Newsletter for SMEs
Our objective is to create a vibrant community of SMEs through a weekly newsletter featuring content from our online magazine. Our ultimate goal is to foster a user-generated content(UGC) engine where SMEs not only receive inspiration but also contribute their own valuable knowledge and insights, driving the growth and success of the entire community.
SMEs, essentially startups(~7k)
- Optimized the sign-up journey and created engaging content to attract SMEs and startups to subscribe.
- Conducted extensive market research into business trends and pain points faced by SMEs during their business journeys.
- Proactively sought out industry KOLs(Key Opinion Leaders) and entrepreneurs for interviews to inspire businesses.
- Built personal relationships with readers, established trust and highlighted the values of contributing content to our community.
- The newsletter maintained an average 24% open rate and a 5% unique click-through rate throughout the year.
- The engagement performance consistently outperformed the industry benchmark, based on Mailchimp and HubSpot data.
- The featured interview articles were consistently a hit with readers with promising engagement.
- Content helped build our brand and encouraged readers to contribute, resulting in 3% UGC growth.
Managing the newsletter at HSBC was a rewarding experience that required deep research and analytical skills. Developing content that resonated with businesses was my absolute favorite part – it was like the spark that ignited a meaningful relationship with our readers.