Category Newsletters
Client Planful
Year 2025 to 2026
Services Newsletter, Ghost-editing, Reporting
Result 41% average open rate across 26 issues
Planful's founder is worth listening to on how small teams plan work. She had an hour every two weeks and a draft folder full of half-posts.
The idea
A ghost-edited newsletter: one interview call a fortnight, Tomasz writes it in her voice, she edits the parts she disagrees with, it goes out on Thursday.
What we did
Twenty-six issues, a template Dele designed to read as a letter rather than a campaign, and a reply-triage process so the best replies became the next issue.
Outcome
A 41% average open rate, 9,000 subscribers from a standing start and a steady stream of trial sign-ups that mention the newsletter in the sign-up survey.
