1440 & The Asset

Hi friends,

Once I was writing a newsletter for my previous employer.

And that’s when I came across a newsletter called 1440.

They actually sponsored us using beehiiv’s ad channel.

And in today’s example. I’ll share why they are HUGE.

Welcome emails, when done right, can turn your reader into a loyal subscriber.

But most welcome emails are garbage.

"Thanks for subscribing! Here's 10% off!"

"Welcome to our community of 50,000+ innovators!"

Generic. But,

1440: "Screw that. Let's treat people like humans."

In 2017, they started a daily news newsletter. No political slant. No clickbait. Just facts.

Fast forward to January 2026: 4.6 million subscribers. 65%+ open rates. Bootstrap. No VC money.

How?

Their welcome email is a masterclass in building trust before you've earned it.

Here's what happens:

You subscribe. Immediately, you get an email from Drew, the cofounder. Not "the team." Not "support@1440." the co-founder.

He tells you exactly what you're getting:

Human-curated. Not algorithms.

Then something that everybody misses.

He doesn't ask you to buy anything. He doesn't pitch a premium tier. He doesn't beg for a referral.

Instead, he shows you how to make sure their emails actually land in your inbox.

Step-by-step instructions. For Gmail. For Apple Mail. For everything else.

And at the bottom, the answer to the question you asked yourself.

WHY the name 1440?

Takeaway? Stop treating welcome emails like a chance to sell. Treat them like the first handshake with someone you respect. Be clear. Be human. Tell them exactly what happens next.

Let me ask you a question.

Do you know the difference between a lead magnet, a sales asset, and a value asset?

Most people use these terms interchangeably.

But they're not the same.

And knowing the difference changes how you build your entire marketing funnel.

Let me tell you.

A lead magnet exists for 1 purpose:

To capture contact information.

It's top of funnel. It's gated. Always. You give something valuable, and they give you their email.

That's the exchange.

Think: ROI calculators, checklists, and technical guides.

A sales asset supports active sales conversations.

It's the bottom of the funnel.

It's often ungated because your sales team is already talking to the prospect. You're not trying to generate leads anymore. You're trying to close deals.

Think: Case studies, product demos, and comparison guides.

A value asset builds authority and trust.

It lives anywhere in the funnel.

It's usually ungated because you want maximum reach. You're not asking. You're just proving you know your stuff.

Think: Industry reports, and webinar recordings.

Here's why this matters:

Most B2B companies create content without knowing which category it belongs to.

So they gate everything. Or they gate nothing.

Both strategies fail.

If you gate your blog posts, you're killing your SEO and reach. That's a value asset.

It should be free.

If you don't gate your ROI calculator, you're leaving leads on the table. That's a lead magnet. Gate it.

The psychology behind lead magnets is simple: reciprocity.

When you give something valuable for free, prospects feel obligated to return the favor.

They engage more. They respond to emails. They take calls.

But here's the key: your lead magnet must solve one specific problem exceptionally well.

You need all three: value assets to build authority, lead magnets to capture interest, and sales assets to close deals.

Know which is which. Build accordingly.

Your homework this week: Audit your content. Label each piece as a lead magnet, sales asset, or value asset. If something's in the wrong category, fix it.

Talk soon,

Alen