Podcast Summary: "The #1 Newsletter Metric You Need To Pay More Attention To"

Podcast: Growth In Reverse
Hosts: Chenell Basilio & Dylan Redekop
Date: October 1, 2025
Episode Theme:
This episode dives into what Chenell and Dylan argue is the most important metric for newsletter operators: getting replies. While many obsess over open rates, click rates, and subscriber counts, the hosts pull back the curtain on why replies are an underrated but critical signal of audience engagement, deliverability, and long-term newsletter health. The hosts also explore actionable strategies (and a few fun experiments) that spark more responses from subscribers, plus insights from notable creators.

Main Discussion Points & Insights

Why Replies Matter More Than Opens or Subscriber Count

• Common Vanity Metrics:
  Many focus on open rates (“60-70% open rates!”), click rates, and especially list size. But the hosts quickly dismiss these as vanity metrics that can mislead creators.

• The Real #1 Metric:
  Chenell: "The most important [metric] is replies... if you can get more people to reply, you are on a great path." (01:41)
  Dylan: Calls subscriber count “a distraction, a bit of a vanity metric.” (01:20)

• Why Are Replies So Important?

  1. Mental Health for Creators:
     Chenell: “Getting replies can just help boost your mood in a way that most other things can't.” (03:51)
     Burnout is real if you work hard on a newsletter and get crickets.
  2. Strong Deliverability Signal:
     Chenell: “When Gmail and other providers see you're getting replies... they'll prioritize your email.” (04:02)
     Replies keep you out of spam/promotions folders.
  3. Clear Proof of Engagement:
     Dylan: “A reply is actually like, there's not too many people going to be using bots to reply to emails.” (06:13)
  4. Source of Content Ideas & Client Work:
     Replies can directly uncover audience struggles, inspire new content/products, or even lead to service-based work.
     Chenell: “It could be a way to get clients, too, if you do it right.” (07:44)

• Summary:
  Replies are authentic proof people are actually paying attention, resonate with you, and care enough to interact.

How to Get More Replies: Practical Tactics

1. Simply Ask for a Reply

• Chenell: “The first one is the most obvious—ask for a reply... Make sure you're asking.” (10:46)
• Place the Ask: Include a direct question or appeal for replies, especially in the welcome email.

2. Incentivize Replies

• Offer rewards for replying in your welcome email.
• Chenell: “Reply and I'll send you a free gift.” — Example from Caitlin Burgoyne (12:04)
• Dylan: “Even incentivizing a reply in some way... is never a bad way to go.” (12:31)

3. Lower the Friction

• Make it easy—offer a ready-to-copy message (like “Hi Chenell”) or a simple question (13:18).
• This can also yield valuable data, like knowing how people found your list.

4. Create Content Worth Replying To

• Elicit Emotion: Use content that sparks laughter, surprise, curiosity, or other strong feelings.
• The 7 Emotional Triggers (via Sean Puri/Stephen Bartlett): (14:05)
  • “LOL” – Make ‘em laugh
  • “Oh” – They’ve learned something new
  • “Wow” – Awe or surprise
  • “Aw” – Something cute/emotional
  • “Yay” – Shareable, good news
  • “WTF” – Outrage, shock, controversy
  • “Finally someone said it” – Voice a widely held but rarely spoken sentiment
• Memorable Quote:
  Dylan: “Often people will reply when they are feeling an emotion, whether positive or negative.” (06:34)

5. Pattern Interrupts

• Send an unexpected, brief, personal email outside your normal cadence.
• Chenell’s Example: “Just checking in”—unscheduled Friday email asking what subscribers were struggling with (17:27). Result: Over 200 replies (vs. a normal 8–30), though also a spike in unsubscribes.
• Chenell: “That email was wild...I should have known before I sent it that this was gonna happen, but I didn’t.” (17:27)

6. Riddles, Games & Interactive Segments

• The Puzzler (Mario Gabriele): End each edition with a fun riddle/trivia—invite replies and reward correct answers. (25:13)
• Gamification by Toby Howell:
  "The Button" game—guess number of clicks for a small prize, builds anticipation and recurring engagement (28:06)
• Polls & Giveaways (Caitlin Burgoyne’s Fry-yay emails): Poll at the end of newsletter, correct answers enter a draw for a product prize (31:28)
  • Caitlin (quote): “It’s the only newsletter that rewards you for getting smarter. Each issue is a little quick, tactical, buyer psychology-based lesson... then we do a little poll...when they submit their answer, they’re entering a contest to win a prize.” (33:34)

