#Expand List

[techsavvy-agcy]

How do I grow my email list from scratch?

How do I grow my email list from scratch?

Level Up Your List: Getting More Email Subscribers in 2025

Building a strong email list will remain a key component of successful digital marketing in 2025.  It's your direct access to your target audience, allowing you to cultivate leads, market products, and establish a devoted following.  But, in an increasingly noisy digital market, how do you cut through the clutter and attract more people to click the subscribe button? Here are 11 concrete tactics for growing your email list in 2025, with examples from the Indian industry to illustrate each.

1. Craft a Compelling, Irresistible Offer:

Generic "Subscribe to our newsletter" calls to action are ineffective. You must provide true value in exchange for an email address. Consider exclusive content, discounts, early access, free resources, or helpful recommendations.

Example: Imagine a popular online learning platform like Unacademy offering a free "Career Guidance E-book" specifically for students preparing for competitive exams, accessible only upon email subscription. Or, a fashion e-commerce brand like Myntra could offer a special "₹300 off on your first order" for new email subscribers. This tangible benefit incentivizes sign-ups.

2. Make It Incredibly Easy to Subscribe:

Friction is the enemy of conversion. Make sure your signup forms are visible, easy to discover, and demand minimal information. Begin by filling out the relevant areas, such as your name and email address.

Example: Consider the straightforward signup process on Zomato or Swiggy's website. They often feature a clear call to action on their homepage and within their apps, asking for just an email or phone number to get started with updates and offers. A lengthy form asking for too much information upfront would likely deter users.

3. Use AI-Powered Personalization:

Personalized experiences are in; generic blasts are out. Deliver individualized content and offers using AI to comprehend user behaviour, preferences, and previous interactions.  This can also apply to your registration procedure.

Example: An online grocery platform like BigBasket or Gofers could use AI to suggest relevant signup offers based on a user's browsing history. For instance, someone frequently looking at organic products might see a sign-up offer for a discount on organic groceries. Similarly, AI could personalize the welcome email with product recommendations based on initial browsing activity.

4. Optimize Your Signup Forms for Mobile Users:

Your signup forms need to be perfectly mobile-friendly because a large percentage of Indian internet users access the web through mobile devices.  Make sure they feature call-to-action buttons that are easy to see, load quickly, and are simple to complete on smaller screens.

Example: Consider the mobile experience of popular Indian news apps like Times of India or NDTV. Their subscription options are usually presented in a clean, vertical layout that's easy to navigate and fill out on a smartphone. Avoid cluttered designs or tiny input fields that can frustrate mobile users.

5. Leverage QR Codes in Strategic Locations:

QR codes provide a seamless transition from offline interactions to online subscriptions. They can be applied to physical marketing materials, in-store displays, event booths, and even product packaging.

Example: A local coffee shop chain like Cafe Coffee Day (CCD) could place QR codes on their takeaway cups or table tents, leading customers to a signup page for exclusive offers and loyalty program updates. Similarly, a clothing brand like Fabindia could include QR codes on its garment tags, directing customers to subscribe for style tips and new collection announcements.

6. Engage New Subscribers Immediately with a Thank-You Page:

When someone subscribes, there is a possibility for high engagement.  Don't just give a generic "thank you." Use this page to fulfil the promised deal, provide valuable introductory material, and invite additional involvement, such as following you on social media or browsing your website.

Example: When someone subscribes to the newsletter of a shoe company like Adidas, it also delivers a welcome discount code and encourages subscribers to act fast by adding the date when the offer becomes invalid. That’s the sense of urgency in action:

7. Allow Subscribers to Choose Their Preferences:

Giving members control over the content they receive can greatly increase engagement and lower unsubscribe rates. Implement preference centers where users may choose which topics they are interested in.

Example: A media house like India Today could allow subscribers to choose which news categories they want to receive updates on – politics, business, sports, entertainment, etc. This ensures that users only receive content relevant to their interests, increasing the likelihood of them staying subscribed.

8. Grow Your List Through Social Media & Communities:

Your existing social media followers and members of relevant online communities are ideal prospects for your email list. Promote useful offers and signup links on your social media sites, and actively participate in communities where your target audience hangs out.

Example: A beauty and skincare brand like Nykaa actively promotes its newsletter and exclusive offers on its Instagram and Facebook pages with compelling visuals and clear calls to action. They might also engage in beauty-focused online communities, subtly mentioning their newsletter as a source for expert tips and exclusive deals.

9. Improve Your Subject Lines with AI & Data Insights:

Your email's subject line serves as its gatekeeper.  Use AI algorithms and historical email performance data to create appealing and clickable subject lines that grab interest and promote opens.

