Newsletter campaign| media

Project: Bi-monthly newsletter project

Client: an award-winning sustainability news platform

I worked closely with a fellow copywriter, our communications agency and the end client to deliver its bi-monthly newsletter. The newsletter was aimed at non-activists interested in sustainability and the latest trends, and was previously produced in-house. Our job was to cherry-pick the best content and recommunicate it in the founder’s signature wry, nuanced style in a way that would connect with international activists and the mainstream alike.

After a get-to-know-you briefing call, we revised the newsletter’s format to reflect the platform’s key pillars and current positioning. The founder wanted to introduce a fresh structure to the email to encourage more opens and website visits. We wrote positive, upbeat summaries of our feature story, and micro-summaries of other optimistic and thought-provoking stories, all in the founder’s signature tone of voice.

Due to tight turnaround times, our client gave us one round of feedback which we immediately implemented, before uploading the content to the email marketing platform along with purposefully created header images and gifs.

During the three years we worked together, we ran a series of A/B tests to determine open and click-rate factors, including testing headlines and different content types, including an interview section. The results helped us optimise the content and open rates increased by 68%.