Hey Reader,

Earlier this year, I sent what is officially my worst-performing email ever.

I’d written a piece called "The Dead Giveaways You're Using AI," born from my frustration seeing brands hurt themselves with sloppy, AI-generated content.

I thought it was helpful. I thought it was timely.

But I only got a 20% open rate when I'm used to getting around 60%.

It completely bombed. My guess is everyone was just burnt out on the topic of AI.

I published the newsletter to my website (as I do with all my email newsletters) and forgot about it.

But a funny thing happened.

A few days ago, I was looking at my website analytics, and I saw that this same post is now one of the most popular pages on my entire site.

So the content wasn't the problem. The timing of the email was.

And I never would have known if I hadn't looked at the data.

This is the whole game in marketing.

We can't rely on guesses or what we think should work. We need to look for evidence of what is working and do more of it.

Data shows you where the momentum is.

And now it gives me an opportunity to make the most of this momentum and flesh this content out into a full blog post.

So here’s a challenge for you this week:

1. Log into your website analytics. (If you don’t have access, getting it is your #1 next step)
2. Find your most popular pages from the last 90 days
3. Is there a surprising winner in that list? A forgotten post or an old page that’s quietly getting traffic?

That’s your momentum. That’s a good place to focus your energy next.

You don't have to guess what your audience wants. They're already telling you.

All the best,

Joel Woolley​ ​Marketing Strategist at Mammoth Marketing​ StoryBrand Certified Coach

P.S. Maybe some of you don't even have any analytics installed, that might be a good place to start.