Newsletter Case Study
An Overview
Realizing that relationships were leading to sales, the client wanted a way to extend their reach and build long-term relationships with customers and valued network connections in the higher-education sector. The proposed solution was to promote key messages with their unique voice through monthly newsletters.
Service Used: Newsletters (Content Strategy, Content Creation, CRM Distribution/Analytics)
The Takeaway
- By sending one to two newsletters a month, the client was able to build over 10k dedicated subscribers
- There has been a steady increase in the number of opened newsletters and click through rates since launching the newsletter
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The Challenge
While the client understood the importance of building relationships with customers, previous attempts to connect through telemarketing agencies and cold calling proved unproductive. The client needed to see the value of developing connections through meaningful one-way communication versus traditional email marketing strategies.
The Process
Conduct research
Keeping up with current trends and content is crucial to creating unique newsletters. The client’s readers want up-to-date tips and fresh perspectives to apply to their career advancement. Ongoing research is conducted to include the most recent and relevant statistics in each newsletter ensuring the client’s audience is kept up-to-date on developing trends in the career and job search industry.
Personalize content
In addition to keeping a pulse on new trends, the client’s desire to keep their personal style intact is always front of mind. The newsletter is delivered through their positive, conversational, and helpful voice. This encourages subscribers to develop trust and connect deeper with the messaging.
Appeal to the right audience
The client wanted to ensure their information was reaching both job seekers and career coaches. By expanding the variety of topics and tips to benefit both groups, but dialing the tone in for career coaches, the newsletter was adapted to provide value for job seekers by making career coaches more confident and better informed.
The Results
In four short months, the client saw over 17% of subscribers opening and reading their content. The client has since seen an increase in their total audience to over 19K, with a more than a 25% open rate and 5% click-through rate. The e-newsletter is effectively connecting the client with their target audiences, pushing conversations, and getting their advice in front of career coaches and job seekers everywhere.
* I served in a variety of roles from content strategist to content creator, editor, designer, and media specialist depending on clients’ needs. I worked alongside and leading a team of marketing specialists. I am respectfully referring to ‘we’ for collaborative team decisions/efforts.
Crystal DeTemple McNeel 
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