Cardiac Wire
Spend$1,124
Subs423
GOOD55
Quality Rate13.0%
CPQL$20.43
Raw CPL$2.66
Imaging Wire
Spend$1,226
Subs113
GOOD24
Quality Rate21.2%
CPQL$51.08
Raw CPL$10.85
Digital Health Wire
Spend$1,243
Subs322
GOOD86
Quality Rate26.7%
CPQL$14.46
Raw CPL$3.86
| Creative | Spend | Subs | CPL | GOOD | Rate | CPQL | Signal |
|---|
| DCT_118 Text Call out | $619 | 250 | $2.48 | 32 | 12.8% | $19.34 | HOLD |
| DCT_103 Confession | $274 | 119 | $2.30 | 13 | 10.9% | $21.10 | HOLD |
| DCT_112 EndangerPatient | $70 | 11 | $6.37 | 3 | 27.3% | $23.36 | TEST |
| DCT_117 Old vs New | $89 | 15 | $5.93 | 3 | 20.0% | $29.66 | TEST |
| DCT_101 Reasons Why | $72 | 18 | $3.97 | 1 | 5.6% | $71.54 | KILL |
| Creative | Spend | Subs | CPL | GOOD | Rate | CPQL | Signal |
|---|
| DCT_119 Stay Current | $289 | 24 | $12.04 | 8 | 33.3% | $36.11 | HOLD |
| DCT_103 Confession | $590 | 73 | $8.08 | 11 | 15.1% | $53.62 | REDUCE |
| DCT_114 ReplaceJournals | $274 | 13 | $21.04 | 5 | 38.5% | $54.71 | REDUCE |
| DCT_120 Information Overload | $74 | 3 | $24.57 | 0 | 0.0% | — | KILL |
| Creative | Spend | Subs | CPL | GOOD | Rate | CPQL | Signal |
|---|
| DCT_123 If you, BUT | $962 | 292 | $3.29 | 79 | 27.1% | $12.18 | SCALE |
| DCT_121 Newspaper | $73 | 6 | $12.23 | 3 | 50.0% | $24.46 | TEST |
| DCT_122 Make Better Decisions | $58 | 6 | $9.65 | 2 | 33.3% | $28.94 | TEST |
| DCT_115 AppleNotes | $66 | 5 | $13.29 | 2 | 40.0% | $33.23 | TEST |
| DCT_104 Life hack | $84 | 13 | $6.45 | 0 | 0.0% | — | KILL |
Key Insights — L14D
DCT_123 "If you, BUT" is the standout. $12.18 CPQL on DHW with 292 subs and 27% quality rate. This is the only creative at scale that's hitting the sub-$15 CPQL target. Iterate this angle for CW and IW.
Imaging Wire is the problem child. Blended CPQL is $51.08 — 3.5x worse than DHW. DCT_103 Confession has fatigued on IW (quality dropped from 33%+ all-time to 15% L14D). DCT_119 has the best IW rate (33%) but CPL is too high at $12.
Cardiac Wire quality is slipping. DCT_118 was the hero creative (49% quality W11) but has dropped to 12.8% in L14D. It's still the cheapest CW option at $19.34 CPQL, but the trend is down. New CW creative is urgent.
DCT_101 Reasons Why and DCT_120 Information Overload should be killed. Both have near-zero quality rates and CPQLs above $70.
DHW has the strongest creative bench. DCT_121 Newspaper (50% quality), DCT_115 AppleNotes (40%), and DCT_122 (33%) all have high quality rates but need more spend to validate CPQL at scale.
Data notes: Subs = confirmed Mailchimp subscribers with GOOD/EXCLUDE scoring applied. CPL = Spend ÷ Mailchimp subs (not Meta leads — will be higher than Ads Manager). CPQL = Spend ÷ GOOD subs. Quality Rate = GOOD ÷ Total subs. Cross-signups excluded. Archived/cleaned subs excluded. Signal thresholds: SCALE (CPQL < $15 + 20+ GOOD), HOLD ($15–25 CPQL or trending stable), TEST (< 15 GOOD, still evaluating), REDUCE ($25–50 CPQL with 10+ GOOD), KILL (0 GOOD or CPQL > $50).
