BACKGROUND
This project was for a client in the B2B marketing analytics space. The goal was to build a weekly newsletter that would retain and engage existing subscribers, with modest expectations for growth and no modeled revenue attribution at the outset.
I built The Intelligence Brief as a standalone editorial product rather than a content distribution vehicle, structured around original platform data analysis, a fixed weekly format, and a deliberate decision to keep product CTAs last and brief in every issue. The newsletter never aggregated external content or promoted blog posts. It produced original perspective every week, and held that discipline consistently across 52 issues without exception.
The result significantly exceeded every benchmark set at launch: a 48.4% open rate against a 22% expectation, 7.8% click-through rate against a 2.5% target, 1,240 new subscribers per month against a target of 200, and £840,000 in influenced revenue in the trailing 12 months. The case study also includes an honest account of three decisions that limited performance and would be made differently in retrospect.
