--- title: "How a 16-person financial media team uses newsletters to spotlight Mongolia’s economy" canonical: https://www.beehiiv.com/case-studies/lemon-press description: "why Lemon Press Migrated from Mailchimp to beehiiv" source: live-converter generated: 2026-05-10T00:08:42.392Z --- # How a 16-person financial media team uses newsletters to spotlight Mongolia’s economy # How a 16-person financial media team uses newsletters to spotlight Mongolia’s economy ## why Lemon Press Migrated from Mailchimp to beehiiv ![How a 16-person financial media team uses newsletters to spotlight Mongolia’s economy](https://images.prismic.io/beehiiv/aXcPdgIvOtkhB7EH_Untitleddesign-24-.png?auto=format,compress) Written by Kanishka Kumawat Published on 07 Apr 2025 [](https://www.linkedin.com/sharing/share-offsite/?url=https%3A%2F%2Fwww.beehiiv.com%2Fcase-studies%2Flemon-press&title=How%20a%2016-person%20financial%20media%20team%20uses%20newsletters%20to%20spotlight%20Mongolia%E2%80%99s%20economy&summary=why%20Lemon%20Press%20Migrated%20from%20Mailchimp%20to%20beehiiv)[](https://twitter.com/intent/tweet?url=https%3A%2F%2Fwww.beehiiv.com%2Fcase-studies%2Flemon-press&text=How%20a%2016-person%20financial%20media%20team%20uses%20newsletters%20to%20spotlight%20Mongolia%E2%80%99s%20economy)[](https://www.facebook.com/sharer/sharer.php?u=https%3A%2F%2Fwww.beehiiv.com%2Fcase-studies%2Flemon-press)[](https://www.threads.net/intent/post?text=How%20a%2016-person%20financial%20media%20team%20uses%20newsletters%20to%20spotlight%20Mongolia%E2%80%99s%20economy%20https%3A%2F%2Fwww.beehiiv.com%2Fcase-studies%2Flemon-press) ### Table of contents ### Overview Lemon Press is a Mongolia-based financial media company co-founded by Ankhbayar Tserenvandan and Zolbayar Enkhbaatar (based in New York). Their mission is twofold: - Raise business acumen inside Mongolia with a modern, Mongolian-language business newsletter. - Bridge Mongolia to the world with an English-language newsletter that helps foreign readers understand the country’s economy, culture, and investment landscape. They run both publications with a 16-person team, and plan to expand into video and other formats. ## The Newsletters 1) Lemon Press - Language: Mongolian - Audience: Modern business professionals in Mongolia - Focus: Business, finance, market news - Cadence: ~22–25 sends per month (as referenced in their email operations) 2) Inside Mongolia - Language: English - Audience: Anyone interested in Mongolia (especially foreigners and investors) - Focus: Business + investment opportunities, market insights, plus broader topics like politics, nature, culture, food, and arts ## The Backstory Ankhbayar is passionate about showing the world what Mongolia really is—beyond the quick mental snapshot most people have (Genghis Khan and a chapter from high school history). Through Inside Mongolia, readers learn Mongolia’s story as a resource-rich country with meaningful upside: extensive mineral deposits (coal, copper, gold, silver, fluorite) and a deep livestock tradition rooted in nomadic culture (including millions of horses, alongside sheep, goats, cattle, and camels). Lemon Press originally launched ~18 months prior as a Mongolian-language newsletter. After adding Inside Mongolia in January 2022, the company expanded its mission: inform local professionals while also welcoming global readers into the Mongolia opportunity set. ## Why Newsletters The founders are “huge newsletter fans” and point to newsletters as: - Personal: a direct relationship with readers - Accessible: easy for people to consume regularly - Efficient: cost-effective distribution that reaches thousands consistently - High-leverage: “thousands of people every day on a regular basis with little to no effort” They were also inspired by newsletters like Morning Brew, and wanted a similarly modern, repeatable content product for their markets. ## The Challenge ### Outgrowing Mailchimp They used Mailchimp for Lemon Press since September 2020, but ran into several operational issues: - Support friction: Customer support was hard to access at their tier - Slow workflow: Content builder felt laggy and inefficient - Pricing mismatch: tiers didn’t align well with their sending volume - Send-based penalties: sending 22–25 emails/month pushed them into extra costs - Big upgrade gaps: price jumps between tiers made upgrading feel unreasonable They needed a platform that wouldn’t punish a high-cadence newsletter business—and that would feel fast, modern, and reliable. ## Why beehiiv Their decision came from a mix of product belief and founder conviction: - They had been following Tyler Denk’s writing about Morning Brew products and found it “impressive and in-depth.” - After testing beehiiv for about a month, they committed to migrating both newsletters. - The result: they reported being “extremely happy” with the switch. ## The Vision: Mongolia’s Economy + Lemon Press’s Role The founders frame Mongolia as resource-wealthy (not “poor”), with strong industrial production tied to minerals like copper and coal, and a large youth demographic (ages 15–34) forming a major share of the population. Their publications fit into that story like this: - Lemon Press: aims to become the go-to source for Mongolian business professionals. - Inside Mongolia: aims to attract foreign investors and share a fuller picture of Mongolia and its opportunities. A memorable proof point: they learned an Inside Mongolia subscriber (head of an NYC hedge fund) invested a 20% stake in Mongolia’s largest private conglomerate—reinforcing that the audience includes serious decision-makers. ## Monetization - Lemon Press: Yes — revenue primarily comes from branded content. - Inside Mongolia: Not yet monetized. ## Favorite beehiiv Feature They called out something simple but powerful: Direct access and responsiveness—being able to “chat up the highest exec” is a big deal. They also hope beehiiv maintains that personalized customer experience as it scales. ## Advice for Anyone Considering a Switch to beehiiv Their perspective: beehiiv removes platform anxiety. It lets you focus on the real work—content and business problems—without worrying about the “structure” of the newsletter platform itself. ## Related Case Studies ![How AdQuick Scaled Industry Sponsorships with beehiiv's Ad Network](https://images.prismic.io/beehiiv/Z_VpXHdAxsiBwdKG_adquick.png?auto=format,compress) ### How AdQuick Scaled Industry Sponsorships with beehiiv's Ad Network Solving scale and visibility challenges in B2B marketing [ Read Case Study → ](/case-studies/adquick) ![How Particle for Men Generated a 1.73 ROAS Through Newsletter Ads](https://images.prismic.io/beehiiv/abfLOrbci2UF6CEY_Untitleddesign-34-.png?auto=format,compress) ### How Particle for Men Generated a 1.73 ROAS Through Newsletter Ads Scaling newsletter advertising to 8.3M readers while achieving 809 conversions with beehiiv [ Read Case Study → ](/case-studies/particle-for-men) ![The Founder Who Turned His 400k+ Newsletter Into a Negative CAC Machine](https://images.prismic.io/beehiiv/afL59cBOoF08xfCT_Untitleddesign-36-.png?auto=format,compress) ### The Founder Who Turned His 400k+ Newsletter Into a Negative CAC Machine How Open Source CEO pioneered model where newsletter ad revenue offsets customer acquisition costs with beehiiv. 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