Case Study

Organization: Arizona State University
Timeline: 2023-Present
Role: Email Marketing & Content Strategist
Platforms: SalesForce Marketing Cloud

Objective

Redesign the school’s newsletter to improve readability, engagement, and audience relevance, while optimizing cadence and flow to maximize open rates and click-throughs.

Strategy

• Redesigned layout: Created a clean, visually engaging template with clear headings, sections, and prominent CTAs.

• Cadence optimization: Analyzed past engagement to determine ideal frequency and timing for newsletter sends.

• Audience segmentation: Tailored messaging for different groups, including personalized content for each scholarship audience, ensuring students received relevant information.

• Content alignment: Integrated newsletter content with social campaigns and landing pages to provide a seamless experience.

Execution

• Developed updated templates with clear hierarchy, sectioning, and CTA placement.

• Produced visual elements, including banners and icons for featured scholarships and news items.

• Coordinated multiple send cycles, balancing frequency to avoid audience fatigue while maintaining consistent engagement.

• Implemented A/B testing on subject lines, preview text, and CTA placement to optimize open and click-through rates.

• Monitored analytics to continually refine cadence, content, and segmentation for each audience.

Results

• Average open rate: 61%

• Newsletter subscriber growth: 94% increase since 2023 rebrand

• Audience engagement improved across segmented groups, including targeted scholarship messaging

• Positive feedback from students indicated the newsletter was clearer, easier to navigate, and more actionable

• Enhanced alignment with landing pages and social campaigns resulted in higher conversions/registrations