EMAIL MARKETING
Broderick Bulletin
Team: Broderick Group
Timeline: Bi-weekly Series
Tools: Constant Contact Email Marketing & Reporting, Google Analytics, WordPress
Email Newsletter Rebrand
Broderick Group's weekly email marketing newsletter kept subscribers informed on commercial real estate trends in the Puget Sound area; however, it lacked original content tied to the firm's services, properties, or insights, missing opportunities to drive website traffic and generate leads.
The Challenges
Content curated from third-party sources didn't highlight Broderick Group's value or expertise
No clear CTA to drive traffic to owned media and property listings
The Solutions
With an opportunity to turn passive readership into active website engagement, I proposed and executed a strategic rebrand of the newsletter with the following changes:
Shifted from weekly to bi-weekly cadence to reduce email fatigue and increase content value
Introduced an original headline piece that spotlights the firm through leadership, featured properties, and timely market insights
Curated external news with greater relevance to Broderick Group's clients, including developments, leases, and industry trends affecting local markets
Multiple CTAs linking back to the company's website, property listings, and broker contact information
The Results
Increased average website clicks per email
Boosted engagement with owned content
Enhanced brand visibility through consistent market insights
Maintained strong open rates (64% - 77%) while improving click-through rates
Previous Email Layout
