Growth In Reverse Episode Summary

Episode: The Top 6 Newsletter Tips from 2025
Release Date: November 19, 2025
Hosts: Chenell Basilio & Dylan Redekop
Core Theme:
A one-year retrospective episode where Chenell and Dylan revisit standout newsletter growth strategies shared by top guests across their first year of “Growth In Reverse.” Each highlighted tip features a guest’s strategy and the hosts’ live reactions and takeaways. The episode is a masterclass in actionable email list growth, social proof, automation, personalization, monetization, and audience segmentation.

1. Overview of the Episode

The episode celebrates Growth In Reverse’s first anniversary by spotlighting “six of the best newsletter tips” shared by guests throughout the year. Instead of the usual deep-dive with a single guest, Chenell and Dylan play curated episode clips and discuss the strategies, why they work, and who should try them.

The tone is upbeat and candid, with the hosts reflecting on lessons learned, behind-the-scenes moments, and practical takeaways. The episode is full of actionable insight for newsletter and email entrepreneurs—from creators just starting out to operators looking to optimize growth, monetization, and retention.

2. Key Discussion Points and Insights

A. Building Social Proof: "The Social Proof Avalanche"

Guest: Eddie Schlaner (VeryGoodCopy)
Timestamp: 03:22–07:08

Strategy: Collect and display extensive testimonials on your newsletter’s website.
Execution: Ask subscribers and industry peers directly for testimonials—in exchange, offer a backlink to their site or profile as a small incentive.
Impact: Boosts instant credibility with new visitors, converting more signups and clients.
Memorable Quote:
- "It’s just this instant credibility that people see. Kind of like going to Amazon, seeing a product that has hundreds of five star reviews… length implies strength, heuristic at work." – Eddie Schlaner (04:38)
Host Reaction:
- Dylan: "You called this… the social proof avalanche, which was really clever because… you will just see cascading social proof as you scroll down." (05:34)
Key point: Social proof serves your subscribers—and you, as a founder, on tough days.

B. Frictionless Instagram Growth with Automation

Guest: Sam Vanderweelen
Timestamp: 08:24–11:04

Strategy: Use Instagram DM automations (ManyChat & Kit) to convert followers into newsletter subscribers without leaving the app.
Execution:
- Use fun keywords or emojis for engagement (“comment peach”).
- Trigger an auto DM with the resource + a follow-up to join the newsletter.
- For bundled content (e.g., podcast playlists), require email sign-up before delivering the resource.
Results: Thousands of new subscribers with minimal friction.
Memorable Quote:
- "Once I got them to stop leaving Instagram, we got so many more email subscribers. And this has led to, like, thousands of people signing up. I was shocked." – Sam Vanderweelen (10:16)
Host Reaction:
- Chenell: "Oh man, it gets me so fired up. I want to use Instagram again." (11:09)
Key point: Lowering friction (no landing page hops) dramatically improves signup rates.

C. The Self-Liquidating Flywheel: Monetize to Scale Paid Ads

Guest: Ollie Richards (StoryLearning)
Timestamp: 15:32–17:32

Strategy: Monetize lead gen with low-cost digital products (workshops, minis) to “self-liquidate” your ad costs—so ad acquisition pays for itself.
Execution:
- Run paid ads to a lead magnet.
- Immediately offer a $50–$100 digital product to recoup costs.
- When ad spend is covered, all further offers/services (like high-ticket coaching) become pure profit.
Memorable Quote:
- "You could 10x your ad spend, get 10x more leads in, but can you 10x the time that you’re available for coaching? Probably not… Now you’re able to pay for all your ads, or even making a bit of a profit. You can raise the prices of your coaching, and everything that you do in your coaching is now profit." – Ollie Richards (16:16)
Host Reaction:
- Dylan: "I hadn’t really seen anybody explain it this clearly… I thought it was really smart because you essentially can scale this up." (17:50)
Key point: Scale list growth and increase revenue, without bottlenecking on your personal bandwidth.