Example: Instead of a generic "Our Latest Collection," an AI-powered tool might suggest a subject line like "🔥 New Arrivals You Won't Want to Miss! (Inspired by Mumbai Fashion Week)." Analyzing open rates of past emails with emojis and time-sensitive language can inform future subject line strategies for brands targeting the Indian audience.

10. Use Gamification to Encourage Signups:

Add fun and incentive aspects to your signup process.  This could include contests, quizzes, or interactive components that encourage users to offer their email addresses in exchange for a chance to win something or access special material.

Example: An online gaming platform like Mobile Premier League (MPL) could run a limited-time contest where new email subscribers get a free entry into a high-stakes game. Similarly, a food delivery app could offer a "spin the wheel" on their signup page, where users can win discounts or free items in exchange for their email.

11. Turn Your Email Preview into a Click Magnet:

Many email clients provide a brief preview of the email content. Optimize the preview language to add curiosity and entice people to open the email.  This is an extension of creating compelling topic lines.

Example: If your subject line is "Exclusive Diwali Offers Inside!", your preview text could read something like "Unwrap the festive discounts on your favorite sweets, lights, and gifts – limited time only!" This creates a sense of urgency and highlights the value proposition from the inbox preview.

Implementing these tactics, which are suited to the nuances of the Indian market, can dramatically increase your email subscriber growth in 2025 and create a valuable asset for your organization.  Remember to test frequently, analyze your results, and tailor your approach to what resonates most with your target audience.  Good luck! 

[randomgirlyoudontknow]

love is stored in the fictional couple i’ve gotten overly invested in

[nanamiskentos]

pick your love story °🍵⋆.ೃ࿔*:･ jujutsu kaisen edition (sfw)

gojo satoru ☆ childhood friends to lovers

loves to tease you, and he'll always poke your cheek, ruffle your hair, or steal your food just to get a reaction. if you're shy or quiet, he lives to make you flustered. buys the most ridiculous gifts, including matching sunglasses and designer items that cost more than your rent. acts like your personal heater, always draping himself over you, wrapping his long arms around your shoulders, or sneaking his hands under your sweater to press them against your skin. if someone flirts with you? well, he's throwing him arm around you so dramatically, calling you his 'beloved' in the most obnoxious way possible. if the person doesn't back off, his carefree tone disappears and he gives them a chilling smile. loves late night drives and cafe dates, he's so the type to blast music in the car and sing off-key on purpose, always laughs when you tell him to zip it. his love language is definitely physical touch and words of affirmation, and he needs to be touching you at all times, and he constantly reminds you how much he loves you in different playful and heartfelt ways <3 he's even softer when he's sleepy, nuzzling into your neck and shit, voice always dropping to a quiet murmur as he spills whatever's on his mind.

geto suguru ☆ best friends to lovers

pretty chill, protective and a faux deep thinker type of guy. gentle and attentive, always knowing what you need before you even ask. if had a rough day, he's gonna run you a bath and try to get your favourite drink. tries to sit still and listen patiently while you rant. lowkey a bit overzealous when it comes to jealousy, but never petty. he doesn't get outwardly possessive. but if someone flirts with you, he'll wrap an arm around your waist and give the person a pretty sharp look, enough that they'll back off and shit. always takes pictures of you, and he has an entire album of random shots of you reading, laughing or even just existing bc he really does think you look beautiful in every moment. loves bookstore and vinyl shop dates, and he enjoys those sweet peaceful moments with you (flipping through books, aka arguing about different genres). he's super big on quality time + acts of service, and if he sees you struggling with anything, he'll try to take care of it before you even have to ask. loves running his fingers through your hair, and he claims it calms him, and sometimes he just gets so lost in thought while doing it, that you have to snap him out of it. he's the type to whisper sweet things in your ear absentmindedly, like 'you have no idea how much i love you' when he thinks you're not paying attention. goes all red and dismissive when he realises you actually did hear that :D and he says he's not in gossip and drama but no one talks shit like he does, lets be real

ryomen sukuna ☆ prob sum weird enemies to lover shit

claims he doesn't date, but somehow ends up trying to figure out your favourite flower. calls you stupid shit like 'brat' or 'pet' more than your actual name, but if someone disrespects you, he tears them apart without hesitation. gets jealous easily, but he won't admit it, and if someone looks at you wrong, he'll grab your chin and kiss you (not that you mind <3) his love language is physical touch and dominance, expect him to always keep a hand on your waist, neck or chin because as much as he pretends otherwise, he loves feeling your skin against his. gaslights you over silly things for fun ('i literally told you that' 'no you didn't' 'oh, so you're forgetful now). also whispers absolute nonsense in your ear just from time to time, 'did you know that octopuses have three hearts? bet you didn't, but now you do. you're welcome'). will open a jar way too aggressively to try and show off his strength but breaks it, and now you're left with no pickles and a sulking sukuna with pickle juice on his hand. carries you like a sack of potatoes on his shoulders if you piss him off. pretends he doesn't gaf, but always shares his food with you and tries to order what you like.

