--- title: "Why TIME Moved Their 2M+ Subscribers to beehiiv" canonical: https://www.beehiiv.com/case-studies/time description: "TIME’s Shift From ESP Headaches to Newsletter‐First Workflow" source: live-converter generated: 2026-05-18T04:10:38.144Z --- # Why TIME Moved Their 2M+ Subscribers to beehiiv # Why TIME Moved Their 2M+ Subscribers to beehiiv ## TIME’s Shift From ESP Headaches to Newsletter‐First Workflow ![Why TIME Moved Their 2M+ Subscribers to beehiiv](https://images.prismic.io/beehiiv/aMU92mGNHVfTPNj7_Untitleddesign-28-.png?auto=format,compress) Written by Kanishka Kumawat Published on 22 Aug 2025 [](https://www.linkedin.com/sharing/share-offsite/?url=https%3A%2F%2Fwww.beehiiv.com%2Fcase-studies%2Ftime&title=Why%20TIME%20Moved%20Their%202M%2B%20Subscribers%20to%20beehiiv&summary=TIME%E2%80%99s%20Shift%20From%20ESP%20Headaches%20to%20Newsletter%E2%80%90First%20Workflow)[](https://twitter.com/intent/tweet?url=https%3A%2F%2Fwww.beehiiv.com%2Fcase-studies%2Ftime&text=Why%20TIME%20Moved%20Their%202M%2B%20Subscribers%20to%20beehiiv)[](https://www.facebook.com/sharer/sharer.php?u=https%3A%2F%2Fwww.beehiiv.com%2Fcase-studies%2Ftime)[](https://www.threads.net/intent/post?text=Why%20TIME%20Moved%20Their%202M%2B%20Subscribers%20to%20beehiiv%20https%3A%2F%2Fwww.beehiiv.com%2Fcase-studies%2Ftime) ### Table of contents ![](https://images.prismic.io/beehiiv/aeZymMBOoF08xJcU_beehiiv-increase-in-open-rates.gif?auto=format,compress) ### **Situation:** TIME has been a pioneer in media for over a century — leading transitions from print to digital and reaching millions weekly through its editorial newsletters. With over **2M subscribers** across more than a dozen newsletters, email had become a critical channel for engagement and revenue. ### **Challenge:** Until 2024, TIME was using a legacy ESP built for marketing teams, not newsrooms. This created major pain points: - Manual, fragmented workflows (copy-paste from WordPress, dev help for layouts) - Slow ability to test, iterate, and optimize content - Hard-coded ads with limited flexibility - Limited performance insights, requiring manual exports and analyst support As newsletters became a primary revenue driver, this setup was holding the editorial team back. ### **Solution:** TIME migrated **13 newsletters and 2M+ subscribers** to **beehiiv** with zero downtime. - **White-glove onboarding**: Custom domain warm-up, template setup, and full support from beehiiv’s customer success and solutions teams. - **Editorial-first workflow**: A clean editor, built-in segmentation, and scheduling tools that let editors publish without dev involvement. - **Integrated insights**: Real-time data and survey tools in one dashboard, enabling faster iteration and direct audience feedback. ![](https://images.prismic.io/beehiiv/aMU-FGGNHVfTPNj8_image4.avif?auto=format,compress) ### **Results:** The switch transformed TIME’s email operations: - **Open rates surged** — e.g. _Inside TIME_ newsletter saw a **63.8% increase**, _Health Matters_ rose from **51.0% → 60.4%** - **Click-through rates jumped** across newsletters - **Publishing speed improved**, allowing the team to launch more editions with less friction - **Audience insights deepened**, giving TIME the ability to test, segment, and gather first-party data directly Burhan Hamid, former CTO of TIME, summarized it best: “Our editors just work in beehiiv... They don’t need to fit a square peg into a round hole.” TIME didn’t just switch ESPs — they unlocked an entirely new level of editorial efficiency and audience engagement. ## 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. [ Read Case Study → ](/case-studies/open-source-ceo) ![](https://media.beehiiv.com/cdn-cgi/image/fit=scale-down,onerror=redirect,format=auto,width=640,quality=75/www/boosts-promo-2x/rockets.svg) ## The Only Writing & Publishing Tool You Need [ Start Your Free Trial ](https://app.beehiiv.com/signup?plan=max)