Last Agency
• SaaS
Mailweave wordmarkMailweave

mailweave.

Cutting Mailweave's blended CAC by 47% while doubling paid spend over twelve months

The Build | The Run | The Handoff | The Exit

Mailweave wordmarkMailweave
status

8 months standalone

what was bleeding

Mailweave had $1.8M ARR, a self-serve product, and a CAC payback north of fourteen months. The PLG motion worked. The paid motion was a mess of broad-match Google and one Twitter campaign that had been running since 2024.

months 0–3

the build

We pulled apart the funnel between sign-up and first-API-call. Half the paid traffic was landing on a marketing page that didn't show the docs. We rebuilt three landing pages around the developer's first ten minutes, then layered LinkedIn against the right ICP titles.

months 3–12

the run

Through month ten CAC fell from $612 to $324 while we doubled monthly spend. We added a content-led inbound layer once paid efficiency stabilized — fifteen technical posts that ranked, owned by an in-house writer we recruited in month four.

mid-chapter — the numbers
Blended CAC fell from $612 to $324 over ten monthsBlended CAC fell from $612 to $324 over ten months

Blended CAC fell from $612 to $324 over ten months

months 12–15

the handoff

Months 12-15 Daniel — the in-house writer who'd absorbed the SEO playbook — took over the content engine. The paid seat was filled by an internal hire we'd interviewed alongside the founders. We sat through her first three weekly reviews and then stopped.

months 15–18

the exit

Last invoice went out in February. We left the GA4 doc, the Looker board, the keyword tracker, and a Notion page that says "if X breaks, do Y." Six months later they shipped a product launch we had nothing to do with. CAC stayed flat.

what daniel said

What Daniel Reinhardt said

Honestly, I went in skeptical. An agency that pitches its own ending sounds like a marketing trick. By month nine I understood it wasn't a trick — they kept handing me things. Loom walkthroughs. The keyword tracker. The reason the LinkedIn bid cap was set the way it was. By month fourteen they'd taught my team enough that we were the ones telling them how the new pricing test was going. They built the function, then taught us out of needing them. I've never written that sentence about an agency before.
Founder avatar: DRDR
Daniel ReinhardtCo-founder & CEO · Mailweave · Berlin
results, not prophecies

the numbers that stopped moving when we left.

  • ROASn/a (SaaS — CAC payback 14mo → 6.2mo)
  • CAC reduction47% ($612 → $324)
  • revenue scale$1.8M → $5.4M ARR
  • time to in-house14 months

more graduates.

• the offer

same shape engagement. your name in this slot next.

Twelve to eighteen months. Fixed scope. We build the function, run it, train your hire, hand over the playbook. Then we're gone.

tell us what's bleedingback to the work