Optimizing a Network Newsletter Through Copy & A/B Testing

Goodwill Industries International’s Network Newsletter is a monthly publication connecting staff across the Goodwill network with updates, resources, events, and job opportunities.

To improve engagement, I partnered with the marketing manager to analyze performance data and refine the newsletter’s messaging, structure, and calls to action.

We tested several elements to improve reader engagement:

Buttons vs. hyperlinks to determine which format generated more clicks

Send times to identify optimal delivery windows

Story order to prioritize the most relevant content at the top

CTA placement to reduce clutter and improve focus

Subject line language using action-oriented phrasing and benefit-driven messaging

Reader-first content, prioritizing practical resources and timely updates

Incremental improvements across several engagement metrics showed the impact of small, data-informed adjustments to copy and structure.

Open rate: 22.48% (+1.48%)

Click rate: 6.29% (+0.76%)

Click-through rate: 27.98% (+1.66%)

These results demonstrated how testing subject lines, CTA formats, and content hierarchy can steadily strengthen engagement in recurring newsletters.