The Need For Change
The existing email newsletter had accumulated a list of more than 20,000 subscribers. Engagement on monthly sends was strong, but the team was ready to take the newsletter to the next level. The vision was to create a content experience that mirrored the live event experience as closely as possible.
A New Plan for Impact
Rep Cap developed a new branded experience, “Prepare for Impact.” Created as a weekly email newsletter for sales and business leaders, Prepare for Impact highlights the client’s best advice on how to prepare for a successful week. In addition to a new format, we updated the email newsletter design and added sections for valuable weekly resources.
The Prepare for Impact email newsletter features a brief video each week. Rep Cap assisted in strategically planning the video topics and content for a full quarter and also helped the client prepare in advance for filming. To accommodate the client’s busy schedule, Rep Cap filmed 12 videos in one session. In addition to being featured in the newsletters, the videos are hosted on the client’s YouTube channel.
A Greater Impact for Readers
From the very first send with the new format, engagement rose sharply across all metrics: open rates, click-through rates, social shares and forwards. The final result was a more sustainable production process that fit better with the client’s schedule. The Prepare for Impact email newsletter format has continued to prove appealing to the target audience of sales and business leaders, and it has also attracted new subscribers while maintaining strong engagement overall.
