Newsletter Creation: Development, Design, Copywriting, and Ghostwriting
The Project: Develop a Monthly Local Government Thought leadership Newsletter
Email marketing today has the difficult task of cutting through all the digital noise. My own personal email inbox has over 2,000 unopened emails from every website I’ve apparently ever visited. Yet, I typically always open newsletters from writers and companies I know make their emails useful and entertaining.
That was the goal for this newsletter I developed for a new GovTech procurement company, Civic Marketplace.
In addition to their regular product marketing emails, the company wanted a monthly thought leadership newsletter targeted toward public sector innovators as a way to build credibility and trust.
The idea is to highlight one big idea circulating in local gov, like can democracy survive the powers of AI or the fallacy of thinking your project is unique. The newsletter shares one public sector leader’s take on the monthly topic in a quick, digestible email. Readers can choose to read a longer version of the commentary on the company’s blog page.
My Tasks: Creation, Design, Ghostwriting and More
Create and design the all aspects a new newsletter, including:
Develop, design, and build the newsletter
Create the newsletter slogan: An essential idea for innovators on the leading edge of government
Design the newsletter logo and header in Canva
Deep research to find an interesting idea to discuss each month
Ghostwrite blogs on that topic for various public sector leaders
Ghostwrite the newsletter copy itself
Design advertisements for the second half of a newsletter promoting government contracts
Manage newsletter in HubSpot and review analytics each month
Results
The newsletter averages a 5.7% click-through rate, nearly double the all-industry average, listed by MailChimp.
Click-through rate is one of the most telling measurements of how engaging the email is.That’s because the CTR shows the amount of people who clicked a link in your email out of those who opened it, which indicates they are interested in diving deeper into the content.
The newsletter is still growing but indicators like these show it’s off to a good start and that the content is resonating with the audience.