Hit 1,000 email subscribers and honestly I dont get what changed

I've been sending a weekly newsletter for my roofing company for like 14 months now. Last Tuesday I crossed 1,000 subscribers and I keep staring at the number like it's a typo. My open rate has been stuck around 32% for months, nothing crazy. But the last two issues got shared around some local Facebook groups in Phoenix and suddenly I gained 200 people in one week. I did change my subject lines from "Roof Tips" to something more specific like "Why Phoenix summers wreck your shingles" but that was weeks before the jump. I also started adding a simple before and after photo of a job we did, no filters or anything. Honestly I thought email marketing was dead or at least dying for small local businesses. Now I'm wondering if I should double down on the newsletter and pull back from Instagram ads which cost me about $300 a month. Has anyone else had a random subscriber spike and figured out what actually caused it?

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lisa8391mo ago

Isnt it wild how the exact thing you least expect is what finally clicks? It sounds like that local Facebook sharing plus your more personal subject lines made people feel like you were talking directly to their summer frustrations, which is way stronger than any ad. Sometimes the slow, honest stuff builds trust in the background and then just EXPLODES when the right people see it, and thats probably your real signal to trust the newsletter more than the ads.

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