Breathing life into an older, but still very effective, marketing technique
With the rise in social media marketing, mobile marketing, and every other new communication method out there, email marketing, specifically the newsletter, has been almost forgotten. Newsletters can be a powerful and cost-effective tool to reach both B2B and B2C audiences. Recent studies have shown that email is 40 times more successful in converting new clients than Facebook or Twitter, and that you are six times more likely to get a click-through from an email than a tweet. Overall, newsletters are a great way to grow and maintain relationships, display capabilities and successes, share news and points of view, and stay top-of-mind with customers, even when they are not actively making purchasing decisions. Prophet sought to implement a quarterly newsletter that did all of the above things.
I started with a name. NewsPoint rose to the top of list because it was simple and direct, and the descriptor phrase appearing near the masthead came naturally, working in the firm's position to help clients "grow better." The layout remained very basic, not only to meet mobile optimization, but to increase scannability for the reader. Articles and topics were arranged in pods containing an image, headline, and text, with links embedded throughout. Social sharing tools were added underneath content, along with standard footer information.
The design of the NewsPoint was also simplified to conform to the nature of distribution through a CRM automated marketing too. Testing was conducted across multiple platforms and devices to maximize clear and clean delivery. From the initial layout, a template was generated, with matching Word document to guide structure, schedule, and content parameters for continued ease and efficiency with each quarterly issue.
A German version of NewsPoint is in development for the next installment.