Networking group enhances member newsletter

I started working with the Tampa Bay Chapter of Financial Executives International (FEI) in 2017. At the time, the chapter had an existing newsletter that went out to members, sponsors and prospects every other month. The goal of the newsletter was to educate members about upcoming events and serve as an additional touchpoint from the board.

While their newsletter had a strong following and an impressive open rate, there was room for improvement both visually and from an analytics standpoint. Platforms like MailChimp, which I use for my clients, allow users to see detailed analytics from each campaign. This includes click performance, subscriber activity, and more.

My first suggestion as their PR and marketing professional, was to add links to the newsletter wherever possible. This would allow the board to see what members are interested in and track who clicked on event registration links so they could follow up with a personal email. I also updated the style of the newsletter and added more photos to create a more scannable communication.

“Thanks to Kasey, our newsletter and grown and evolved and we’re now able to track audience activity that provides valuable insight to our board. Our newsletter is also polished and professional, which presents us in a positive light to our members and prospects.”

Mark Winkler, Communications Chair, FEI Tampa Bay

Today, the FEI Tampa Bay newsletter is distributed to more than 700 professionals, and has a 30% open rate, which is on par with the industry average. A single issue will also see around 100 unique clicks, which take readers to more information about the chapter, upcoming events and sponsor news.

Need help with your B2B newsletter? Contact me to learn more about my content marketing services.