Communications: E-mail Newsletter

Goal: Push existing content to users and encourage additional contributions

To drive traffic and raise awareness of our internal knowledge management platform, I initiated a series of newsletters to highlight insights / learnings published on our platform.   I am the sole designer and curator behind the showcased content, and learned to iterate both on content and design based on user feedback and click activity.

Throughout the process, I’ve learned that:

• Infographics drive traffic more than pictures of contributors (we want to emphasize the community aspect of our platform)
• Even with contributor pictures featured prominently, there was a lack of awareness that content is user-contributed and anyone in the agency can contribute — I added in large call-to-actions which increased visits to our insight contribution page by 50% over a seven-day period

Due to our directory infrastructure, we cannot track open and click-through rates.  As a result, I implemented the first instance of using bit.ly to track link activity across communications, which has now been rolled out to our global communications team.

Screensots of our Knowledge Bank e-mail newsletter