toji fushiguro ☆ reluctant friends to lovers

grumpy but soft for you typa boyfriend who doesn't believe in using full words in texts. only texts in 'ya' or 'nah' and he accidentally replied 'k' to you saying 'i love you' and he called you immediately afterwards because he knows he messed up. loves pda but in the most lazy way possible, and will always drape himself over you like a weighted blanket and refuse to move. always steals bites of your food (half the meal) but will act offended if you do the same. once won you a stuffed animal at a carnival and acted like it was no big deal, but he actually used up all his carnival tickets trying to win you the biggest prize. spoils you in a reckless way, and he'll hand you a wad of cash and refuses to tell you how he got the money. he just tells you to go buy something nice. love language is acts of service and physical touch because he claims he's not amazing with words, but his hands always find their way back home to you. loves lazy mornings, and grumbles when you try to get out of bed, pulling you back in with an arm around your waist.

nanami kento ☆ love at first sight

exhausted but devoted you get me, and he claims that you energise him and light up his life. lectures you when you only sleep for three hours a night. replies to the tiktoks you send with corporate replies 'that was humorous. thank you for sharing. i love you.' he thinks you're absolutely the most beautiful person on the planet, and always lets you know. pretty gentle, mature and devoted. shows his love in sweet, meaningful ways. always puts your comfort first, and he tries to take things off your plate without asking. loves cooking for you, and believes cooking is its own love language. hates unnecessary, brash pda but loves quiet intimacy. holds your hand, brushes your hair against your ear. lingering kisses on your temple. reads to you at night, and he'll sit beside you if you have trouble drifting off. his love language is absolutely acts of service and quality time, and he doesn't just say he loves you, he'll prove it in every little action of his. loves taking you out to scenic parks and hikes, and just stares after you with so much love as he tries to adjust the focus of his camera lenses to try and capture you as well as he can.

choso kamo ☆ strangers to lovers

kinda awkward but genuinely, really quiet sweet. overthinks everything, and at the start of your relationship, he even started overthinking how you said 'goodnight!' and wondered if you were mad at him, because there was no heart or emoji. would die before making the first move idk, like you're going to have kiss him first or else, otherwise i fear he's going to have a stroke. holds grudges as long as he can, and will bring up little shit (like you stealing his lunch) six months later 'remember that time you betrayed me?'. but he can only really give you the silent treatment for two whole minutes when you tease him, and then immediately apologises because he feels bad. a lot of friends tease the two of you because they think choso is too quiet or a pushover but the truth is that he's actually pretty snarky, clever and observant. very determined and always sticks to his morals, even at times when you disagree with him, he's able to put his foot down. love language is quality time and gift giving, because he's the type to remember everything you like and surprise him with it. loves watching movies with you, and pretends not to care for 90s chick flicks, but he's digging them deep down. loves holding your hand, and even in public, he'll reach for you quietly.

higuruma hiromi☆ coworkers to lovers

overworked but loves you so bad. he sometimes reminds you of a tired, single dad but he's truly joyous to date. if you call him baby in public, he immediately malfunctions and blushes. you once kissed him in a courtroom (not even when court was ongoing!) on the tip of his gorgeous nose, and he almost choked. will 100% object to random things just to irritate you, with topics like takeout for dinner, 'objection. we had sushi two days ago.' takes everything pretty seriously, until you do something cute. then he just sits there, hiding his smile behind his hand like an adorable anime protagonist. tries to be strict or protective, but you just make him super soft. secretly likes pda but pretends that he doesn't. grips your hand so tight like he fears you might disappear. loves when you rest in his lap or against his chest as he reads over cases and paperwork. you told him that he'd look hot with glasses, and you caught him browsing through lens frames.

naoya zenin ☆ arranged marriage (kinda ooc naoya btw, bear with me)

sort of a menace who should have been left on read a long time ago, but this wasn't your first choice. somehow, he folds for you almost immediately but you think he'd rather dig his own grave and neatly fold his hands over his chest as he buries himself at his own funeral before he admits that he likes you. calls you annoying but will drop everything if you text him that you need help. always saying dumb shit to you, or trying to make fun of you, but if someone else does? they're gone, like he's going to stalk them, find where they work, and get them fired from their job. texts you the stupidest things like 'if i was ugly, would you still love me?' 'i just saw an ugly baby. damn' 'what would do if i got arrested? be honest.' saw someone flirting with you once at like a fancy event, and rolled his eyes, pretending that he didn't give a flying fuck. ended up at the bathroom mirror, gripping the sink and trying not to throw up. if you ignore his texts, he's gonna send vaguely ominous messages, like 'answer me' followed by 'this is how it ends?' 'i'm leaving btw, i'm going to pack up and leave you forever and go live on my own in the wild.' you check his location and he's still at home. naoya thinks he's the prize in the relationship, he's not. definitely a pda menace, and he loves just kissing you in public.