D. Private/Invite-Only Newsletters for B2B Growth

Guest: Nathan May
Timestamp: 19:37–24:25

Strategy: Create a hyper-targeted, invite-only newsletter for key decision makers at companies you want as clients.
Execution:
- Identify your key 200–600 ideal prospects.
- Reach out individually via LinkedIn with white-glove, personalized invites.
- Highlight social proof (“other industry leaders are in this list”).
- Welcome new VIPs in each issue, cementing exclusivity and status.
Memorable Quote:
- "If you run a B2B company, I think you are being financially irresponsible if you do not have a newsletter. Every time I hit publish, I have a chance to potentially get on a sales call with somebody and I write one thing and it reaches every single person that I would potentially want to work with." – Nathan May (20:34, 23:37)
Host Reaction:
- Chanel: "How can you stand out? How can you differentiate yourself from everyone else in the space? ... Nathan decided he was going to go hyper specific." (25:15)
Key point: It’s not about list size—it’s about the right list.

E. Layered Conversion with Polls, Rewards, and Second Ad Slots

Guest: Caitlin Burgoyne
Timestamp: 28:30–31:36

Strategy:
- Launch a short, bite-sized secondary newsletter (“FryYay”) that blends quick lessons, real-life examples, and interactive polls.
- Use poll submissions as contest entries (cash, sponsor prizes, own products).
- After poll entry, send recipients to a thank-you page that doubles as a second offer or sponsor placement.
Effect:
- Higher open/click rates.
- Smoother, more engaging product and sponsor mentions that create new revenue “ad slots” outside the main newsletter body.
Memorable Quote:
- "Because we send them to this thank you page after they complete their poll, we can promote something else… So it gives us a second ad spot so that isn’t directly in the newsletter." – Caitlin Burgoyne (29:23)
Host Reaction:
- Dylan: "It’s costing you nothing to incentivize the click… even if I don’t win this, I’m really interested in it… one of my favorite tips." (31:36)
Key point: Build layered CTAs to convert believers, amplifying monetization for both owned products and sponsors.

F. Relationship-First, Unscalable Tactics: Personal DM Outreach

Guest: Justin Moore (Creator Wizard)
Timestamp: 32:13–34:17

Strategy: Individually DM new followers on all platforms (X, Instagram, TikTok), vetting that they’re a good fit, and personally invite them to the newsletter.
Execution:
- Manually check bios/profiles for fit.
- Personalize by using recipient’s actual first name—even digging through their YouTube to find it.
- Use a template, but add context and warmth for each outreach.
Impact:
- Very high conversion rates in the early days.
- Sparked real relationships; recipients felt seen and valued.
Memorable Quote:
- "Anytime anyone followed me anywhere, I would DM them… the success rate was super high of people opting into the newsletter." – Justin Moore (32:13)
- "A lot of times people wouldn’t have their first name in their bio… so I would click through to their YouTube and… get their name from watching their content… People would be genuinely surprised that I took the effort." (33:37)
Host Reaction:
- Dylan: "This is very grassroots. This is like, when you’re starting out… for you to get like this, forget your thousand true fans, just trying to get like a hundred… anyone can do this." (34:41)
Key point: No automation replaces genuine, 1:1 connection in early growth.

3. Notable Quotes & Memorable Moments (with Timestamps)

Eddie Schlaner (04:38):
"It’s just this instant credibility that people see… length implies strength, heuristic at work."
Sam Vanderweelen (10:16):
"Once I got them to stop leaving Instagram, we got so many more email subscribers… I was shocked."
Ollie Richards (16:16):
"Can you 10x the time you’re available for coaching? Probably not… you can raise the prices and everything you do in coaching is now profit."
Nathan May (20:34):
"I think you are being financially irresponsible if you do not have a newsletter… every time I hit publish, I have a chance to get on a sales call with somebody."
Caitlin Burgoyne (29:23):
"We send them to this thank you page after they complete their poll… so it gives us a second ad spot that isn’t directly in the newsletter."
Justin Moore (32:13, 33:37):
"Success rate was super high of people opting into the newsletter… people would be genuinely surprised that I took the effort to find their name."

