I love Lenny, why email newsletters are making a comeback

I love Lenny, why email newsletters are making a comeback

I am having a girl crush on Lena Dunham, the actress, creator and feminist writer, not for the iconic TV series, “Girls“, but for the email newsletter, Lenny, marking the comeback of email newsletters.

What is Lenny

Lenny started in 2015, it is a collaboration between Lena Dunham and her writing partner Jenni Konner.

It’s not your typical corporate email newsletter sending you promotions, discounts, vouchers, and a series of not so interesting links. It’s really good prose that drops into your inbox twice a week.

Lenny is about in-depth articles and interviews with people like Amy Schumer. And because you are Lena you can get face time with Gwyneth Paltrow. She’s not afraid to touch on periods, check out Menstrual Cycling, talk about race in America read  The Ferguson Syllabus. And do you remember Hard Candy nail polishes, the fashion statement of the 90s. They started in the founder, Dineh Mohajer’s home as a kitchen table business. Lenny covers culture, politics, health, style, original short fiction and even horoscopes or Lennyscopes – existential predictions. Mine for this month is so very true!

What I love about Lenny is the variety of topics, the depth in which they are covered and of course the writing. Really good writing.

Lenny is a big hit

The stats speak for themselves. By March this year Lenny had 400,000 subscribers, and a 65 per cent open rate – that is amazing. The content is published on the Lenny site, Lenny Letter, which had 600,000 unique visits in February.

Data: NiemanLab

The email newsletter comeback

It seems that the email newsletter is having bit of a renaissance. People are signing up, to have, dropping into their inboxes a dose of the written word.

The email newsletter is no longer old school media.  According to the New York Times, newsletters are clicking because readers have grown tired of the endless stream of information on the Internet, and having something finite and recognizable show up in your inbox can impose order on all that chaos.

Why are email newsletters gaining in popularity? Because they are intimate, private, it’s just time between you and the writer. And readers remain loyal.

What’s dropping into my inbox?

I’ll let you take a little peak. Not all of these are pure email newsletters.

Everyday I get the latest from The Pool, that produces great quality content. It covers art, culture, news, fashion, work, health, food – pretty much everything I am interested in. It also has a great team of writers, Lauren Laverne, Sali Hughes, Laura Craik, Viv Groskop – just to name a few.

Ask Polly is an advice column that features in the New York magazine; Heather Havrilesky is the writer behind Ask Polly. She responds to questions such as I’m Broke and I Hate My Job (yup been there!), Am I Too Anxious to Ever Find LoveHow Do I Dump My Crappy Best Friend?  How Do I Accept Myself and Fit In? Ask Polly drops into my inbox every Wednesday.

Brain Pickings, is the newsletter by the Brooklyn based blogger, Maria Popova. Brain Pickings started off as an email to friends but has grown to the amazing missive of knowledge. Maria covers current events, history, culture. It’s candy for the mind. It might not be everyone’s cup of tea, but I love it. Brain Pickings drops into my inbox every Sunday.

Keep Calm and Carry On Linking Sunday



  1. October 15, 2016 / 12:39 pm

    I have not heard of this newsletter but I love Lena. She is great and super controversial. I bet the content must be the same. I will have a look as it sounds really interesting. Thanks so much for sharing this at #KCACOLS. It is lovely to have you, 🙂 x
    A Moment With Franca recently posted…Multimedia Screening of StorksMy Profile

  2. October 14, 2016 / 10:18 am

    I’ve not heard of this before but it sounds really interesting. Will have to check it out #KCACOLS
    Maria recently posted…Top Tips For Selling On eBayMy Profile

    • Tooting Mama
      October 14, 2016 / 9:49 pm

      Do take a look, I love her writing and the topics she covers. Lena’s pretty awesome!

    • Tooting Mama
      October 11, 2016 / 6:16 pm

      I love it, give it a try.

  3. Yvonne
    October 10, 2016 / 12:10 pm

    I didn’t know anything about this newsletter and I love Lena Dunham! I am going to have to check this out and sign up, thanks for the tip 🙂 x

  4. October 10, 2016 / 10:38 am

    I’m a big fan of Lena Dunham too, she’s funny and clever and I love the new wave of outspoken feminists. Might sign up myself!

    • Tooting Mama
      October 10, 2016 / 10:48 am

      I think you should!

  5. October 10, 2016 / 8:45 am

    I have heard of Lena Durham, but I had no clue this newsletter existed. I have to completely agree with you on them becoming more popular, though. It’s so much easier to subscribe to your favourites sites than having to open a web browser and visiting all the different sites out there to see if there’s something new out there. A newsletter saves so much time and is less overwhelming x

    • Tooting Mama
      October 10, 2016 / 10:21 am

      I ‘m really into e-newletters now, it’s nice little treat in your inbox!

  6. October 10, 2016 / 8:27 am

    I absolutely love Lena Denham, I think she’s really funny but as you said not afraid to touch upon topics others might not. I might have to subscribe to this x

    • Tooting Mama
      October 10, 2016 / 10:21 am

      I think you should! It’s a great, thought provoking read.

  7. October 9, 2016 / 5:02 pm

    I’d not heard of this before but I’m pretty sure I need to see it for myself!

    • Tooting Mama
      October 9, 2016 / 7:28 pm

      Do check it out, all the articles are on the Lenny website, I love it!

  8. October 9, 2016 / 10:31 am

    Ah this sounds great! So important for those that can to talk about issues that actually matter! I really need to start an email newsletter! Thanks so much for linking up to #kcacols we hope to see you back again next time!
    Kat recently posted…My Favourite Movies – #Blogtober16My Profile

    • Tooting Mama
      October 9, 2016 / 7:28 pm

      Hey go for it! And let me know when you do!

    • Tooting Mama
      October 9, 2016 / 7:25 pm

      Oh please do, I think it’s brilliant.

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