Newsletter Readers Playbook

Only clicks and replies count as interest. Readers who only open stay on the newsletter.

• Pull three groups from Beehiiv:
  • Repeat clicks: clicked in two or more of the last six issues
  • Replies: answered an issue directly
  • New signups: joined in the last 30 days
• Apple Mail loads every email on arrival, so an open can come from someone who never read a word. Opens alone never qualify anyone.
• Keep which issues and links each reader clicked. Those topics become the opening line later.
• Readers who only open stay on the newsletter and are checked again next month.

• Beehiiv

Readers often sign up with a personal address, so each one is matched to their company and a work email.

• A Gmail or Outlook signup says nothing about the company. Enrichment finds the person behind it: name, title, company and LinkedIn profile.
• The enrichment waterfall uses IcyPeas, Prospeo, LeadMagic and GetLeads.
• Each vendor only sees the contacts the ones before it missed.
• Readers who cannot be matched with confidence stay on the newsletter, untouched.

• IcyPeas
• Prospeo
• LeadMagic
• GetLeads

A customer reading closely is a signal for their account manager, so existing relationships go to their owner.

• Look up every matched reader in HubSpot.
• Customer: the account owner sees what they clicked. It can point to an upsell or an open question.
• Open deal: the rep gets it as context for the next call.
• Active sequence or opted out: left alone.
• New: moves on to verification and scoring.

• HubSpot

Every email is checked twice before anything sends.

• MillionVerifier checks every address first, then BounceBan checks every address that passes.
• Sort each address by the result:
  • Valid: kept for the campaign
  • Catch-all: kept only if BounceBan marks it deliverable, and sent from its own campaign so its results read separately
  • Invalid, disposable or unknown: removed
• An enrichment vendor's own check never counts as one of the two.

• MillionVerifier
• BounceBan

Each reader is scored on fit against your ICP and on how closely they read.

• Jev and OpenRouter score fit against your ICP, and interest from what each reader clicked and how often.
• They classify and score only. Neither one enriches.
• The tier comes from fixed rules on top of their answers:
  • Tier one: a strong fit who replied, or who clicked a buying topic such as pricing or a case study
  • Tiers two and three: a fit who clicks, or a partial fit who clicks often
  • No fit: stays a reader, with no outreach

• Jev
• OpenRouter

A Slack alert, then a personal note from the person whose name is on the newsletter.

• A Slack alert names the reader, their company and the issues they clicked.
• The author writes to them on LinkedIn or Gmail. They already know that name from their inbox.
• Open with the topic, never with the fact that they clicked:
  • "Thanks for reading along. [Topic] keeps coming up with teams like [company]. How are you handling it?"
• Whatever happens next is written back to the CRM.

• Slack
• LinkedIn
• Gmail

A LinkedIn connection from the author, and emails that open on the topics they read.

• HeyReach sends a connection request from the author's profile, with no pitch attached.
• Emails in EmailBison open on the topic of the issues they clicked:
  • "[Topic] has come up with a lot of [their role]s lately. Here is how [similar company] handled it. Worth a look for [company]?"
• Sent from separate inboxes, never the newsletter's own domain, so outreach can never hurt the newsletter's delivery.
• Two emails in total, no link in the first, and open tracking off.
• Readers stay subscribed whatever they answer. Saying no to outreach never unsubscribes them.
• A reader who replies, or keeps clicking, moves up to tier one.

• HeyReach
• EmailBison