4. Important Segment Timestamps

03:22–07:08 Social Proof Avalanche w/ Eddie Schlaner
08:24–11:04 Frictionless Instagram DM Automation w/ Sam Vanderweelen
15:32–17:32 Self-Liquidating Flywheel for Ads w/ Ollie Richards
19:37–24:25 Private, Hyper-Targeted Newsletters w/ Nathan May
28:30–31:36 Bite-Sized Poll & Reward Tactics w/ Caitlin Burgoyne
32:13–34:17 1:1 Relationship-Building DM Tactics w/ Justin Moore

5. Hosts’ Reflections & Takeaways

Experimentation is Key:
- Chenell: "...the key here is experimenting and trying different things is going to far outweigh just trying to plug and play somebody else’s journey..." (37:30)
Match the Strategy to Your Business:
- Dylan: "If you can figure out the way you are actually driving business with your newsletter… that’ll help you decide which one of these might be worth your while..." (38:17)
Keep it Human First:
- "No automation replaces genuine, 1:1 connection in early growth."

6. Episode Structure

Introduction and celebration
Thematic review: Best tips, each with guest excerpt
Host analysis/discussion of each tip
Final thoughts on applying these strategies and the importance of fit/experimentation
Announcement: Short break for December, returning in 2026

7. Final Summary

“Growth In Reverse: The Top 6 Newsletter Tips from 2025” serves as both a rapid-fire masterclass in what’s working now for newsletter-based businesses and a celebration of community-driven, iterative learning. The episode’s standout value lies in the specificity of each tip, the candor of the guests, and the grounded commentary by Chenell and Dylan.

There’s no one-size-fits-all: Your growth engine should build on your strengths, audience, and business goals—but the tactics dissected here are proven, repeatable, and field-tested by the best in the game.

Recommended Next Steps for Listeners:

Compare your own newsletter’s bottlenecks to each strategy discussed.
Try implementing one “friction-lowering” or “relationship-first” tactic this week.
Bookmark favorite timestamps for re-listening or sharing with collaborators.
Stay tuned for Growth In Reverse’s next season!

Growth In Reverse Episode Summary

1. Overview of the Episode

2. Key Discussion Points and Insights

A. Building Social Proof: "The Social Proof Avalanche"

Guest: Eddie Schlaner (VeryGoodCopy)
Timestamp: 03:22–07:08

Strategy: Collect and display extensive testimonials on your newsletter’s website.
Execution: Ask subscribers and industry peers directly for testimonials—in exchange, offer a backlink to their site or profile as a small incentive.
Impact: Boosts instant credibility with new visitors, converting more signups and clients.
Memorable Quote:
- "It’s just this instant credibility that people see. Kind of like going to Amazon, seeing a product that has hundreds of five star reviews… length implies strength, heuristic at work." – Eddie Schlaner (04:38)
Host Reaction:
- Dylan: "You called this… the social proof avalanche, which was really clever because… you will just see cascading social proof as you scroll down." (05:34)
Key point: Social proof serves your subscribers—and you, as a founder, on tough days.

B. Frictionless Instagram Growth with Automation

Guest: Sam Vanderweelen
Timestamp: 08:24–11:04

Strategy: Use Instagram DM automations (ManyChat & Kit) to convert followers into newsletter subscribers without leaving the app.
Execution:
- Use fun keywords or emojis for engagement (“comment peach”).
- Trigger an auto DM with the resource + a follow-up to join the newsletter.
- For bundled content (e.g., podcast playlists), require email sign-up before delivering the resource.
Results: Thousands of new subscribers with minimal friction.
Memorable Quote:
- "Once I got them to stop leaving Instagram, we got so many more email subscribers. And this has led to, like, thousands of people signing up. I was shocked." – Sam Vanderweelen (10:16)
Host Reaction:
- Chenell: "Oh man, it gets me so fired up. I want to use Instagram again." (11:09)
Key point: Lowering friction (no landing page hops) dramatically improves signup rates.

