Email Newsletter | B2B Healthcare Marketing

As the in-house Content Specialist, I was tasked with revamping the external newsletters at Centering Healthcare Institute. These go out once per month and aim to connect with our partners, build brand awareness, and keep them informed on the organization's happenings.

The external newsletter had three main issues:

A low average open rate of 17.18%

Inconsistent send-times

Low customer value

How I made our newsletter sparkle ✨

Partnered with a graphic designer to create a fresh layout, breaking content into standardized segments and optimizing emails for mobile users and screen readers

Instituted an ongoing submission form for staff to ensure newsletter content was engaging and relevant to our audience

Crafted exciting, easy-to-read content for partners, keeping their attention till the end

Established a consistent, compassionate brand voice that aligns with the organization's mission and values

Scheduled newsletters for the same time each month, on the day of the week our customers were most likely to open them

Embedded clear CTAs throughout the email to increase engagement

It has been a year since the initial newsletter revamp, and our average open rate shot up to 43.17% (about 18% higher than the industry average!).

By combining a fresh, user-friendly design, consistent scheduling, engaging content, and a compassionate brand voice, the newsletter now provides real value to our partners, strengthens connections, and effectively reflects the organization's mission.

I continue to write content for this newsletter monthly, and take so much pride in how it's grown over the past year!