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WTF
Is a
Newsletter?

Free for four weeks, 15 minutes a week, until writing your newsletter actually feels easy.

In four weeks, you’ll know

In four weeks, you’ll know

1

Week 1 · Oct 22

Exactly what your newsletter should be about.

Exactly what your newsletter should be about.

2

Week 2 · Oct 29

What’s working in your emails and what isn’t.

What’s working in your emails and what isn’t.

3

Week 3 · Nov 5

How to decode the secret messages your subscribers send you.

How to decode the secret messages your subscribers send you.

4

Week 4 · Nov 12

How to use a structure that makes writing it easy and repeatable.

How to use a structure that makes writing it easy and repeatable.

The newsletter is always the thing that gets pushed to tomorrow.

The newsletter is always the thing that gets pushed to tomorrow.

Somebody told you that you need a newsletter. Nobody told you what it’s for, which numbers matter, or how to write one without losing your whole Sunday.

That’s not a you problem. Nobody ever showed you how to make it easy.

Today’s list

Reply to DMs

Invoices

Post on Instagram

Newsletter → tomorrow

Actually do the work

Newsletter → tomorrow for real

Newsletter (it’s 11pm and it goes out tomorrow)

WTF do I need a newsletter for?

Because right now, somebody else decides whether your people ever hear from you.

Social media

You’re renting.

An algorithm decides who sees your posts.

A hacked password or a policy change can wipe your account overnight.

Your followers belong to the platform, not to you.

Social media

You’re renting.

An algorithm decides who sees your posts.

A hacked password or a policy change can wipe your account overnight.

Your followers belong to the platform, not to you.

Your newsletter

You own it.

Every subscriber’s email address is yours to keep.

You land in their inbox, not a feed that scrolls right past you.

Showing up every week builds trust that turns readers into buyers, much faster than social ever will.

Your newsletter

You own it.

Every subscriber’s email address is yours to keep.

You land in their inbox, not a feed that scrolls right past you.

Showing up every week builds trust that turns readers into buyers, much faster than social ever will.

Without one, you’re missing a direct line to every person who already raised their hand and said, “I’m interested.”

Start building your list this Thursday.

Four Thursdays. One video and one worksheet each.

01

Thu Oct 22

WTF Is a Newsletter?

Know what your newsletter is actually for, so you stop starting from scratch every week.

Worksheet

WTF Is My Newsletter?

Drops Thu Oct 22

01

Thu Oct 22

WTF Is a Newsletter?

Know what your newsletter is actually for, so you stop starting from scratch every week.

Worksheet

WTF Is My Newsletter?

Drops Thu Oct 22

02

Thu Oct 29

WTF Is an Open Rate?

Picture knocking on every door on your street and counting who answers. That’s your open rate. Find it, and stop worrying about the other numbers.

Worksheet

WTF Is My Open Rate?

Drops Thu Oct 29

02

Thu Oct 29

WTF Is an Open Rate?

Picture knocking on every door on your street and counting who answers. That’s your open rate. Find it, and stop worrying about the other numbers.

Worksheet

WTF Is My Open Rate?

Drops Thu Oct 29

03

Thu Nov 5

WTF Is a Click Rate?

Opens are window shoppers. Clicks are the people who walk in. See what they walk in for, so you stop guessing what to write.

Worksheet

WTF Are My Readers Clicking?

Drops Thu Nov 5

03

Thu Nov 5

WTF Is a Click Rate?

Opens are window shoppers. Clicks are the people who walk in. See what they walk in for, so you stop guessing what to write.

Worksheet

WTF Are My Readers Clicking?

Drops Thu Nov 5

04

Thu Nov 12

WTF, It Can Be Easy?

Write the way you already tell stories. That’s where easy comes from.

Worksheet

WTF Is My Storytelling Type?

Drops Thu Nov 12

04

Thu Nov 12

WTF, It Can Be Easy?

Write the way you already tell stories. That’s where easy comes from.

Worksheet

WTF Is My Storytelling Type?

Drops Thu Nov 12

Small enough to finish in 15 minutes.

Small enough to finish in 15 minutes.

Open.

Pull up your email tool in another tab.

Answer.

Short questions, like “where did you find your open rate?”

Done.

That’s it. Go back to running your business.

Works with Substack, Kit, beehiiv, Mailchimp, or whatever you use. No newsletter yet? Start with Worksheet 1.

Worksheet 1

WTF Is My Newsletter?

WTF Is My Newsletter?

Worksheet 2

WTF Is My Open Rate?

WTF Is My Open Rate?

Worksheet 3

WTF Are My Readers Clicking?

WTF Are My Readers Clicking?

Caleb laughing on a vintage couch
Caleb laughing on a vintage couch

Hey, I’m Caleb.

I inject dopamine into newsletters. I’ve helped creators and creator companies turn their email from a chore into the thing their readers look forward to. I know what it’s like when the newsletter hangs over your week, so I skip the dashboards and explain email like real life: knocking on doors, window shoppers, dinner parties.

I inject dopamine into newsletters. I’ve helped creators and creator companies turn their email from a chore into the thing their readers look forward to. I know what it’s like when the newsletter hangs over your week, so I skip the dashboards and explain email like real life: knocking on doors, window shoppers, dinner parties.

Cross the newsletter off for good.

Cross the newsletter off for good.

Typing on a blue iMac showing the Actually Fun Email logo

Vote for the next WTF

Anonymous. Pick as many as you like.

Quick questions

I barely have time for my business. Do I have time for this?

Do I need a newsletter already?

Which email platform do I need?

Is it really free?

What shows up in my inbox?