hajime kashimo ☆ enemies to lovers but in that 'we met when we were fighting' way

your relationship is just him being reckless with no survival instinct, and you trying to keep your boyfriend alive. aka trying to stop him from licking the power outlet. will randomly challenge you to fights for no reason, never mind the fact that he'll feel bad and back out at the last minute. has no concept of personal space, and will stand nose to nose with you just to make you uncomfortable. if you back away, he's gonna follow you and ask where you're going. if someone flirts with you, he's not even going to do too much, just laugh in their face and ask the offender if they really thought they had a chance. kashimo has no concept of an inside voice at all, so god forbid you try to take him somewhere quiet. energy level always at 200% and it's a mission to even take him someplace like a grocery store. if you said 'i love you' first, it might have been the only time that someone else has bested him in something. hajime physically can't process emotions and goes green and pale (he loves you so much btw) and he looks vaguely ill at your confession. stares for five minutes before throwing himself at you. definitely a words of affirmation type of guy, instead of actions, because sometimes, he's all bark and no bite.

noritoshi kamo ☆ sweet, rom-com crush

he's actually a bit traditional, but very sweet. unfortunately, he's also so formal that it hurts sometimes. but it's fun when he asks you things like 'would you like to accompany me for an evening meal?' or 'shall we go for a stroll?' if you hold his hand, for the first few months, he sweats profusely but acts as though he's totally cool (narrator: he was not cool). lowkey believes that he doesn't deserve you and he absolutely treats you, the love of his life, like royalty. super observant and determined to make you as comfortable as possible, so you're never really left wanting for anything. if someone flirts with you, he doesn't really get jealous, but rather gets philosophical. 'it is natural for others to admire beauty such as yours. however, they must know it's not theirs to claim.' a key forefront runner of the sassy men apocalypse, even though you wouldn't be able to tell at the start. super quick-witted, but he's the type to keep his thoughts to himself, but luckily, he gets more comfortable sharing his jokes with you as times go on. blushes super easily, and he hates it because he thinks it ruins his aloof/mysterious guy persona.

[fangsandfeels]

Playing Veilguard and making it everyone's problem

I am going to rant, and I will rant a lot, and there will be spoilers, so if you're not afraid of them and the game criticism, buckle up.

Elves and their gods

I am absolutely fucking livid about how Veilguard handles the Dalish and elves in general. The events of Trespasser made it clear that the elves started flocking over to Solas, including the elves working for the Inquisition:

After the events at the Winter Palace, elves left the Inquisition under mysterious circumstances, as did elven servants across Thedas. None could say where they went, but those who believed the Inquisitor's story about Fen'Harel wondered just how large the Dread Wolf's forces were... and what the ancient elven rebel had planned.

Solas had multiple spies working for him during Trespasser, and If I remember correctly, there was even a note, left by one of the elves - they were anticipating the great change and the return of the elven glory. Anyways, the established fact is that: elves learned that the stories about their gods were true and one of them now was going to restore the world as it used to be. At least, this is how they interpreted it (maybe, this is the version Solas didn't debunk) and so they started following him.

You might think, the Inquisitor and their allies are going to have a huge problem with breaking it to elves that their chosen leader isn't going to make things better and that their gods don't love them. Especially, if the Inquisitor is a human or anyone who isn't an elf. You'd imagine any attempts will end in failure because of course elves aren't going to listen to outsiders trying to explain their own culture and gods to them. You'd imagine that their trauma caused by centuries of oppression and discrimination will make it impossible for the Inquisitor and anyone else to make them see the truth.

You'd assume anyone who tries to find and stop Solas will be sabotaged every step of the way, feeling themselves horrible for having to clash with people desperate for a chance of a life without injustice - even if it means burning the rest of the world down.

You'd imagine that they will only change their mind if/when they see the harm done by Solas' actions and get to witness their gods true intentions by themselves - which would lead to a massive crisis of faith and schisms happening between elven tribes and groups.

You'd imagine will get all this incredible drama in the Veilguard, with elves initially resisting the group's attempts to stop Solas, then trying to pull themselves together after the revelation. You'd assume there will be zealous groups doubting Solas (because the Dreadwolf is a liar and a deceiver) and intending to use him to actually free the elven gods. You'd think this is how actually some of them get out.

But, NOPE. Not only Solas ends up working alone, with none of his followers throwing themselves at Rook and the party to buy him time, but also all elves now hate Solas because...Varric said so?