TFM Total L14D
Spend$3,594
Subs858
GOOD165
Blended Quality19.2%
Blended CPQL$21.78
Growletter Total L14D
Spend$3,496
Subs703
GOOD177
Blended Quality25.2%
Blended CPQL$19.75
L14D Delta
CPQL GapTFM +$2.03
Quality GapTFM −6.0pts
Volume GapTFM +155 subs
TFM WinsIW (tied)
GL WinsCW, DHW
TFM TFM
| Spend | $1,124 |
| Subs | 423 |
| GOOD | 55 (13.0%) |
| CPL | $2.66 |
| CPQL | $20.43 |
Growletter GL
| Spend | $1,274 |
| Subs | 400 |
| GOOD | 105 (26.2%) |
| CPL | $3.18 |
| CPQL | $12.13 |
GL is crushing CW right now. $12.13 vs $20.43 CPQL. GL's quality rate (26.2%) is 2x TFM's (13.0%). TFM's advantage is cheaper CPL ($2.66 vs $3.18) but the quality gap erases it. CW needs new creative — DCT_118 has fatigued.
TFM TFM
| Spend | $1,226 |
| Subs | 113 |
| GOOD | 24 (21.2%) |
| CPL | $10.85 |
| CPQL | $51.08 |
Growletter GL
| Spend | $1,191 |
| Subs | 80 |
| GOOD | 23 (28.8%) |
| CPL | $14.89 |
| CPQL | $51.79 |
| GL Creative | Spend | Subs | GOOD | Rate | CPQL |
|---|
| gl_lead_broad_ugc | $516 | 25 | 11 | 44.0% | $46.95 |
| gl_lead_broad_03/20_reset | $417 | 37 | 8 | 21.6% | $52.18 |
| broad_original_lead | $213 | 15 | 3 | 20.0% | $70.93 |
IW is a dead heat — both agencies are struggling. TFM $51.08 vs GL $51.79 CPQL. IW is the hardest newsletter (radiologists are a tiny, expensive audience). GL's UGC creative has 44% quality but can't get volume. Neither agency has a winner here.
TFM TFM
| Spend | $1,243 |
| Subs | 322 |
| GOOD | 86 (26.7%) |
| CPL | $3.86 |
| CPQL | $14.46 |
Growletter GL
| Spend | $1,032 |
| Subs | 223 |
| GOOD | 49 (22.0%) |
| CPL | $4.63 |
| CPQL | $21.07 |
| GL Creative | Spend | Subs | GOOD | Rate | CPQL |
|---|
| broad_original_lead_11-18 | $327 | 69 | 17 | 24.6% | $19.22 |
| broad_lead_video | $705 | 154 | 32 | 20.8% | $22.02 |
TFM wins DHW convincingly. $14.46 vs $21.07 CPQL. DCT_123 "If you, BUT" is carrying this — 79 GOOD subs at 27% quality rate vs GL's best creative at 24.6%. TFM also has better volume (322 vs 223 subs) at a lower CPL ($3.86 vs $4.63).
Growletter Strategic Insights
GL's CW dominance comes from one ad set. "interest_jobs_original_lead" runs a single video ad (lifehack_jobroles_cw) that drives all 400 CW subs. If this creative fatigues, GL has zero CW bench. TFM has 5 active CW creatives — broader but weaker.
GL's IW UGC approach is quality-rich but volume-poor. 44% quality rate on gl_lead_broad_ugc but only 25 subs in 14 days. The 03/20 reset campaign is their volume play (37 subs) but quality is mediocre (21.6%).
GL recently launched new static creatives on DHW. "workinhospital-aipilots" is their new hero ($518 spend, 217 leads in broad_lead_video). They duplicated it into broad_original_lead_11-18 — GL is testing this creative across adsets.
Net takeaway: GL leads CW by a wide margin, IW is tied (both bad), TFM leads DHW. The opportunity is CW — if TFM can develop a CW creative with 20%+ quality rate, the gap closes fast. The "If you, BUT" hook that works on DHW should be tested on CW.
Data notes: Spend is live from Pipeboard (Mar 17–30). Subscriber counts and scoring are from Mailchimp with GOOD/EXCLUDE applied. GL subscriber counts come from their Mailchimp segments — confirmed subs only. Cross-signups excluded. CPL = Spend ÷ Mailchimp subs. CPQL = Spend ÷ GOOD subs. Archived/cleaned subs are not included.