Full rebrand and audit of The Philadelphia Inquirer newsletter

The marketing team requested a cross functional squad to improve the Inquirer newsletter user experience. I revamped the suite of Inquirer templates to enhance the overall UX and branding. My efforts helped the team increase engagement and grow retention of paying subscribers.

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Mission

 

To deeply connect readers with Inquirer journalism and our values, developing an enduring relationship with readers that will help sustain the Inquirer's business

Objectives

 

  1. Create daily habit by repeatedly engaging our existing subscribers, while also working to grow our audience and building a multi-directional relationship with all known users.

  2. Set content goals that serve each newsletter’s specific audience and their needs.

  3. Experiment with sponsorship opportunities, cross-promotion, personalization, customization, automation and premium experiences.

  4. Develop a cross functional and agile testing ground/process for newsletter product development.

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What key performance indicators will help measure success for this newsletter?

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Goal met

List Growth

19.48% growth from August 2020 to May 2021

8,000 more subscribers in 3 months

Referral campaign (not yet happening)

 

Auto newsletter signup on registration and auto registration on newsletter signup 

Subscription Starts
75 on average since from October 1 to January 1

85 subscription starts a month

Promoting more premium stories in the MNL, such that non-subscribers convert at the hardwall.

 

UX analysis of optimal subscription promotion placement within the newsletter and testing/execution.