EMAIL REBRAND
Broderick Bulletin
Role: Email Marketing Manager
Timeline: July 2024 - Present
Broderick Group’s weekly market news email is sent to local and out-of-state subscribers interested in keeping up with the latest commercial real estate news in the Puget Sound area. Emails usually consist of five to ten articles from Puget Sound Business Journal, Seattle Daily Journal of Commerce, The Registry, GeekWire, etc.
While open rates for these emails were consistent, the content wasn’t directly related to Broderick Group, leaving an opportunity to increase website traffic on the table. I suggested an email rebrand that would shift the send cadence to bi-weekly, feature a piece of organic content that will drive traffic to Broderick Group’s website, and also include links to market news articles that are more relevant to clients and/or properties represented by Broderick Group.
Results: Previous Emails vs. Rebranded Emails
Results: Broderick Website Clicks vs. Article Link Clicks
Previous Email Design
The previous market news email design simply focuses on sharing CRE news articles focused on the Eastside and Seattle, including photos, headlines, summaries, and links to each article. Rarely did the articles relate to the company so there were very few opportunities for subscribers to be driven back to the Broderick Group website.
Rebranded Email
The rebranded email includes a “hero” section that highlights business specifically related to Broderick Group with a link to a webpage on the company’s site.
In the “Latest Market News Section”, only the headline and source are listed with the link to the article included in the headline. All of these articles are related to either Broderick Group specifically, clients or represented properties of the company, or CRE news focused on the Eastside or Seattle.
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