7. Personal Stories & Personality

• Share personal anecdotes, emotional moments, or even just pictures—these break monotony, make you relatable, and often spark replies organically. (40:33)

8. Change Things Up

• If engagement is stagnant, try different email formats, design (plain text vs. fancy), or subject lines.
• Chenell: “If what you’re doing now isn’t working, try something different...pattern interrupt, subject line, reintroduce a lead magnet.” (37:46)

Notable Quotes & Moments

• On the Mental Toll of Silence:
  Chenell: “It is so hard when nobody replies... it gets disheartening after a while when nobody replies to your emails.” (01:41)
• On Simple, Effective Tactics:
  Dylan: “If you’re not actually asking people to take an action, they can't read your mind... just ask for it.” (11:19)
• On Pattern Interrupts:
  Chenell: “…it was a Friday and I was just checking in to see what people were struggling with and lost a lot of subscribers that day as well, but also gained a ton of great ideas.” (19:46)
• On Overcoming the Curse of Knowledge:
  Chenell: “A lot of the things I gleaned from this... I thought were way too basic of topics...I didn’t realize that I was struggling with [curse of knowledge] until I sent this email.” (24:55)
• On Using Games:
  Dylan: “It does create kind of this gamification to a newsletter, which I think is a hard thing to do. And I think he did it well.” (29:28)
• On Consistency and Volume:
  Chenell: “Obviously you’re not going to get every person who opens your email to reply. That would be practically impossible.” (10:51)
• On Personal Touch:
  Dylan: “If I include those stories or those pictures that will very often elicit replies from people... I think people just want to connect with other people quite often, especially in this creative realm.” (41:02)

Timestamps for Key Segments

• 00:52–01:41: Debunking subscriber count, opens, and click rates as "vanity metrics"
• 01:41–03:33: Why replies are the most important metric; mental health of creators
• 03:51–07:09: The real business and deliverability advantages of replies
• 10:46–13:46: Basics on how to get more replies; ask, incentivize, make it easy
• 14:05–16:44: Emotional triggers—what types of content make people respond?
• 17:27–21:22: Pattern interrupt stories—massive reply experiment (+ unintended unsubscribes)
• 25:13–26:49: The Puzzler and interactive games for engagement
• 28:06–30:22: Gamifying via 'The Button' experiment
• 31:28–34:31: Caitlin Burgoyne’s Fry-yay: product hit polls, education, and soft-sell
• 35:49–40:33: Listener Q&A – why open rates don’t equal replies, list quality issues, and solutions
• 40:33–42:15: Using personal stories and formatting changes to encourage replies
• 42:15–end: Summary and encouragement to take action, connect, and share experiences

Actionable Takeaways

• Prioritize replies over opens or sheer subscriber numbers—they mean your audience is real, engaged, and you’re reaching the inbox.
• Always explicitly ask for replies in your welcome email and throughout your content.
• Use emotional and interactive content to make readers want to respond—don't just inform, evoke.
• Try gamification, polls, or simple questions to increase two-way interaction.
• Don’t fear unsubscribe spikes—meaningful engagement beats passive opens or deadweight subscribers.
• Leverage replies for feedback, content ideas, and potential revenue.
• Mix up your style and routine to break ‘inbox blindness’ and spark authentic connections.

Final Thoughts

This episode is a tactical yet heartfelt nudge for newsletter creators to focus on real engagement—getting replies. Whether you’re a beginner or seeking to deepen reader connection, Chenell and Dylan’s insights and stories will help you shift your approach. Celebrate every reply: it’s more than just a metric—it’s proof your newsletter business is alive and resonating.

For further learning:

• Review the 7-emotion content framework (14:05)
• Try a pattern interrupt email for your next send (17:27)
• Experiment with interactive segments (The Puzzler, games, polls)

To connect with the hosts:

• Email Chenell: chenell@growthinreverse.com
• Leave a reply or review on Spotify/YouTube
• Follow on LinkedIn for more community discussions

Quote to remember:
"Break the pattern, elicit some emotion, and be more personal to try and get some replies." — Chenell Basilio (42:15)