BUILT BY GIRLS Newsletters
When I took on the role as Content Lead at BUILT BY GIRLS in the summer of 2018, they had just begun sporadically sending newsletters to the student and professional audiences. I took over as strategist, producer, and editor of the weekly newsletter and have more than doubled the number of subscriber. Now I send to 40k subscribers with an open rate of 36% (which is not too shabby when compared to the industry standard of 24% open rate).
It is very important to me to write in a distinct voice, address difficult issues, and react quickly to the events that are happening in our community members’ lives.
The Problem
Newsletters were sent randomly and only to promote programs or events. We needed a way to consistently touch base with our audience and offer them high-quality content.
The Solution
I created an editorial calendar based on cultural events, our social media calendar, and product releases. More than anything I prioritized consistency and creating tactical resources delivered every week.
Process
Create a monthly editorial calendar that alligned with our social media and blog schedule
Write, edit and produce most newsletters
Reach out to experts who guest write newsletter
Track and measure subscriber growth and engagement
Run A/B tests to determine what is the most affect content, subject limes, imagery, and more