C. The Self-Liquidating Flywheel: Monetize to Scale Paid Ads

Guest: Ollie Richards (StoryLearning)
Timestamp: 15:32–17:32

Strategy: Monetize lead gen with low-cost digital products (workshops, minis) to “self-liquidate” your ad costs—so ad acquisition pays for itself.
Execution:
- Run paid ads to a lead magnet.
- Immediately offer a $50–$100 digital product to recoup costs.
- When ad spend is covered, all further offers/services (like high-ticket coaching) become pure profit.
Memorable Quote:
- "You could 10x your ad spend, get 10x more leads in, but can you 10x the time that you’re available for coaching? Probably not… Now you’re able to pay for all your ads, or even making a bit of a profit. You can raise the prices of your coaching, and everything that you do in your coaching is now profit." – Ollie Richards (16:16)
Host Reaction:
- Dylan: "I hadn’t really seen anybody explain it this clearly… I thought it was really smart because you essentially can scale this up." (17:50)
Key point: Scale list growth and increase revenue, without bottlenecking on your personal bandwidth.

D. Private/Invite-Only Newsletters for B2B Growth

Guest: Nathan May
Timestamp: 19:37–24:25

Strategy: Create a hyper-targeted, invite-only newsletter for key decision makers at companies you want as clients.
Execution:
- Identify your key 200–600 ideal prospects.
- Reach out individually via LinkedIn with white-glove, personalized invites.
- Highlight social proof (“other industry leaders are in this list”).
- Welcome new VIPs in each issue, cementing exclusivity and status.
Memorable Quote:
- "If you run a B2B company, I think you are being financially irresponsible if you do not have a newsletter. Every time I hit publish, I have a chance to potentially get on a sales call with somebody and I write one thing and it reaches every single person that I would potentially want to work with." – Nathan May (20:34, 23:37)
Host Reaction:
- Chanel: "How can you stand out? How can you differentiate yourself from everyone else in the space? ... Nathan decided he was going to go hyper specific." (25:15)
Key point: It’s not about list size—it’s about the right list.

E. Layered Conversion with Polls, Rewards, and Second Ad Slots

Guest: Caitlin Burgoyne
Timestamp: 28:30–31:36

Strategy:
- Launch a short, bite-sized secondary newsletter (“FryYay”) that blends quick lessons, real-life examples, and interactive polls.
- Use poll submissions as contest entries (cash, sponsor prizes, own products).
- After poll entry, send recipients to a thank-you page that doubles as a second offer or sponsor placement.
Effect:
- Higher open/click rates.
- Smoother, more engaging product and sponsor mentions that create new revenue “ad slots” outside the main newsletter body.
Memorable Quote:
- "Because we send them to this thank you page after they complete their poll, we can promote something else… So it gives us a second ad spot so that isn’t directly in the newsletter." – Caitlin Burgoyne (29:23)
Host Reaction:
- Dylan: "It’s costing you nothing to incentivize the click… even if I don’t win this, I’m really interested in it… one of my favorite tips." (31:36)
Key point: Build layered CTAs to convert believers, amplifying monetization for both owned products and sponsors.

F. Relationship-First, Unscalable Tactics: Personal DM Outreach

Guest: Justin Moore (Creator Wizard)
Timestamp: 32:13–34:17

Strategy: Individually DM new followers on all platforms (X, Instagram, TikTok), vetting that they’re a good fit, and personally invite them to the newsletter.
Execution:
- Manually check bios/profiles for fit.
- Personalize by using recipient’s actual first name—even digging through their YouTube to find it.
- Use a template, but add context and warmth for each outreach.
Impact:
- Very high conversion rates in the early days.
- Sparked real relationships; recipients felt seen and valued.
Memorable Quote:
- "Anytime anyone followed me anywhere, I would DM them… the success rate was super high of people opting into the newsletter." – Justin Moore (32:13)
- "A lot of times people wouldn’t have their first name in their bio… so I would click through to their YouTube and… get their name from watching their content… People would be genuinely surprised that I took the effort." (33:37)
Host Reaction:
- Dylan: "This is very grassroots. This is like, when you’re starting out… for you to get like this, forget your thousand true fans, just trying to get like a hundred… anyone can do this." (34:41)
Key point: No automation replaces genuine, 1:1 connection in early growth.

