I took over the content strategy and execution for 11 newsletter editions, each built around a clear monthly them, from Insurance Distribution to Data & Analytics.

I set up the entire newsletter engine from scratch on Mailchimp, building the content flow, design structure, and analytics tracking system.

The idea was to turn it from a brand update into a quick, insight-led digest that delivered value in under two minutes.

It became one of the most reliable owned channel for awareness and lead nurturing.

Why it worked: Building monthly themes, continuous A/B testing on subject lines and CTAs kept the results improving.

Built every edition around a strong monthly theme that tied into real industry conversations.

Made each issue short, insightful, and skimmable - something decision-makers could finish in under two minutes.

Kept A/B testing subject lines, CTAs, and layouts to consistently maintain above 25% open rate.

Balanced thought leadership with subtle product storytelling by turning it from a brand update into a value-led read.

Across 11 editions, the newsletter achieved:

31% average open rate (vs. the industry average of 20–22%)

14.6% click-through rate

6% bounce rate

You can view three of the newsletter editions I created below:

Newsletter 1