customers

John Willshire uses Buttondown to run his Shopify store

Customer
John Willshire
John Willshire

Tell me a bit about yourself and your background.

My name’s John V Willshire! I founded Smithery (a Strategic Design Practice) in 2011.

Not long after starting Smithery, I came up with Artefact Cards as an experiment, and it became a side project that kept going.

So now we run both businesses, though the former is where the money comes from really, the latter pays for itself and a bit more. But they are related – I know that the Artefact Cards stuff has got us some work with Smithery.

A product shot of Artefact cards.
A product shot of Artefact cards.

What do you write about?

Interestingly, I’ve brought together three older email lists under this one:

  • an old Smithery one,
  • the Artefact Cards one from Mailchimp,
  • and one from Tinyletter that was daily drawing prompts.

Now, I position it as 'a collection of small pieces, loosely joined’, and cover Smithery and Artefact ones all in a single place. I’m also leaning in to it more about being a newsletter sent by me, rather than from either of the businesses.

I prefer Newsletters written by a person with a perspective. They’re certainly the ones I open and read more.

What made you decide to unite the brands, so to speak?

Firstly, I guess I prefer Newsletters written by a person with a perspective. They’re certainly the ones I open and read more. And given I’m notionally behind two things, I thought just having one perspective on that stuff would be better.

Secondly, practically, it gives me just one thing to write...

An example of John's design practice work
An example of John's design practice work

What inspired you to get started?

So, the longer version of the story —

I was Chief Innovation Officer at a Media agency before starting Smithery. I started a blog there back in 2007, and pivoted it to be the company website.

Because of the role, and the time I was doing it (2007-11), I was fairly invested in the core Web 2.0 emergence of social networks (Twitter, Tumblr, Instagram, Foursquare etc etc), and basically played around with lots of different platforms, exploring how communication was evolving.

It became apparent after starting Smithery that the ‘promise’ of social networks was being undermined by the commercial imperatives of the platforms, and so ran with the idea that newsletters, podcasts (and things you could subscribe too) would become increasingly important for creators: I wrote about that more here.

In that 2015 essay, you write about the promise of delivery from our social networks. What do you think has changed since then?

It especially resonates in the last few months, when Twitter structure has… changed, shall we say, and now engagement has basically plummeted off a cliff. So making connections, and making the media that supports those connections, has changed. Video is very much to the fore (I’ve done a few things on this, like here), there’s probably still a place for picture-based networks at the moment, but the broad generic post anything platforms seem to be dying off.

I did always think that these were training wheels for the social web - you need them to understand how social networks function, but then people will retreat to smaller communities afterwards.

So longer-form writing on blogs (or Medium) is less useful now than ever, because where do you push the links? We’re perhaps entering the age of being ‘famous for fifteen people’.

Newsletters, and subscriptions to them, are a better route now than having a blog. BUT – and I touched on some of this here the other week – we miss the macro picture when thinking in about the micro benefits.

What happens when EVERYONE is ONLY writing a newsletter?

That’s a lot of reading, and a lot of inbox to get through...

Where did you first learn of Buttondown, and what made you decide to give it a try?

From my friend Dan Hon - I'd looked at Substack for a bit, but then there was some wheeze they pulled which left with thinking I didn't want to host a newsletter there. I liked Buttondown’s starlight down the line approach, and there was something about it that made me think it’d slipped through from an alternate timeline where the web unfolded differently.

I’ve realised that things like IA Writer, where I can remove as much as possible from the background noise of the modern work reality, really helps the writing process for me.

What are some ways Buttondown has helped you run your publication?

Easy set up, ingestion of existing lists, etc. Much easier to just write than previous experience on Mailchimp. I’ve realised that things like IA Writer, where I can remove as much as possible from the background noise of the modern work reality, really helps the writing process for me. The co-operative help process you provide, and naturally get, with small entities online.

A snapshot of John's office.
A snapshot of John's office.

What are some things you’d be excited to see Buttondown build in the next few months?

Hmmm, good question - I also have to sort out various systems I use for PKM, collecting signals, that sort of thing, over the next month or so. I wonder if there are interesting ways to connect some of that stuff automatically into the bottom of etc newsletter somehow.

What advice would you give to someone starting their own newsletter?

“Be you, because everyone else is taken” - I can’t remember who said that, but yeah, seems legit.

