When Daniella Pierson was a sophomore at Boston University, she didn’t have time to visit her favorite websites every morning, so she decided to create a newsletter that would deliver the content she and her friends wanted to read before starting the day. "I wanted an easier, more digestible way to consume the content I was interested in, while also being motivated and delighted in the process," she recalls. Now her newsletter reaches 300,000 people and she leads an eight-person team at her very first post-graduate job.
Tiffany Von
Daniella Pierson, founder of The Newsette.
Elana Lyn Gross: How did you decide not to feature "negative" or political news and what would you say to people who are critical of the decision?
Daniella Pierson: I decided to omit politics from our daily coverage because I wanted to position The Newsette as a light, positive and delightful read. These days, hard-hitting news can bring you down first thing in the morning, so it’s nice to take a little mental break, even for just five minutes.
Some people have remarked that deciding not to cover politics is somehow ignoring or trivializing critical issues going on in the world, but I disagree. We encourage our readers to be informed and stay up-to-date on those important topics—there are plenty of incredible sources for that news—we just choose to be a brief timeout from that sort of content. Our ethos is rooted in delivering inspiring and captivating content, which we do via our email newsletter and website every morning.
Gross: What has been the biggest challenge and, on the flip side, the biggest reward of starting Newsette?
Pierson: The biggest challenge of starting The Newsette has been hiring the right people. When looking to fill open positions, it’s crucial for the person to not only succeed in the role but also fit the company’s culture. Our work environment is very positive and collaborative, and it’s essential for any team member we bring on to be able to adapt to that. I’ve made some mistakes, but they’ve only helped us hone in on our distinct Newsette culture.
The biggest reward of starting The Newsette has been the fact that I get to do what I love, on my own terms, every single day. Keeping the team lean for so long made it so I never had to take on external financing, meaning I am 100% in charge of our company’s destiny.
Gross: What are your responsibilities as CEO and founder of Newsette?
Pierson: Every day is different, but there are some core aspects of my job that never change. For instance, every weekday I wake up bright and early to assemble the newsletter. Now that I have a larger team, this process has gotten easier, but I still play a heavy role in the product we send out. Along with putting together the newsletter, I also oversee the entire editorial process, direct photo shoots, manage our accounting, help with strategic growth and head all business operations. Sometimes it seems like a lot, but then I look back to a year ago when it was just me, and I remember that I had to wear about twenty more hats.
Gross: What is your advice for other entrepreneurs who want to scale a newsletter?
Pierson: I advise anyone trying to grow an email newsletter to first and foremost define the value they are bringing via their daily, weekly or monthly email. Then, identify the audience that would benefit most from what you are offering, and find out where they are. Once you know those answers, you’ll be able to target your ideal audience through either strategic or paid initiatives. I am a big proponent of being scrappy when growing your audience, which is why for the past two years we haven’t done any paid marketing other than an occasional Instagram campaign. Leverage the audience you already have to team up with others with similar reach, grow your list organically and ask your most engaged readers to share it with their friends. In the end, you’ll save funds and have an audience that truly cares about your content.
Gross: What's the biggest lesson you learned at work and how did you learn it?
Pierson: You need to be able to lean on and trust others with important tasks. For the first two and a half years, the team consisted of me, myself and I, so handing over the reins to others has been difficult for my Type A Personality. However, our incredible team has not only helped us grow our audience, advertising sales and creative capabilities but also aided us in becoming a better publication with more diverse points of view and aesthetics. It’s hard as an entrepreneur to put your baby into someone else’s hands, but it truly is essential for growth.
Gross: What is one thing that you wish you had known when you were starting out your career?
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