Redesign of KNBR Newsletter

A newsletter is a powerful lead-generation tool. While re-designing a well-functioning newsletter is a risky task since we need to make sure that the new design enhances the performance and increase the revenue.

At Cumulus media, we work with Triton's email marketing platform. There are four newsletters released every week for each of the core websites. The sports newsletter was redesigned last month. On the Whole, The project took 2 weeks starting with research and then Design with Implementation.

Old Design

Significance of the Redesign

KNBR newsletter helps the station to generate significant revenue. There are client creatives that are included in the newsletter which boosts the revenue and also enhances the conversion rate. KNBR newsletter is information-driven and covers hot sports topics and also includes information about the events and contests. The old newsletter layout was inconsistent with the website interface and did not follow the visual guidelines.

Factors that triggered the re-design

2 years since the last implemented design - KNBR has a lot changed starting with the logo and style guides.
Significant Reduction of Click rate
The decline in List Growth Rate
Open Rate Decrease
Unsubscribe Rate Increase
A need to increase the Conversion Rate and revenue per release
Increase in Information-driven content rather than Image-based content