Newsletter for Prospects
Our objective for the Prototype newsletter was to keep businesses updated on innovation trends and news. However, the first thing I noticed about the Prototype newsletter is a decline in the subscriber base, engagement rate, and high unsubscription rate above the industry average, for over six months.
Our mission was to enhance content quality and reading experience and redesign the subscription journey to attract genuine readers.
Marketing Qualified Leads. Approximately 800 in 2021 and ~3k in 2022.
- Redesigned the sign-up journey.
- Optimized reading experience and collaborated with UX designers and Creative team.
- Crafted persona-driven messaging to improve content quality.
- Started a thought leadership council that produces monthly quality blog articles relevant to the market and business needs.
- Subscriber base increased from around 800 to 3000 in a year, turning around within two months and returning an average of 2% steady growth every month after the project was implemented.
- Opt-out rate reduced to a healthy state of monthly 0.2%.
It was inspiring to see how a client-oriented approach could have a significant impact on brand engagement, and we were able to attract genuine, loyal subscribers interested in our relevant industry content.
When we had the right subscription engine in place, we were able to channel more energy into producing meaningful content and doing less better.