How United Capital Boosted Newsletter Performance by Integrating Original Content
United Capital initially relied on curated content for their newsletters, sharing carefully selected articles from various sources. While the information was valuable, the strategy wasn’t yielding the desired results. Their open rates and clickthrough rates (CTR) were unimpressive, prompting the team to rethink their approach.
The solution? Inserting their own original writing into the newsletters.
This simple adjustment led to significant improvements:
- A 23% increase in open rates.
- A 70% increase in clickthrough rates.
Here’s how they transformed their newsletter strategy:
Step 1: Identifying the Problem
United Capital realized that curated content lacked a personal touch and didn’t fully showcase the company’s unique expertise. Subscribers weren’t connecting with the content, which impacted engagement metrics.
Step 2: Leveraging Internal Expertise
The company embraced the idea that everyone within the organization is a specialist in some way. Each team member had unique insights and experiences that could add value to the newsletter.
Step 3: Monthly Idea Brainstorms
To tap into this expertise, they began hosting monthly brainstorming meetings.
- Employees from various departments gathered to share ideas, trends, and experiences related to their fields.
- These discussions served as inspiration for creating original content tailored to their audience.
Step 4: Crafting and Incorporating Original Content
The content team used the insights from these meetings to write fresh, engaging pieces that reflected the company’s voice and expertise.
- These original articles were integrated into the newsletters, replacing some of the curated content.
- By showcasing their own knowledge, the newsletters became more authentic and relatable to subscribers.
Why This Strategy Worked
- Personalized Content:
Original writing brought a unique voice to the newsletters, helping subscribers feel a stronger connection to the brand. - Showcasing Authority:
By sharing their expertise, United Capital positioned themselves as thought leaders in their industry. - Engagement-Driven Approach:
Tailoring content based on employee insights ensured relevance and value for the audience, which naturally boosted open rates and CTRs.
Results and Takeaways
- 23% Boost in Open Rates:
The shift to original content piqued subscriber interest, encouraging more people to open the emails. - 70% Increase in CTR:
Engaging and unique articles drove higher interaction, leading to more clicks and deeper engagement with the brand.
What You Can Learn From United Capital’s Success
- Leverage Internal Expertise:
Your team members are a goldmine of knowledge. Involve them in content creation to ensure authenticity and variety. - Host Idea Meetings:
Regular brainstorming sessions can generate fresh, relevant content ideas that align with your audience’s interests. - Balance Original and Curated Content:
While curated articles can add value, original content sets you apart and reinforces your brand’s authority. - Monitor and Optimize:
Test different approaches and measure performance to understand what resonates most with your audience.
Conclusion
United Capital’s transition from curated to original content demonstrates the power of authenticity and expertise. By leveraging internal knowledge and crafting unique articles, they significantly improved engagement, proving that sometimes the best ideas are already within your organization.
What’s stopping you from tapping into your team’s expertise to enhance your newsletters? Start brainstorming today!
Source: MarketingSherpa