You meet a group of Veil Jumpers (elves devoted to exploring their ancient culture and history, learning more about their gods and reclaiming their heritage) and their leader instantly calls Solas an asshole. Based on WHAT?

I get it, Varric had met them before and told them that Solas was Fen'Harel...

(needless to say if you expect players to find and read other media in order to make sense of the events in the game, you are doing something wrong)

...but why were they so fucking calm about it, instantly eating up the "yep, he's bad" version? Even if the Dread Wolf is vilified in the Dalish mythology, wouldn't they be curious about what that means? Wouldn't they have gotten tempted or excited by the implication that other gods exist too? They weren't told the full story - why the fuck did they instantly accept the "Solas is an asshole" narrative? Especially when Solas comes with a promise of a world for the elves like it was meant to be?

WHY?

The Veilguard has no response for that. I guess, Dalish never cared about their history and traditions, and city elves were dandy about Alienages and oppression, so they easily believed some randos over a literal god promising a new, better world.

I don't even play Dalish, but I love their plotline and arcs - and I was bracing myself for some downright painful choices and conflicts during the next Dragon Age. But it felt like the writers couldn't be bothered with developing such a nuanced narrative, so they just waved it all down with "Nah, elves are chill now and they never really cared about their gods in the first place".

[koifishhies]

Phil likes to say that Dan’s the one who will get the channel demonetized, so here’s non-exhaustive list of all the unhinged shit he himself has said with his whole chest:

“The phits. The phoobs are out.”

“Taking a dick so far up my ass that I factory reset”

“I’ve graduated into fuck-land”

“That wasn’t very romantic, was it? I should have been stroking you. With my sword.”

“Let me just mark my territory” and then made a pissing noise in Dan’s face

Also separately SPIT in Dan’s face and said “seaworld”

“You know what I’m in the mood for? BREEDING”

“Gays do maths!”

“This glass of water! Everyone’s peed it before!”

“I’d be the first onlyfans person with a tail”

“Oop, something just popped out��� wardrobe malfunction…”

“Wuhoh! I birthed a pheal”

“My butt is feeling good, I’m rearing for my rodent boy summer”

“That book smells a bit musty… or is that something else 😏”

“Performance issues” while gleeking

“It’s danny with a spicy cock”

And of course, because how could I forget her:

“Come in my lady door”

[eden-3000]

Let's make Remus Irish so he can be Hozier.

Fucks hard

Respects women

Doesn't respect bullies

Friends with lesbians

Can make you cum with his voice

Forest Daddy

'You'll hear me howling outside your door'

[anatomicaltheatre]

palestinian refugees that have reached out to me recently. please donate if you are able, even the smallest amount makes a world of difference, and reblog if you can't. these families have endured unimaginable hardship, violence, and grief, and it's up to us to help them rebuild. 💚🕊️ (posted 3/8)

mosab @mosabsdr - (#309 on gazavetters' list) - chuffed - $3,836/$90,000

haifa @haifahomeid-123 - (#356 on gazavetters' list) - gfm - €1,741/€20,000

hossam @habob-qazaz - (#287 on gazavetters' list) - chuffed - $505/$55,000

malak @malak3963425 - (vetted by 90-ghost) - gfm - €7,961/€25,000

mahmoud @mohmooodnaseser - (vetted by 90-ghost) - gfm - $31,435/$50,000

islam @islamgzacc4 - (#332 on nabulsi & el-shab-hussein's list) - gfm - €4,876/€30,000

ghazal @amal-alkfarnaa6 - (#355 on nabulsi & el-shab-hussein's list)- gfm - £23,368/£25,000

mohammed @nourasbasha - (#174 on nabulsi & el-shab-hussein's list) - gfm - €78,362/€90,000

[leletha-jann]

Correct and Proper Spark Management, an anthology:

Bucket of water (CLASSIC!):

Violence and accuracy:

Sarcasm:

and now updated with

FIRE!:

[todayisafridaynight]

[amphibianaday]

day 1421

[imafuckinstar]

sorry for the inactivity on the blog today i just accidentally made out with an internet famous hot firefighter purely because he was giving me percy jackson vibes irl

[hanihive]

Hi~ this is my collection of mods for cozy and aesthetic gameplay. All mods were tested and work in perfect synergy with eachother~🌻✨

🏕️Expansions🌲:

Stardew Valley Expanded|Canon-Friendly Dialogue Expansion|The Ranch Expansion|Diverse Stardew Valley|Seasonal Outfits SVExpanded|Platonic Partners and Friendships|DynamicNightTime|Earthy Interface

🏚️Farm&Town🍂:

Earthy Map Recolour|Way Back Pelican Town|Medieval SVExpanded|MiNi Farm|Medieval Farm Buildings|Relaxing Greenhouse|Tiny Farmhouse|Cuter Coops and Better Barns|Paths|Fences

