Before: April 2016

This is the design I inherited. We had a reputation of being “all things global” on campus, and the email reflected that—it became a message board for any unit to promote their international event. We were known as a team player on campus, but it was prohibitively long and open/click rates showed it was providing decreasing value to our audience.

This is the design I inherited. We had a reputation of being “all things global” on campus, and the email reflected that—it became a message board for any unit to promote their international event. We were known as a team player on campus, but it was prohibitively long and open/click rates showed it was providing decreasing value to our audience.

After: April 2017

The redesigned email newsletter was shorter, has more prominent CTAs, and allowed us to highlight events according to tiers of affiliation or prominence.  Additionally, I took location out of the body copy. By requiring readers to engage with content that interested them, we received that insight, whereas previously, they could get all information they needed from the email itself.

The redesigned email newsletter was shorter, has more prominent CTAs, and allowed us to highlight events according to tiers of affiliation or prominence.

Additionally, I took location out of the body copy. By requiring readers to engage with content that interested them, we received that insight, whereas previously, they could get all information they needed from the email itself.