Latest / The Newsletter Podcast with Fexingo: Substack, Beehiiv, and Email Newsletter Business / Why Newsletters Are Turning Comments Into Communities
Transcript
- Lucas: So there's this assumption that a newsletter is a broadcast — you write, they read, end of story. And for a long time that was true. But in the last year, a lot of the top independent writers have flipped that model. Luna: You're talking about the comment-section pivot. I've noticed it too — some newsletters now feel more like a forum than a publication. Lucas: Exactly. Substack rolled out a pretty significant comment redesign back in February 2026 — threaded replies, better moderation tools, the ability to pin a comment. And the data they shared with a few writers is striking. Writers who actively engaged in their own comment sections saw a 40% higher conversion rate from free to paid subscribers compared to writers who didn't. Lucas: That's not just a nice to have. That's a direct revenue lever. And it makes sense — if you feel like you're part of a conversation, you're more likely to pay to stay in it. Luna: Right, and Beehiiv has been pushing their 'Threads' feature too. It's essentially a lightweight comment system built into every newsletter. I've been tracking a few smaller newsletters that use it, and the engagement numbers are real. Luna: One writer, a marketing analyst named Priya Kaur, went from about 4,000 free subscribers to 600 paid in six months — and she credits the comment threads for most of that growth. Lucas: If these marketing conversations have sparked something you've actually used — maybe a tactic, a tool, a new way of thinking about your own newsletter — a couple of dollars a month is genuinely what keeps these going. Buy me a coffee dot com slash fexingo, if you've gotten something out of them. Luna: Yeah, it's the little things that add up. We don't do ads, so listener support is what keeps the lights on. Lucas: So back to comments — the key insight isn't just that comments exist. It's that the most successful writers are treating them as a product feature, not an afterthought. Luna: What do you mean by 'product feature'? Lucas: I mean they're designing the comment experience deliberately. Some writers post a 'weekly open thread' where subscribers can ask anything. Others use the comment section to tease upcoming content — 'I'm working on a piece about X, what are you curious about?' That turns the comment section into a content planning tool. Lucas: And then there's the 'comment roundup' email — a separate newsletter that curates the best comments from the week. One writer I talked to saw a 25% increase in open rates just by adding that roundup as a midweek send. Luna: That's smart because it gives people a reason to check the comments — they know there's a chance their comment might get featured. It's a feedback loop. Lucas: Exactly. And the data backs it up. Substack internally shared that newsletters with regular comment activity have a 50% higher retention rate over six months compared to those without. So it's not just about conversion — it's about keeping people around. Luna: But there's a flip side. Comments can be a distraction. If you're spending an hour a day replying to comments, that's an hour you're not writing the next issue. Lucas: That's the tension. The writers who do it well set boundaries. They might only engage with comments for 20 minutes after publishing, or they use the Substack app's moderation tools to filter out low-effort posts. The goal isn't to reply to everyone — it's to create a space where the best conversations rise to the top. Luna: So what about newsletters that are still on Mailchimp or ConvertKit — platforms without native comments? Is it worth adding a third-party tool? Lucas: Some writers use a simple Google Form embedded in the email to collect questions, then publish a Q&A issue. Others use a dedicated Discourse forum or a Slack community. But the friction is real — every click away from the inbox reduces participation. Lucas: I think the real opportunity is for platforms like Beehiiv and Substack to make comments feel native and seamless. And they're investing heavily in that. Luna: I also wonder about the quality of comments. If you have a big free list, you might get a lot of noise. How do you keep the signal? Lucas: Substack has a feature where you can restrict commenting to paid subscribers only. Some writers do that for certain threads. Others use a 'comment preview' — every comment goes into a moderation queue before it's visible. It's more work, but it keeps the tone constructive. Lucas: One writer I follow — a finance newsletter called 'The Compound' — has a rule: no self-promotion in comments, no one-liners. Every comment has to add something. And the community self-polices it. Luna: That's the ideal state, right? When the community starts moderating itself. Lucas: Right. And when that happens, the newsletter becomes more than a publication — it becomes a network. And networks are harder to leave than inbox subscriptions. Luna: So for a newsletter creator listening right now, what's the one thing they should do this week? Lucas: Start a weekly open thread. Just one email a week where you ask readers a single question — something related to your niche. Then in the next issue, share the best responses. You'll be surprised how quickly people start showing up. Luna: And if you're on Beehiiv, you can set up a thread right in the email. If you're on Substack, just enable comments and start the conversation yourself. Lucas: Yeah, the first comment often sets the tone. So if you're the writer, be the first to respond to your own piece. Ask a follow-up question. Show that you're listening. Luna: I think that's the real shift — from thinking of the newsletter as a one-way pipe to thinking of it as a two-way conversation. And the data is pretty clear that the two-way model wins.