Morning Brew sends 4 million emails every morning. Most people think their secret is the news curation or the clean design.

Wrong!

It's the tiny inside jokes they bury mid-email that only make sense if you've been reading for weeks.

They create callbacks. Little references to past emails. Running gags. A "you get it" moment that makes you feel like you're part of something.

That's how you turn readers into a tribe—make them feel like they'll miss something if they unsubscribe.

Pick one phrase or meme and use it in every email.

Could be how you sign off, a recurring character, or a running joke about your product.

Example: I use my philosophy to close the email. Watch the last line for the next week ;)

After 4 weeks, that phrase becomes yours.

See you during tomorrow’s lesson,
Pavan

P.S. What's your favorite newsletter callback? Hit reply. I'm collecting these.

No screenshot needed. You know what to do.