🥞Items🍊:

DSHi Food, Fish, Minerals and Shipping Items Retextures|Museum Artifacts Reimagined|Medieval Craftables|Grandpa's Weapons and Tools|Totally Unnecessary Item Retextures

🦔Animals🦆:

Farm Animal Facelift|Pet Facelift|Butterflies|Wild Animals|Bicycle Instead of Horse

🧺Furniture🪴:

Earthy Town Interiors|Retro Style Furniture|@orangeblossoms7 Furniture Mods (any of them, they're all great ✨)| Antique TV Sets

⚒️Game mechanics& requirements📀:

SMAPI|CP|Alternative Textures|Farm Type Manager|Happy Home Designer| MailFramework|SpaceCore|Custom Fixed Dialogue|Custom Companions|Earthy for SDE Maps|Medieval DNT|Lumisteria ,Daisy Nicko's, and Alvadea's Tilesheets

And also, ALWAYS check the requirements for every mod that you download!

[1071png]

Metis Cykes ^~^

(dont ask me about the espeon, its just vibes)

[trans-jon-rights]

Okay it's dumb self indulgent tma au time

What if. Jon goes back in time after MAG 200. But.

He's a cat. And he just looks like That :

(tiny phone doodle)

And he is there for the whole show, trying to do things differently with very little powers and zero ability to talk

[landwriter]

Hi! I hope you feel better soon!

This is a great prompt by @academicblorbo about Hob Gadling being the landlord of the Dead Boys. It has a wonderful fill already by @omgcinnamoncakes but I’d love to see what you come up with for it!

Alternative prompt from me if that doesn’t work for your brain: remember the date between Jenny and Maxine? How about one between Jenny and Esther? Poor Jenny is going to really question her taste in beautiful blonde women 😭

Thank you! I saw ‘landlord’ and ‘decades’ and blacked out. I love Hob having them as tenants. Maybe even before the modern day meeting in Sandman.

The Sandman/Dead Boy Detectives, 2.4k, G Dream/Hob, pre-slash, alternating/outsider POV, found family, a reunion and revelations etc.

---

Hob did not, strictly speaking, have tenants. It was more of a minor haunting. Pun intended.

The small room above the pub and below his flat wasn’t worth charging anyone rent for; when he first bought the building he had put a handsome oak desk in there and some bookshelves before wondering who he was possibly keeping up appearances for. Who was he going to take back upstairs that would stop and say, Wait, can I see your office? So he’d left it as more or less an abandoned room.

When he realized a pair of boys were using it as their clubhouse, he didn’t do anything at first. He saw them quietly coming and going a couple times, disappearing around the corner of the first landing. Brazen things. He meant to call after them, but the shout had died in his throat. He’d been young once. He still remembered the need to get away from it all. It was only when he went to check if they’d been making a mess of the room that he discovered it was still locked.

He’d crouched down and inspected the latch and found no marks at all. Huh, he’d said, and jiggled it again, and been a little more interested in whatever clever way they were getting into it after they disappeared up his stairs. Then he didn’t see them for weeks, and assumed they had gotten bored and stopped.

Until they came back. In the middle of an argument, striding through the pub like they owned it. Hob straightened up as they passed him.

“I cannot believe you broke the mirror.”

“I was in a rush! It’s not my fault you forgot you needed Arcana Incantatum after we arrived at the church. And found the demon.”

“I hardly forgot, I only made the mistake of assuming you would know to pack it by now.”

Hob raised his eyebrows. The boys disappeared into the back hallway. He followed them as they went upstairs, too preoccupied with their drama to notice Hob. They turned onto the landing, still carrying on. Even as they walked through the door. The locked, closed door.

Hob blinked. Then he drew his keys from his pocket and opened the door. The boys were still inside. One of them was pulling a mirror out of a backpack that was several times too small for it. They didn’t even look up, and Hob wondered how he couldn’t possibly have put it together earlier. He cleared his throat.

“Hello, boys.” That caught their attention. Hob grinned. “Seems we’re neighbours.”

---

Edwin abhorred getting involved with the living. He and Charles got along perfectly well on their own. They were a duo. An intrepid pair. Best mates, like Charles often stressed whenever he was about to ask something particularly ridiculous of Edwin. They were solid together. As solid as two ghost boys could be. The living, though, were messy and unpredictable.

Perhaps the most salient fact at present: Charles invariably became attached to them.

“He’s sad, mate. I can see it in his eyes.”

“You said those exact words in ‘94 about a dog. At least ask Hob himself.”

Before you decide to adopt him too.

