41% Opens, +100 Attendees: The Newsletter Playbook Filling Event Rooms

Good morning, ! This week we’re unpacking how newsletters can be powerful intent signals that drive real-world event conversions, why retailers are doubling down on Meta’s AI ad suite, how multi-channel retargeting outperforms single-touch campaigns, where AI marketing budgets are flowing, the evolving role of event marketing in 2025, why visual-first storytelling beats text, and how Allica Bank’s bold “Money Hat” campaign proves the ROI of human-centered branding.

Join 50+ advertisers who reach our 400,000 executives: Start Here.

Know another marketer who’d love this? Pass it along—they’ll thank you later! Here’s the link.

AUDIENCE DATA DIVE

From Newsletter to Live Sports Investing Breakfast in NYC

When we promoted the Sports Investing Breakfast through our newsletters, one pattern was clear:

When highly relevant content meets a targeted audience, digital engagement translates directly into live participation.

High-Performing Traits

Newsletter engagement as intent signal
The event announcement achieved a ~65% open rate and ~60 unique clicks directed specifically to event information. In this very specific niche of investors in sports, a click was not casual browsing — it was the first step toward registration.

Digital-to-physical conversion
That engagement converted into 34 ticket sales and 100+ total curated attendees, demonstrating the efficiency of content-driven promotion compared to standard B2B event funnels.

Who attends — and why

• PE/Investment firms (~40%) formed the largest share, signaling strong interest in deal sourcing opportunities.
  

• Sports agencies / talent management (~15%) followed, driven by the confirmed presence of marquee speakers.
  

• Corporate / advisory / media (~30%) and other (~15%) rounded out the mix, reflecting the ecosystem around capital and culture.

Seniority matters

Nearly 45% of attendees were Managing Directors, Partners, or CEOs. Senior leaders prioritize exclusivity and high-density networking, which accelerated their decision to attend.

Content hooks that resonated
Panels combining capital, culture, and governance proved the strongest draws:

• From Icons to IP → celebrity, brand control, equity.
  

• PE’s Sports Playbook → deal structures, league rules, ROI.
  

• Legacy & Leverage → ownership, governance, long-term value.

Strategic Implications

• Newsletters act as intent data: High open and click-through rates are reliable predictors of conversion in specialized verticals.
  

• Segmentation is decisive: Knowing exactly which firms and roles engage enables sharper targeting and stronger networking environments.
  

• Content alignment drives attendance: The same mix of specificity, urgency, and human narrative that fuels newsletter engagement also fills event rooms.

For us, the takeaway is clear: by aligning newsletter content with live event positioning, the path from inbox to in-person can be both direct and measurably effective.

AD INTEL

Retailers Double Down on Meta’s AI Ad Suite

Retailers are betting big on automation. In Q2 2025, 35% of US retail advertiser spending on Meta went to Advantage+ shopping campaigns (ASCs), nearly double the 19% share from two years earlier, per Tinuiti. The surge underscores a clear shift: marketers are growing more comfortable letting AI handle campaign optimization.

That trust isn’t limited to Meta. A DoubleVerify/Sapio Research survey shows 46% of marketers now use AI for bidding and mid-flight optimization, up from 41% in 2024. The payoff is compelling—Meta data cited in The Drum suggests AI-powered ads deliver up to 22% higher returns than traditional campaigns.

For retail marketers, the takeaway is clear: Advantage+ is no longer experimental—it’s mainstream. Budget holders looking to maximize efficiency should benchmark their AI adoption rates against peers, as the momentum toward automation shows no sign of slowing. (More)

THE FUNNEL REPORT

The Retargeting Loop: Why Multi-Channel Sequences Outperform Single-Touch Campaigns

In B2B marketing, relying on a single-channel approach often leads to missed opportunities. Integrating multiple channels—such as LinkedIn, display ads, and email—into a cohesive retargeting strategy enhances engagement and conversion rates.

For instance, initiating contact through a LinkedIn connection request, followed by a personalized message and subsequent email outreach, creates a consistent and persuasive narrative. This multi-touch approach ensures that your message reaches prospects through various touchpoints, increasing the likelihood of conversion.

Moreover, retargeting allows you to re-engage prospects who have shown interest but haven't yet converted. By serving tailored content across different platforms, you can nurture leads and guide them down the sales funnel more effectively.

Adopting a multi-channel retargeting strategy not only amplifies your reach but also builds trust and familiarity with your prospects, ultimately leading to higher conversion rates. (More)

BUDGET SHIFTS

AI in Marketing: Where Budgets Are Flowing

New data reveals that 39% of organizations are using AI to predict customer behavior, making it the top area of adoption. Close behind, 38% leverage AI for content generation and 36% for both insights and personalization at scale. Lower on the list are SEO/content optimization (27%) and audience segmentation (28%), showing that not every function has reached maturity. Importantly, 15% of companies report not using AI in marketing at all—a sign that adoption is still uneven.

For B2B marketers, this data suggests clear budget priorities: AI tools that drive customer intelligence and creative efficiency are attracting the most spend, while more operational areas remain underdeveloped. Expect budgets to continue shifting toward predictive analytics and scalable personalization as competitive benchmarks solidify. (More)

BUYER’S ROOM

The Evolving Role of Event Marketing in 2025

The latest survey of marketing professionals highlights a shift in event engagement strategies for 2025. Webinars remain the most popular tactic, with 62% of respondents planning to attend and 45% organizing their own, reflecting the growing importance of virtual platforms for networking and lead generation.

In-person events are resurging, though their role is evolving. While 48% plan to exhibit or sponsor conferences and 39% intend to attend, respondents noted that face-to-face interactions are valuable for brand building and relationship nurturing, but not always critical for lead generation compared with virtual events. Additional tactics, like co-hosting events (24%) or participating in panels (20%), further show a hybrid approach to maximize reach and impact.

This data underscores that smart marketers are blending virtual and in-person strategies to engage buyers effectively in 2025. (More)

CREATIVE THAT CONVERTS

Why Visuals Outperform Text

If you want your content to break through in 2025, think short and visual. New research shows that short-form video (30%) and images (30%) are the most leveraged formats by both B2B and B2C marketers, outperforming traditional blog posts (23%) and long-form video (19%). Interviews (24%) and user-generated content (21%) also rank highly, signaling that authenticity matters as much as production polish.

What makes these formats so effective? Attention spans are shorter than ever, and visuals deliver information faster while feeling more engaging. It’s no surprise that marketers report the highest ROI from short-form video (21%) and images (19%).

For creative teams, the takeaway is simple: prioritize snackable, visual-first storytelling. Whether through TikTok, Reels, YouTube Shorts, or branded imagery, campaigns that lean visual are more likely to capture attention—and convert. (More)

INTERESTING ARTICLES

"The purpose of our lives is to add value to the people of this generation and those that follow."

Buckminster Fuller