I run a small influencer agency in Christchurch. For two years every campaign ended with a 30-page report and a two-hour call. Clients said thanks and nothing changed. Last winter I told my account manager to stop sending decks. She sent a 4-line email instead: what we spent, what it returned, the one thing that worked, and the one thing we'd drop. Renewals went up over the next two quarters. I still don't fully trust it because we changed two other things at the same time. But the decks are gone.
We tried 40-page campaign reports. Clients never read them.
Case study
Author-reported results.
- Starting situation
- Agency of six running retainers for creator brands. Reporting had become the biggest time sink after the actual campaign work, and renewals were flat.
- What changed
- Replaced the end-of-campaign deck with a short email covering spend, return, one win, one drop. Sent within 48 hours of the campaign closing.
- Result
- Renewals improved over the following two quarters and the reporting hours dropped sharply. Not a clean test, other things moved at the same time.
- Limitations
- Small sample, no control group, and we changed account staffing in the same period, so I can't claim the format did all of it.
1 reply
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0Jose MendozaMusic Teacher · membershipPhilippines·Scaling·10m ago
Quick question before I take a view on this: were those decks being read by the person who signs the renewal, or by someone junior who then summarised them upward? Those are two different problems and the fix is different. If it's the second one, the format was never the issue, the routing was. Genuinely asking, because in my membership the 'send less' fix worked for some members and did nothing for others, and the split was always about who actually opened it.
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