emphasizes the ongoing importance of innovation in its growth marketing strategies as it continues to partner with beehiiv.

Ambitious Growth Plans

Snopes ambitiously aims to grow its newsletter to 500,000 subscribers.

Wohl expresses confidence in its product, stating, "We've got the product in a really good place now." To achieve this milestone, Snopes is leveraging beehiiv's robust growth tools and prioritizing quality engagement.

To further enhance these results, the team has implemented A/B testing on newsletter formats to optimize website traffic.

With these focused efforts, Snopes is on track to make a significant impact in the newsletter landscape.

Monetization Strategy

The newsletter, originally not intended as a revenue product, has evolved into a multi-faceted business tool.

Wohl notes, "We didn't really set out to have the newsletter be a revenue product for us," highlighting that monetization initially stemmed from website traffic and advertising.

Successful partnerships, like the one with MasterClass, have created newsletter-specific advertising opportunities.

Looking forward, Wohl is exploring new monetization avenues, including CPM ads through beehiiv's platform and premium membership plans at $5/month. These plans will offer additional features and aim to convert newsletter subscribers into paying members.

Keys to Newsletter Success

Wohl emphasizes that securing a person's consent to receive your newsletter is a significant achievement in today's flooded inboxes, which are packed with unsolicited marketing emails. This commitment deserves respect and necessitates a strategic approach for anyone looking to launch a successful newsletter.

According to Wohl, "Clarity about what you want to publish and consistent execution for your audience are the two key elements for success."

He adds that it's essential to honor your subscribers’ trust: "When someone truly states, 'I would like to receive your newsletter,' that's a big deal."

To ensure the long-term growth and value of your newsletter, here are some crucial tips for new creators:

• Maintain a consistent publishing schedule to build trust with your audience.

• Deliver high-quality, curated content that meets the expectations set during the signup.

• Provide a clear value proposition for subscribers to understand what they will gain from your newsletter.

• Commit to ongoing growth and enhancement of your product to keep it relevant and engaging.

By embracing these strategies, you can foster a deeper connection with your audience and effectively navigate the crowded digital landscape.

Why Trust Me

Linda Hwang has extensive experience in B2B marketing and previously worked at a renowned international facilities management company. There, she played a crucial role in creating effective content and social media marketing plans. Now, Linda is a marketing consultant who helps small businesses create compelling brand stories.

Looking Ahead

As Snopes continues its fight against misinformation in the digital age, The Debunker newsletter emerges as a critical component of its strategy.

With a vision for enhanced personalization, premium offerings, and ambitious growth targets, Snopes aims to expand its reach while steadfastly adhering to its dedication to truth and accuracy.

By leveraging a strategic partnership with beehiiv, Snopes is well-equipped to achieve this ambitious goal and solidify its role as a trusted fact-checking source in today’s intricate information landscape.

Join the movement and subscribe to Debunker on beehiiv to stay informed and support the fight against misinformation!