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What customers say about Buttondown

Overall, Buttondown has been terrific to work with and I recommend them for anybody who's thinking of starting a newsletter or moving over like I did.
Andy Magnusson
Customer Engineering Leader
Wanna know how good Buttondown as a product experience is? I upgraded to Basic before sending the first email, and then upgraded again two days later.
Zak El Fassi
Founder, Zaigood Labs
Mailchimp lost me due to their inferior product and the nightmarish merry-go-around experience with their overseas support team. Buttondown won me over with their superior product and second to none customer service.
Sav Tripodi
CEO, Sanico Software
Your support is amazing and I deeply appreciate how available and helpful you are. I LOVE being able to turn tracking pixels off. I didn't even realize this was an option when I signed up and am SO HAPPY to not track people.
Andrea Mignolo
Method & Matter
I'm also impressed with how responsive you are, and how you directly answer customers. Makes it really clear that signing up for your service was a good decision.
Nicole Tietz-Sokolskaya
Software engineer and writer
Very happy with Buttondown, works smoothly, it's very configurable and I love the minimalist design of the UI. It makes me focus on my writing. Plus, I'm super happy to support independent software and I should mention - the support I receive whenever I have a question is warm and quick :)
Martina Pugliese
Data scientist and storyteller
I just tested the RSS to Email feature for one of my blogs and it was incredibly easy to set up. It took me about 30 mins to figure out the same feature in Mailchimp.
Nicolas Bernadowitsch
Blogger
This long weekend I fulfilled a long-standing promise to myself to switch my RSS-to-email provider from Mailchimp to Buttondown, and it’s been such a great experience. It’s cheaper, more flexible, less cluttered, and it’s run by Justin Duke who is just delightful and answered a bunch of my questions over the weekend (even though I asked him to please not!).
Rian van der Merwe
Director of Product at PagerDuty
I've been wrangling half a dozen tools to get my stuff up and running recently, almost all of which had some hiccup. Buttondown had zero. It did everything I expected and needed the first time.
Catherine Cusick
Self-Employed FAQ
I, like almost everyone else I've seen talk about Buttondown, am IMMENSELY happy and impressed with your customer service. It turns out we can have nice things, which is really refreshing.
Ed Yong
Staff writer, The Atlantic
Email makes the world go ‘round, and Buttondown is how I manage it all for my keyboard projects.
Tim van Damme
Founder, MVKB
It's a truth, that should be more universally acknowledged, that Buttondown is the best newsletter software. Simple, does exactly what it sets out to do, and reasonably priced.
Noel Welsh
Founder, Inner Product
Buttondown is the perfect fit for my headless newsletter use case. And I contacted support with some specific requests and Justin responded within 30 minutes with great answers and a nice pinch of charm.
Sam Roberts
Software engineer, Tamr
Hands down the easiest way to run a newsletter - and the free version is generous!
Javeed Khatree
SEO expert
With API and Markdown support, you can build workflows that make it so easy to write.
Westley Winks
Peace Corps
I’ve never enjoyed writing newsletters as much as I do with Buttondown.
Kevin Lewis
You Got This!
Buttondown remains the easiest thing I use regularly, and I am grateful for that.
Casey
Journalist
It's a humble app doing a common job but with end users in mind.
Si Jobling
Engineering Manager
Buttondown has been an amazing experience for me. The service is constantly being improved and customer service is the best. My newsletter with Buttondown has grown from a fairly small list to over 15,000 subscribers, and it hasn't broken a sweat yet.
Cassidy Williams
CTO, Contenda
I switched over to Buttondown from Mailchimp because of the difficulty I had with Mailchimp's campaigns, so Buttondown's easy and user-friendly system has been a genuine breath of fresh air.
Jessi Eoin
Illustrator + Comic Artist
You’ve truly built a great product that I feel good about using (vs a monopoly from our tech overlords).
Rachel
2030 Camp
I love how personal Buttondown feels, especially compared to Mailchimp, Convertkit, and services like that.
Simen Strøm Braaten
Designer
This product has been exactly what I’ve needed!
Nathan Bird
Podcast host, Chattanooga Civics
It's already so refreshing compared to the mega companies.
Casey Watts
Author, Debugging Your Brain
Definitely will be using for the foreseeable future. It’s a great service and I feel well cared for. Thank you!
Phoebe Sinclair
Author
I’m a sucker for elegant UI and I really love your site, but above that I think your product has so much value for so many different people. I’m not a coder, I’m only familiar with the bare basics, but I was able to figure out and utilise Buttondown quickly.
Claudia Nathan
Founder, The Repository
The killer feature for me: Buttondown will take an RSS feed then automatically slurp up the content (in their words) and then send it to our subscribers. Job done. They seem like a good company too, so I’d say this is a winner.
Andy Bell
Founder, Set Studio
As a recent user of Buttondown, they are super on the ball. A week ago I discovered a security vulnerability and reported it on Friday afternoon. They acknowledged and fixed it in under two hours. On a Friday night! Talk about going above and beyond for your users!
Predrag Gruevski
Principal Engineer, Kensho
Well may I just say your support experience is already approximately 1 billion times better than ConvertKit. Excited to be switching!
Michael J. Metts
Author, Writing is Designing