3. Notable Quotes & Memorable Moments (with Timestamps)

Eddie Schlaner (04:38):
"It’s just this instant credibility that people see… length implies strength, heuristic at work."
Sam Vanderweelen (10:16):
"Once I got them to stop leaving Instagram, we got so many more email subscribers… I was shocked."
Ollie Richards (16:16):
"Can you 10x the time you’re available for coaching? Probably not… you can raise the prices and everything you do in coaching is now profit."
Nathan May (20:34):
"I think you are being financially irresponsible if you do not have a newsletter… every time I hit publish, I have a chance to get on a sales call with somebody."
Caitlin Burgoyne (29:23):
"We send them to this thank you page after they complete their poll… so it gives us a second ad spot that isn’t directly in the newsletter."
Justin Moore (32:13, 33:37):
"Success rate was super high of people opting into the newsletter… people would be genuinely surprised that I took the effort to find their name."

4. Important Segment Timestamps

03:22–07:08 Social Proof Avalanche w/ Eddie Schlaner
08:24–11:04 Frictionless Instagram DM Automation w/ Sam Vanderweelen
15:32–17:32 Self-Liquidating Flywheel for Ads w/ Ollie Richards
19:37–24:25 Private, Hyper-Targeted Newsletters w/ Nathan May
28:30–31:36 Bite-Sized Poll & Reward Tactics w/ Caitlin Burgoyne
32:13–34:17 1:1 Relationship-Building DM Tactics w/ Justin Moore

5. Hosts’ Reflections & Takeaways

Experimentation is Key:
- Chenell: "...the key here is experimenting and trying different things is going to far outweigh just trying to plug and play somebody else’s journey..." (37:30)
Match the Strategy to Your Business:
- Dylan: "If you can figure out the way you are actually driving business with your newsletter… that’ll help you decide which one of these might be worth your while..." (38:17)
Keep it Human First:
- "No automation replaces genuine, 1:1 connection in early growth."

6. Episode Structure

Introduction and celebration
Thematic review: Best tips, each with guest excerpt
Host analysis/discussion of each tip
Final thoughts on applying these strategies and the importance of fit/experimentation
Announcement: Short break for December, returning in 2026

7. Final Summary

Recommended Next Steps for Listeners:

Compare your own newsletter’s bottlenecks to each strategy discussed.
Try implementing one “friction-lowering” or “relationship-first” tactic this week.
Bookmark favorite timestamps for re-listening or sharing with collaborators.
Stay tuned for Growth In Reverse’s next season!

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Summary

Growth In Reverse Episode Summary

1. Overview of the Episode

2. Key Discussion Points and Insights

A. Building Social Proof: "The Social Proof Avalanche"

B. Frictionless Instagram Growth with Automation

C. The Self-Liquidating Flywheel: Monetize to Scale Paid Ads

D. Private/Invite-Only Newsletters for B2B Growth

E. Layered Conversion with Polls, Rewards, and Second Ad Slots

F. Relationship-First, Unscalable Tactics: Personal DM Outreach

3. Notable Quotes & Memorable Moments (with Timestamps)

4. Important Segment Timestamps

5. Hosts’ Reflections & Takeaways

6. Episode Structure

7. Final Summary

Recommended Next Steps for Listeners:

Summary

Growth In Reverse Episode Summary

1. Overview of the Episode

2. Key Discussion Points and Insights

A. Building Social Proof: "The Social Proof Avalanche"

B. Frictionless Instagram Growth with Automation

C. The Self-Liquidating Flywheel: Monetize to Scale Paid Ads

D. Private/Invite-Only Newsletters for B2B Growth

E. Layered Conversion with Polls, Rewards, and Second Ad Slots

F. Relationship-First, Unscalable Tactics: Personal DM Outreach

3. Notable Quotes & Memorable Moments (with Timestamps)

4. Important Segment Timestamps

5. Hosts’ Reflections & Takeaways

6. Episode Structure

7. Final Summary

Recommended Next Steps for Listeners: