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.
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 Love? How 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.