Privacy focused sending and sign up form; lets me focus on writing - editor is "just" markdown; simple, elegant design template looks like a blog post; the founder is amazing - he's helped with every question I've had, even outside of Buttondown.
Joe Masilotti
Founder, RailsDevs
We need more nice and professional services like yours on the web.
Tobias Horvath
Designer and developer
No one is paying me to say this, but I love @buttondown so far for my lil newsletter. It’s so smart, simple, and attractive (and to my knowledge, not actively anti-trans!). Customer service is also legitimately excellent.
Julie Kliegman
Copy chief, Sports Illustrated
I love it! It lets me breathe, not compete as I write with other writers.
Devin Kate Pope
Writer and editor
It’s a pleasure working with you. Thank you! (And what a contrast with Mailchimp, where I spent two weeks and a dozen of emails trying find out why our form goes down sometimes (only sometimes), and never really got a real answer.)
Anton Sotkov
Software Engineer, IA
Buttondown exemplifies how I wish most software worked, and I hope to achieve a similar thing with the software I develop in the future.
Matt Favero
Software engineer
It feels incomparably good to be able to email just like a guy named Justin when you have a @buttondown question 15 minutes before you’re about to blast a Geistlist email. (Not a guarantee but wow this guy is human-level good.)
Jacob Ford
Designer About Town
Enter Buttondown, Justin Duke’s lovely little newsletter tool. It’s small, elegant, and integrates well. And it is also eminently affordable.
Will Buckingham
Author
Your settings page is a joy to use and everything about Buttondown makes me happy.
Gareth Jelley
Magazine editor
have been on Buttondown for ~18 months and I can't recommend it enough.
Elizabeth Minkel
Podcast host
You really do make ALL other customer service look terrible by comparison.
Chris Mead
Improv teacher
There is a caring person on the other side of this software, which is one of the things I like the most about Buttondown.
Keith Calder
Film & TV Producer
I’d also like to add that @buttondown is an absolute joy to use. Hats off, Justin!
Elliot Jay Stocks
Creative Director, Google Fonts
Shoutout to @buttondown and @jmduke for building an amazing bootstrapped product for newsletters, all while being very open to feedback and connecting directly with customers 🙏 Easily one of the most enjoyable product experiences I've had.
Den Delimarsky
Head of Ecosystem, Netlify
if you are looking for "newsletter tool for hackers" i tentatively believe the answer is @buttondown full api, compose in markdown, good docs for setting up domain auth, simple subscribe form HTML that you style yourself (or not)
Brian David Hall
Author, Your Website Sucks
I really like @buttondown as a blogging platform, it has the simplicity of Substack but the corporate culture is less toxic.
Chad Loder
Extremism researcher
I worked with @buttondown and asked for some new payment support beyond the supporter single tier / pay-what-you-want options. Justin was great and built it in just a couple days.
Dan Hon
Author & consultant
I write nonfiction and I use @buttondown buttondown.email/Changeset - indie, GREAT personal customer support, very nice default styling, all the options I want including ones to protect my readers' privacy
Sumana Harihareswara
Open source maintainer
I use @buttondown because it does exactly what I need (manage subscribers and send markdown emails), not more and not less 👍 As a bonus it's made by an indie dev which I love!
Max Stober
Founder, GraphCDN
If you’re considering running an email newsletter, or if you already run one and are considering a change of provider, I highly recommend @buttondownemail. Super-easy app, very fair pricing with a generous free tier, and exemplary support. 💯
Peter Gasston
Technologist and speaker
imo @buttondown is easily one of the best-designed services i’ve used in recent years, if you have a substack you should really consider switching!
Kabir Goel
Engineer, Cal
Thanks for getting me excited about email newsletters again.
Garrick van Buren
I'm very thrilled that I can just write in Markdown without having to deal with email builders and all that crap.
Parham Doustdar
Thanks again for all the help! You’ve really turned something super complex into something super easy – sending new issues is as simple as firing off a text message.
Kartik Chaturvedi
Thanks for creating a simple way for people who want to, like, put words in a hole and have it sent to people... I am just thankful that something just nice and human exists on the internet.
Emmanuel Quartey
I tried 3 other newsletter services today and I felt like wanting to rip my hair out. They were all painfully slow. I'm so glad I found Buttondown.
Mohamed Elbadwihi
I’ve found Buttondown to be a great fit for my workflow and have been delighted by all of Justin’s thoughtful features and improvements to the product.
Michael Lee
Like seriously, so many lovely little easter eggs in one could-be-boring service.
Alexandra Muck
I just switched over from Tinyletter and I'm really excited to have found a place to host my tiny newsletter that doesn't seem like it's assuming everyone sending newsletters is an email marketer / growth hacker.
Tessa Alexanian
I'm in love with the simplicity of Buttondown.
Ekfan
I’ve used similar tools in the past and Buttondown is by far the simplest to use and most promising.
Fabrizio Rinaldi
Thank you for creating such a simple and brilliant tool. I’ve just signed up and the experience has been smooth and painless (the docs are great too!)
Oliver Holms
As a developer who has hated every email system I've ever used this is so nice.
Drew Hornbein
I wish I still wrote a newsletter just so I could use buttondown again. It’s like that.
Steven Kornweiss

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