Hob Gadling, irritatingly, was unobjectionable on every ground Edwin could think of. He had made no imposition upon them. When he found them, he only asked them their business, and then told them he was usually downstairs, or upstairs, if they needed anything they couldn’t procure themselves. He had an interest in rare and old books, as it happened. In explaining this, he had also hinted at being far older than his looks would suggest, which vexed Edwin twice over. He knew his curiosity would not be slaked until he talked to Hob, but then he would be the one getting involved with the living, and Charles would hardly let him forget it.

“Do you think he’s really immortal? Mate’s far too calm. Last week I saw him stop a fight downstairs by stepping right between these huge blokes. He just said something and smiled and they backed right off.” Charles lit up. “Do you reckon he’d teach me how to do that? Conflict de-escalation, innit? I could show him some moves with the cricket bat, I bet. Oh, do you think he’s a cricket fan?”

It was obviously a hopeless case, and since the Dead Boy Detectives never took on hopeless cases, there was only one course of action that remained. Edwin had long since disabused himself of the notion he needed to breathe. He had no beating heart, yet when he was startled, he would find himself clutching his chest. Now, he exhaled slowly through his nose in an entirely superfluous sigh of resignation. “Well, Charles, shall we go talk to him?”

---

When the millennium came around, Hob found himself celebrating it with his accidental tenants. There was something gloriously satisfying about being able to make a toast to the next one and have it taken seriously. He’d asked them if they had something better to do - spectral trouble to get into et cetera - and they both looked at him with almost identical put-upon and incredulous expressions.

Hob had a terrible suspicion they thought they were taking care of him as much as he thought he was taking care of them.

Edwin, with his insatiable curiosity and, deep underneath it, something Hob thought he recognized from himself: a sharp animal ferocity and a refusal to go until he’s good and done, natural laws be damned. Charles, still brightly, painfully alive for a ghost - who should be alive still, by all rights, but nothing of this life was fair - who joked to cover up hurt in a way Hob knew too, and glowed any time Hob turned so much as a kind word to him.

He wondered what they saw when they looked at him.

The year ticked over, and technology kept working. Charles grinned innocently and said he could probably possess the telly and break it that way if Hob wanted?

Hob’s heart twinged. He knew they weren’t his, not to keep, but it seemed that teenagers didn’t change at all over the centuries, even if the boys were only sort of teenagers in the way Hob was only sort of in his thirties. It didn’t change that they’d been punted from the mortal coil before having a chance to grow up, and figure out the kind of men they were, and make their own choices and fuck up and try to be better than their fathers, and everything everyone deserved. Hob had made more than his share of mistakes. They hadn’t been given the chance to make nearly any at all.

So they made toasts to the new millennium, to the detective agency, to themselves, all stuck out of time in different ways and refusing to move on for different reasons, and Hob allowed himself to think of Robyn and privately pretend that they were his all the same.

---

A week later, Hob was reminded of the other universal traits of teenagers when he mentioned his stranger and both boys began to grill him with terrifying alacrity. Before turning to his dating life, like ravening bloody wolves. When Edwin had asked, in a specifically nineteenth century manner that Hob remembered all too well, if Hob had always been unmarried, he’d nearly put his head in his hands.

“It can be hard for me to associate with the living too, you know. For obvious reasons.”

Charles had turned to Edwin and hissed “See? I told you.”

Right in front of him. Nobody had taught them manners.

“Manners, Charles,” replied Edwin loftily. “We will, of course, respect your privacy. A man is entitled to his secrets.”

“You’ll go upstairs and rifle through my personal things, is what you’ll do,” said Hob.

Charles coughed to hide his laugh. Edwin flushed and looked away. Hob snorted, and told them about Eleanor and Robyn. Properly. It was a strange relief. He’d told the story wrong for plausibility’s sake so many times he had been worried he’d forget the truth of it one day.

They had listened, and been remarkably quiet until Charles piped up and offered to set him up with a ‘really fit’ ghost. Hob had roundly shut that down. Woefully, not all explanations were satisfying enough. Charles cornered him again the next morning while he was cleaning the bar.

“No, mate, I still don’t get it.” Hob was about to say he no more wanted to be with someone who couldn’t feel pleasure from his touch than someone who would grow old and be taken from him while he stayed the same, when Charles went on, bafflingly, to ask, “Why don’t you meet your mysterious friend more often than once a century?”

Hob sighed. “Adults are often busy, Charles.” Nevermind that he had begun to wonder the same since the eighteenth century. He’d always just assumed time passed differently for his stranger.

Charles just laughed and perched himself on the bar top. “Ooh, low blow. We’re busy too, you know. Plenty of cases to solve.”

“Really,” said Hob. “You’re busy. Right now.”

Charles waggled his eyebrows.

“Charles, I am not a case,” said Hob, sternly as possible. “I’m not even a ghost. He’s not a ghost. No ghosts.”

