Back and front end newsletter redesign
Challenge: With a daily newsletter to produce, editors and writers were tasked with extremely tight deadlines for creating, publishing, proofing and sending test email newsletters to the QA team in time. The in-house CMS required manual HTML hyperlinking, no tagging capabilities, or SEO friendly functionality and a Web 1.0 publishing environment to boot! My first action – redesign the newsletter using best practices. Craft subject headlines against metrics, create sharper content, alt-tags, and SEO friendly content. Change the production process from 15 steps to 5 and rethink the entire publishing process with the product team.
Result: Higher opens, click throughs, less production time, elimination of a php-based tool, time effectiveness and high SEO value.
email newsletter redesign, production process, content creation, content maintenance, content governance, web 2.0, seo, content strategy example