Case Study > Using software to Create a Weekly Newsletter

Using software to Create a Weekly Newsletter

New writing tech is powering the Fund Marketer newsletter

The Client

Newsletters are the most effective form of digital communications. Unlike social media or ads, they are permission based. They also allow companies to talk directly with their audience, rather than rely on flaky social media algorithms for exposure.

Newsletters are also particularly valuable when selling professional services – including investment funds! – since your target buyer is not necessarily ready to buy right now. Later, perhaps. A newsletter helps stay top-of-mind.

The trouble is, newsletters are an enormous time sink.

At FinText, we wanted to launch a newsletter and build a direct relationship with the investment management community. But the time demands were untenable. We then realised lots of businesses share our predicament:

On the one hand, UK financial services account for 8% of the GDP. On the other, 94% of its twenty thousand companies are made up of companies with ten employees or less.

These companies cannot afford a writer, and few can afford to rely on agencies.
More typically, it’s up to the product specialist/ head of sales to create marketing insights. On an ad-hoc basis, fine. As regular added work? Too much.

To address our own challenges at writing for our audience, we’ve developed Stedili. FinText was its first guinea pig! Would it deliver a worthy newsletter? Would we have the data to back it up?

TLDR: Yes and Yes.

The Project

We decided to create a newsletter specifically serving investment marketers. To make it crystal clear, we named it Fund Marketer.

In our case, we decided a typical weekly edition of Fund Marketer would consist of three sections:

1. Top of the pile. A column about the week’s most important happenings.

2. Treasure corner. A data-backed lever to improve flows, typically from the body of academic research with access to unique data. 

3. Also happening. Links to the week’s industry stories that are most relevant to sales and marketing. Less about who got flows today, and more on the trends that will win flows tomorrow.   

The Process

The newsletter is meaty, and typically runs weekly over 1500 words. Still, it only takes two hours to put together.

For six months we’ve been delivering weekly editions. (With the rare exception of weeks where even that little time was a stretch!) Stedili has been the key to making it possible.

When building Stedili, we took the view that one cannot expect AI to simply “generate” anything of sufficient interest and value to readers.

So instead, we carefully mapped the process professional writers use when creating insights, and sought to reduce the most time-intensive parts of it.

The result is a process that is at once swift but remains entirely at the control of the writer. The tone of voice is that of a human writer, not a trained model. But the core work of curation, extraction, and integration is reduced to clicks, drags and drops.

The Outcomes

Let’s get straight into the data. Over the past six months, Fund Marketer has consistently maintained a high open rate, typically over 43%. All the while, subscriber growth has been consistent, while attrition has been next to nil.

To exclude any ‘honeymoon period’ effects, the chart below shows the data from one-month post launch.

The overall subscriber base reflects the fact that this is a niche newsletter. In the rush for virality what is often neglected is that B2B buyers are specific. We believe there is a vast ocean of professional-buyer communities with underserved informational needs.

For example, here are just a few of the companies whose marketers subscribe to Fund Marketer:

Expert Financial Writing…in just three clicks

This isn’t “Generative AI” that spouts out junk. We know writers, and we know finance. We’ve built this thing for you.

If you are having to produce more written marketing and your budgets are only going down, come and talk to us.