EMAIL REBRAND
Broderick Bulletin
Broderick Group
PROJECT OVERVIEW
Broderick Group’s weekly market news email newsletter kept subscribers informed on commercial real estate trends in the Puget Sound area. While open rates remained consistent, the newsletter lacked original content that tied back to Broderick Group’s services, properties, or insights, resulting in missed opportunities to drive web traffic and generate leads.
CHALLENGES
Weekly emails curated from third-party sources didn’t highlight Broderick Group’s value or expertise
No clear CTA to drive traffic to owned media or listings
Opportunity to turn passive readership into active website engagement
Strategy & Solution
I proposed and executed a strategic rebrand of the email campaign with the following changes:
Send Cadence: Shifted from weekly to bi-weekly to reduce email fatigue and increase content value
Content Structure: Introduced an original headline piece that spotlights Broderick Group’s through leadership, featured properties, or timely market insights
News Curation: Curated external news with greater relevance to Broderick Group clients, including developments, leases, and industry trends affecting local markets
CTA Optimization: Each email now includes multiple CTAs linking back to the company’s website, property pages, and broker contact information
The Results
Increased average website clicks per email
Boosted engagement with owned content
Enhanced brand visibility through consistent thought leadership
Maintained strong open rates (64% - 77%) while improved click-through rates
Top Skills
Email Marketing Strategy
Content Strategy & Development
Marketing Analytics & Reporting
Call-to-Action Optimization
Brand Messaging Alignment
Tools Used
Constant Contact
WordPress
Google Analytics
I’ll be in NYC May 12th - 15th
Let’s meet up for an informational interview or just to chat about career moves, creativity, or what’s next in the industry.