The problem
Every media company is under pressure to grow its newsletter audience. The instinct is to go find new people. But often the fastest, most cost-effective growth is already sitting in the audience you’ve earned — readers who show up on your sites but haven’t yet subscribed to anything.
For EndeavorB2B, that was the opening. Across dozens of brands, each offering multiple newsletters, the team spotted a clear piece of low-hanging fruit: a large, already-engaged web audience that wasn’t yet on a single newsletter list. The question wasn’t how to reach new people. It was how much growth they could unlock simply by prospecting their own audience.
The hard part was execution. Building and sending a monthly prospector — a campaign that invites non-subscribers to sign up — by hand, across the entire brand portfolio, was a heavy lift. And a monthly send that depends on someone remembering to build and launch it doesn’t always go out. Consistency was the gap.
The strategy
EndeavorB2B built a prospecting campaign in Omeda that ran automatically, every month, across the majority of its brands — and let relevance do the persuading.
How Omeda helped
Using Omeda’s Journeys, a marketing automation platform designed specifically for media, the team set up a recurring campaign powered by dynamic content that matched each newsletter to the topics a reader was already engaging with on the website. Olytics behavioral data signaled what each person actually cared about; the campaign then served the newsletter that fit. Instead of a generic “subscribe to our newsletters” ask, every reader received a relevant, personalized invitation.
Omeda’s automation was the real key. By setting the prospector to run monthly on its own, EndeavorB2B removed the program’s biggest risk — human bandwidth. The campaign went out reliably, every month, without anyone having to build and schedule it. What had been an occasional, effortful send became a dependable growth engine.
The results
In its first year running across the majority of EndeavorB2B’s brands, the automated prospector delivered growth from an audience EndeavorB2B already owned:
Year one impact:
- 29,547 net-new newsletter subscribers
- ~350 additional subscribers per brand, on average
- ~4% of the non-newsletter audience converted to subscribers
The most telling number isn’t the total — it’s the source. These were readers EndeavorB2B had already earned. No new acquisition spend, no chasing cold names: just a consistent, relevant invitation delivered automatically, month after month.
Want to grow your subscriber base with smart automation? Book a demo
