Q1Do we need a list already?
No. Zero subscribers is a fine place to start. The acquisition campaign builds the first list from your customers, your site and your sales team’s own contacts — never a purchased one.
B2B newsletter agency · Rosedale, NY
Walrus Mailbox.
Newsletters your buyers open on purpose.
Your blog is a graveyard. Social reach is rented. A newsletter is the one channel nobody can throttle — and most B2B companies run theirs like a compliance notice. We plan, write and launch the kind your prospects forward to their boss.
- Newsletter strategy
- 12-issue content calendar
- Subscriber acquisition
- List segmentation
- Subject lines that earn the open
- Fixed fees
§ 01
Straight answers
What buyers ask before they hand us a list
Q2Who actually writes it?
A Walrus writer interviews your people, drafts in your voice and goes through three edit passes. Nothing is sent until you’ve approved it.
Q3Which platform do we need?
The one you already pay for. We work inside Mailchimp, HubSpot, Klaviyo, Beehiiv and Customer.io, and we’ll say so if yours is the wrong fit.
Q4How fast is issue 01?
Six weeks from signed scope to send, provided your interview answers come back inside the first week. Slower answers, slower send. We’ll tell you which.
Q5What does fixed-fee mean?
The figure on the proposal is the figure on the invoice. If scope moves, we write the change down and price it before any extra work starts.
Q6Will you promise open rates?
No — anyone who does is guessing. We promise a calendar, a send schedule and copy that survived three edits. Results follow good work; they can’t be pre-sold.
Q7Isn’t B2B too dry for this?
Dry is a choice. Your buyers already read newsletters written by people who sound like people. Yours can be the one that says something.
Q8What if we want to stop?
Each engagement ends when its deliverables do. Nothing auto-renews. You re-book or you don’t, and you keep every file, list and login.
§ 02
The Walrus position
House opinions, stamped and filed
Open rate is a vanity metric until it’s tied to a sales conversation.
We set up every newsletter so a reply, a forward or a click can be traced to a name in your CRM.
- The last three sales emails that got a reply
- One customer you’d clone tomorrow
- A competitor newsletter that bores you
- Your list export, if you have one
A fourth call-to-action has never saved an issue.
Your list is the only audience nobody can throttle.
- 01The demo went great. The follow-up email lost the deal.
- 02Your onboarding doc reads like a ransom note
- 03What our best customer does every Monday
Written for a fictional freight-software client, to show the register.
If your newsletter could be sent by your competitor, it’s a brochure. Cancel it.
By appointment — book a call.
Calls are held from Rosedale, NY by phone or video. We pick up the line on (718) 341-2099 when we’re not mid-edit.
Pick a slot →Segment before you scale. Ten readers who matter beat ten thousand who don’t.
§ 03 · How an issue gets made
From blank doc to issue 01 in six weeks
Five stages, one named writer, and a calendar you can pin above your desk. The order matters: we don’t draft a word until we know who reads it and why they’d care.
FIG. 02 — Every issue gets three passes before it gets a send time.
Interrogate
Weeks 1–2. We interview your founder, two salespeople and your most annoyed customer. Their sentences become the newsletter’s voice; their objections become its first issues.
→ output written strategy brief: audience, angle, format, send day, platform call
Map the year
Week 3. Twelve issues, each with a working headline, a source, a question for your team and a job to do in the sales cycle. Argue with it. Then we lock it.
→ output 12-issue content calendar, loaded into your tool
Write issue 01 — properly
Weeks 4–5. Draft, tighten, cut the adjectives, cut again. Subject line gets five candidates and one winner. You approve the final or it doesn’t ship.
→ output approved issue 01, voice guide for everyone after it
Build the list on purpose
Landing-page copy, a signup line for your sales team’s signatures, an invitation to existing customers and two co-promotion pitches to newsletters your buyers already read. Pitched, never purchased.
→ output acquisition campaign, ready to run
Segment, then send
Week 6. Tags, segments and the welcome sequence get wired into the platform you already own, so issue 02 can speak differently to a CFO than to a plant manager.
→ output segmentation live, issue 01 sent
The calendar, laid flat
A sample run of twelve working titles. Yours gets rebuilt around your buyers.
- ISSUE 01The origin note
- ISSUE 02A customer, dissected
- ISSUE 03The myth we’re retiring
- ISSUE 04Inside a sales call
- ISSUE 05The tool stack, honestly
- ISSUE 06The mistake we shipped
- ISSUE 07Reader mailbag
- ISSUE 08Mid-year position paper
- ISSUE 09Competitor autopsy
- ISSUE 10How we price
- ISSUE 11Year-ahead bets
- ISSUE 12The send-off
§ 04
Book the call
Thirty minutes. Bring your worst newsletter.
Tell us what you’re sending now
Two minutes to fill in. We reply with call times within one working day.
§ 05
Fixed fees · invoiced from Rosedale, NY
Pick a line item. Pay the number on the proposal.
Engagement 01Wk 1–2
Newsletter strategy brief
$2,185
A written position on what your newsletter is, who it’s for and why anyone would open it.
- Three stakeholder interviews
- Audience map and editorial angle
- Format, cadence and send-day decision
- Platform recommendation
- 90-minute readout call
Engagement 02Most picked
12-issue content calendar
$3,640
Twelve issues planned down to the headline, plus issue 01 written, edited and ready to send.
- Twelve issue briefs with angle, source and sales-cycle job
- Interview questions for each issue
- Issue 01 fully drafted, three edit passes
- Voice guide for whoever writes next
- Calendar loaded into your tool
Engagement 0330-day run
Subscriber acquisition campaign
$4,725
The first thousand readers, found by invitation — not rented, not scraped.
- Landing-page copy and signup flow
- Lead-magnet brief
- Signup kit for your sales team’s signatures
- Customer-list invitation sequence
- Two co-promotion pitches, written and sent
Add-on
List-segmentation setup
Tags, segments and a welcome sequence wired into the platform you already own. Standalone, or bolted onto any engagement above.
$1,380
Segment my list
Billing: half to start, half when issue 01 ships. Every engagement ends with its deliverables — nothing auto-renews.