Analyzing 4 Weeks of CTR Spikes | What Drives Revenue in Healthcare Newsletters

Good morning, ! This week we’re breaking down why healthcare newsletter ads are smashing revenue records, how owned channels like SEO are overtaking trend-driven tactics in B2B, and why nearly half of marketers now treat retention—not conversions—as their top creative testing metric. We also dig into the scale problem holding content strategies back and how Amazon Business pulled off a 3.5B-impression brand lift in procurement marketing.

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AUDIENCE DATA DIVE

Why Healthcare Newsletter Ads Are Breaking Records

Healthcare newsletter ads are hitting new highs, and the secret isn’t just timing—it’s perfect audience–advertiser fit. Recent weeks show that pairing top-performing categories like Media/Publisher Partnerships with Finance or B2B SaaS can drive CTRs and revenue to record levels—up to 8× the usual average. Consumer Lifestyle continues to attract strong engagement, while Health & Wellness finds opportunities to connect with readers in meaningful ways. Strategic combinations like these resonate with a highly engaged, high-income audience, turning every issue into a revenue powerhouse. 

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AD INTEL

Owned Channels Lead B2B Effectiveness

B2B marketers are diversifying their media mix, with a clear tilt toward owned and sustainable channels. SEO now ranks as the most effective channel, cited by 30% of marketers as their #1 performer, per new 2025 data. That’s more than double the next-highest tactic—organic social (14%)—and well ahead of content marketing (13%).

The data shows teams are balancing short-term acquisition tools like paid ads (9%) and partnerships (9%) with long-term investments like email (8%) and video (5%). Influencer marketing trails at just 3%, underscoring a shift away from trend-based tactics in B2B.

Takeaway: Marketers should prioritize scalable, ownable assets like SEO and content infrastructure to drive sustainable growth. In a fragmented landscape, the most effective channels are those businesses control. (More)

THE FUNNEL REPORT

Most B2B SEO Strategies Stall After Page One

SEO is often treated as a reliable top-of-funnel engine—but the numbers tell a more sobering story. Ranking on page one of Google isn’t enough. Only the top three positions drive meaningful traffic.

According to recent data, the first organic result earns 27.6% of clicks. By position three, that drops to 11%. And by position ten? Just 2.4%.

That means even strong content may fail to fuel your funnel if it doesn’t rank high enough. And without traffic at the top, even the best lead nurture flows and sales plays can’t do their job.

To fix the gap, marketers need to:

• Map SEO to funnel stages—not just keywords.
  

• Prioritize content that can realistically rank top three.
  
  

• Optimize for both clicks (CTR) and conversions.
  
  

If you're not winning clicks, you're not filling the funnel. It’s time to treat SEO like a performance channel—not just a content checkbox. (More)

BUDGET SHIFTS

Content and Community Still Dominate Budgets—AI Isn’t There Yet

Despite the hype around automation, most marketers are sticking to fundamentals. New data shows 52% of businesses are prioritizing social media and community building, while 43% are investing in content quality—the top two areas of spend in 2025.

By contrast, just 7% are putting budget behind AI content tools, signaling that while interest is high, adoption remains niche.

Content analytics (33%), video (32%), and SEO (26%) round out the middle tier, reflecting steady investment in performance-driven tactics.

The takeaway: marketers are focused on depth over novelty, optimizing what works before betting big on emerging tools. AI may be the future—but for now, the budget still belongs to the basics. (More)

BUYER’S ROOM

When Scale Becomes the Sticking Point

Nearly half of B2B marketers (45%) say their organization lacks a scalable content creation model, according to CMI’s 2025 research. Only 35% report having one in place, and 20% aren’t sure—suggesting that for many teams, content production still relies on ad-hoc processes or the efforts of a few overextended contributors.

For buyers, this gap is more than an operational headache—it’s a deciding factor when evaluating vendors. A content strategist who sees that a tool or partner can’t support growth without breaking workflows will walk away. As Andi Robinson of Hijinx Marketing puts it, companies without a robust framework risk bottlenecks, misaligned messaging, and brand inconsistencies. On the flip side, scalable systems lead to better quality, consistent delivery, and more efficient resource use—exactly the capabilities buyers prioritize when making purchase decisions. (More)

CREATIVE THAT CONVERTS

Retention Becomes the Creative Testing North Star

Nearly half of marketers worldwide (46%) now rank customer retention rate as the most important metric when evaluating A/B test results — surpassing conversion rate (45%) and clickthrough rate (41%), according to April 2025 data from Ascend2. This marks a shift in creative testing priorities: instead of chasing quick wins, marketers are designing campaigns that foster long-term engagement and brand loyalty. Creative decisions are increasingly judged not just by the first click, but by whether they spark repeat interactions and keep customers coming back.

The data also shows time on site at 36% and revenue per visitor at 31% as part of the creative scorecard, while bounce rate, form abandonment, and scroll depth each sit at 21%. Meanwhile, 55% of marketers blend web analytics tools with manual testing, and 56% say their top A/B testing objective is to optimize full marketing campaigns rather than single assets. For creative teams, the message is clear: treat every test as a chance to create work that performs not only in the moment, but across the entire customer lifecycle. (More)

CASE STUDY

Amazon Business’s “Buy Smarter, Dream Bigger” Campaign: Elevating Brand Awareness in B2B Procurement

Amazon Business faced the challenge of increasing brand awareness and establishing itself as the strategic partner of choice for business procurement, distinct from Amazon’s consumer brand. With a goal to embed itself in the minds of procurement decision-makers across industries, the company launched its first large-scale advertising push: “Buy smarter. Dream bigger.”

The campaign introduced the innovative concept of Smart Business Buying (SBB)—leveraging machine learning to simplify and optimize purchasing. Over 100 tailored assets spanned video ads, banner placements, digital and offline channels, and thought leadership initiatives at conferences and media outlets. Using bold, warm colors and a modern, relatable, and humorous style, the campaign broke from traditional B2B marketing to resonate with a wide audience of professionals.

The impact was substantial:

• Brand consideration grew by 590 basis points among those who recalled the ads
  

• Reached 95% of the target audience with an average frequency of 65
  

• Delivered 3.5 billion impressions across channels
  

• Garnered 781 million paid media views and 18 million YouTube views
  
  

• Drove 7.7 million unique visitors and over 12.9 million pageviews on business.amazon.com
  

This campaign exemplifies how a holistic, data-driven approach combined with engaging, diverse, and inclusive content can transform brand perception in complex B2B markets. By clearly communicating a unique value proposition and deploying multi-channel creative assets, Amazon Business successfully positioned itself as the smart, accessible choice for business buyers everywhere. (More) 

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