Weekly Snapshot Responsive Newsletter
Skills:Content Strategy, Email Design, UX Design
Goal: Reinforce subscriber value and drive traffic to the AABM website. Provide an excellent viewing experience to individuals reading the message on their phones by making the template responsive.
Challenge: Develop a minimal, image-based newsletter that still seemed substantial and informative. Client specifically needed to prove to stakeholders that including less text could be a positive way to attract more article reads on the AABM website.
Process: As we evaluated the content that could be included weekly, we decided to create a simple pyramid with three major sections: a feature article, similar articles of interest (grouped by four to match the size of a vertical ad) and subscriber benefits.
Trimming the amount of text in each newsletter proved to be the hardest task for the client. To determine how much content to include and prove our strategy to project stakeholders, we employed A/B testing on two different versions of the article blocks: A) included the article image, heading, and body copy; B) included just the article image and body copy. We saw a significant increase in click rate and social media interactivity on the newsletters that included only images and headlines for each article.