What started as a budget-saving mission to stop paying for unqualified HubSpot contacts (think: 2+ years of unengaged emails) turned into something much bigger. I helped create Postette, an anthropomorphic Post-it Note, to give Compose.ly's newsletter a unique voice that would actually resonate with our marketing and writing community.

The strategy worked. Since launching The Monthly Post with value-first content, recurring segments, a comedic brand voice, and stronger CTAs (read: fewer random links), we saw significant growth over 8 months:

• 35% average increase in open rates

• 52% average increase in click-through rates

• ~100 marketing contacts successfully re-engaged

• 25% higher engagement rates when Postette expanded to LinkedIn and Instagram

In less than a year, Postette didn't just save us money — she helped build brand awareness, strengthen our differentiators, and foster a small but mighty community.