“We could investigate. Maybe ghosts are involved. What even is he? Why every hundred years? Is it some sort of Persephone situation?”

Hob bit his lip against shouting I don’t know! I don’t know anything about him! Instead, he tried to smile, and felt it come out as a wince instead. “He’s very private.”

Charles scowled. “Yeah, obviously. You don’t even know his name. He can’t be that good of a friend if he’s too busy to see you more than once a century.”

Hob couldn’t see the expression on his own face, but he saw Charles’ shocked reaction well enough. It was so long ago for him, and still Hob knew at once what Charles saw now: that first time you manage to visibly hurt a grown-up’s feelings, people who seemed too old and too stern to actually feel pain, when you’d been going around kicking at them like a new foal, just to stretch your legs.

“Sorry,” said Charles, instant regret chasing his surprise. He was a good kid.

“It’s alright,” said Hob. He meant it. He looked down at the shining bartop. His hands were restless with the urge to light a cigarette. He gave in. It wasn’t like Charles would be dying of lung cancer any time soon if he decided to follow Hob’s example. “I don’t think he would say he’s very good at being a friend either. Truth is, I’d love to see him more often. But we had an awful fight the last time we met. If he forgives me, I’ll have to ask.”

“Mates always make up,” said Charles earnestly. He was such a good kid.

“I suppose they do.” Charles still looked sorry, and Hob clapped him on the shoulder. “Hey. Thanks for looking out for me, Charles.”

Charles beamed at him. “Always. We’ve got your back, me and Edwin.”

---

Charles couldn’t bloody believe it. Hob’s friend was here. There was nobody else it could be. He and Edwin were watching from a nearby table, pretending to be absorbed in their own conversation. Neither man noticed them. They were too busy looking at each other.

He couldn’t imagine spending more than a century apart from Edwin. The way Hob had talked about him and his stranger over the years, it sometimes seemed like they were best mates too, no matter how little they saw each other. He was dead sure that’s what had Hob looking so gutted when he thought nobody was looking. He had known they would make up, though. Maybe now Hob would be happier.

“Charles, we really ought not eavesdrop,” hissed Edwin. Right as he scooted his chair closer, the cheeky hypocrite. Hob and his friend were talking too quietly to properly hear, their heads bent together. Lots to catch up on, Charles reckoned. A hundred years. He couldn’t stop thinking about the number. It seemed impossible. Funny, he couldn’t imagine that long away from Edwin, but he could imagine spending that long being best mates. There was nobody he’d rather hide from Death with.

Hob’s face was doing something strange as his long-lost friend talked. Then Hob moved and grasped him by the shoulders, so tight that his knuckles stood out in relief. The man said something in low tones and Hob shook his head, and then pulled him in for a hug. The man stiffened and then relaxed, and his arms came up around Hob’s.

Their cheeks both looked wet.

Charles swallowed and it felt suddenly a little like he was choking. He should look away, only he couldn’t.

“They must be great friends,” said Edwin softly.

“Yeah,” he managed to croak. We won’t ever need to have a reunion like this because I’m never going to lose you, mate. I won’t let them take you. It was stuck behind the phantom lump in his phantom throat. His hand, without him telling it to, reached out and grabbed hold of Edwin’s. Edwin squeezed it hard, and Charles knew he didn’t have to make his voice work after all.

Then the man pushed Hob away, but only far enough to grab his face and pull him back again, thumbing over Hob’s cheeks, and beside him, Edwin honest-to-god gasped, and then Charles momentarily forgot how thoughts worked too.

---

It happens thus: in the New Inn, just next door to the White Horse, some 639 years after they first met, Hob Gadling and Dream of the Endless share their first kiss. Neither, if they had bothered to think about it, would have intended to have an audience, but it’s a well-known fact that some kisses cannot wait, and theirs was chief among them, being that it had so much to say, and was so very long overdue.

I missed you, it said, and I came back, it said, and Please don’t go away from me again, and I could not.

And atop them, like blankets, were laid invisible the daydreams of those who saw them, including two long-dead boys, whose dreams were woven from the fresh and unaccounted-for possibilities of Hob kissing his mysterious stranger. Another man, thought Edwin. His best friend, thought Charles. Dream was the only one who could have heeded this, but he did not, because Hob Gadling was holding him tight and daydreaming loudly of this kiss and more, of this today and tonight and tomorrow, ever greedy and ever easily pleased, and Dream could hear nothing at all over their clamouring and comingled joy; the bright gold daydream between the scant space of their bodies that sounded so much like at last.

[cook-a-little-chicken]

AJ says the most random phrases with so much confidence and I love it:

"Let's go, fuck!" from Oh My God Is This A Joke

"We are now going to switch the tables completely" when he's compèring The Dark Moons of Slough

"My presence bestows on you many blessings" from Too Big To Be A Jockey