Optimizing a Newsletter Through Data Analytics + A/B Testing

Goodwill Industries International's Network Newsletter is a monthly resource connecting staff across the network. It features timely stories, important announcements, upcoming events, open job opportunities, templates, resources, and more. To ensure this newsletter offers members more value, I collaborated with the Marketing Manager to analyze performance and implement targeted optimizations.

Using data analytics and strategic A/B testing, we optimized the newsletter by testing several key elements:

Buttons vs. Hyperlinks: Tested which format drove more clicks and found buttons led to higher engagement rates.

Send Times: Experimented with different send times to identify optimal delivery windows.

Story Order: Prioritized stories based on reader interest, with the most valuable content at the top.

Calls to Action per Section: Refined the number of CTAs to drive focus and avoid overwhelming readers.

Action Words in Subject Lines: Crafted subject lines emphasizing urgency or benefits.

Reader-First Content: Focused exclusively on content that provided direct value, such as actionable resources, event details, and relevant stories.

Storytelling Techniques: Used clear, conversational language and copywriting best practices to make the newsletter feel more engaging and human.

This project shows how data-driven decisions and thoughtful content strategies can make a meaningful difference in email engagement in a relatively short time. By consistently analyzing audience behavior and testing new approaches, you can transform your email strategy into a stronger tool for connection, value, and impact. Here's a look at a Network Newsletter: