Inside Newsletters
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Category:
Digital Media & Email Publishing
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Platform:
Ruby on Rails (Custom Newsletter CMS & Delivery System)
Delivering Millions of Emails. Measuring Every Open.
Inside Newsletters was a premium newsletter platform that delivered daily content across 15+ verticals to over 300,000 engaged subscribers.
With open rates between 30–45% and more than 500,000 emails sent per day, it was a high-scale, precision-driven media product—and 10 Grounds built the entire platform from the ground up.
The Challenge
To manage a global team of writers and deliver hundreds of thousands of personalized emails daily, Inside needed an end-to-end platform that could handle everything from content creation to delivery, ad placement, and analytics.
It also had to maintain world-class deliverability and operate entirely within the email channel—no websites, no app.
The Solution
10 Grounds built a fully custom publishing system using Ruby on Rails, complete with a WYSIWYG editor, topic-based segmentation, and deep SendGrid integration. We engineered a robust email queuing system capable of processing over 4 million email events per day—opens, clicks, deliveries, and more.
One of the standout features was the custom-built email ad server, which dynamically allocated impression-based campaigns across newsletters without overserving.
We also developed advertiser dashboards, Clearbit-based segmentation tools, and admin controls—all from scratch.
Result
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300,000+ subscribers with high engagement across 15+ topics
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500,000+ emails sent daily with industry-leading open rates (30–45%)
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Over 4 million email events processed per day
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Seamless ad serving with impression tracking and automated allocation
🖥️
Fully integrated editorial CMS (Barboza) and advertiser reporting tools
Built With
🛠️
Backend
Ruby on Rails
📝
Editor & CMS
Custom WYSIWYG with topic management
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Email Delivery
SendGrid integration + custom queue processor
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Ad Server
In-email dynamic placement engine with impression tracking
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Analytics
Event tracking, advertiser dashboards, Clearbit segmentation
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Platform Scope
100% email-based business, fully managed by custom-built admin tool ("Barboza")
☁️
Infrastructure
Amazon Web Services (AWS)
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