Business publisher — newsletter relaunch

Context

A business publisher's flagship newsletter had stagnated at a 26% open rate and was losing list quality. The internal team had no spare capacity to rebuild it.

Brief

Relaunch the newsletter under a clearer editorial promise. Improve the sender reputation. Run the production for nine months while the internal team rebuilt capacity.

Approach

1. 01Audited the previous twelve months of issues against open and click data.
2. 02Rewrote the editorial brief into a single sentence: what the reader gets every Tuesday.
3. 03Rebuilt the template and sender infrastructure.
4. 04Operated the newsletter weekly; handed back with a written playbook in month nine.