A Copywriter, Graphic and Web Designer
Weekly Email Newsletter Campaign Rebrand
01.
Who is the client?
Remember that church I mentioned in on my home page? This is it! Uncommon Church ran around 400-500 congregants during my time on staff and had grown around 30% from 2020-2021, even through COVID shutdowns!
02.
What was the challenge?
The first four images in this gallery will show what the newsletter looked like prior to my hiring. Open and click-through rates weren't very high, so we made a rebrand and redesign one of our top priorities as we kicked off a remodel. The primary goal was to get readers to watch the previous week's message on YouTube. Secondary was reminding our people of the week's events and any upcoming special events, and prompting them to register for those events if registration was required.
03.
What was the solution?
Note: The design updates will be clear in the "after" set of pictures, but we're here to talk about the copy.
I zeroed in on the above-the-fold copy and ran some classic split tests—comparing an embedded video with a design-friendly play button overlay to a sharp, clean image with a short message and clear call to action. Shockingly, the simple images returned nearly double the click-through rate over the videos (which just proves the point: you never know what copy will work best without the test!).
Now, here's where I would give newbie Tyler a "Hey, Kid" talk and let him know that if he wants to increase open rates, we gotta do something about that subject line. Fortunately, I made good use of the preview lines and saw a 2% increase in open rates!
If I had a second pass at this, there would be lots of lobbying my boss for split testing subject lines against each other, but...
How about I just apply those learned lessons to your campaign instead, yeah?😉
Project Gallery
