Project

Newsletter You Will Love

Client

Homepage Creative Digital (Do it yourself)

Brief

We’ve always believed in the value that a newsletter provides. Direct communication with people who actually want to hear from you, without any competition at the moment of reading, is a powerful channel for connecting an audience with a brand (in some cases even for sales, but that wasn’t our primary goal). Our goal was to use this communication channel to share the very things we talk about ourselves – ideas, insights, projects, and inspiration. And every now and then, to give ourselves some credit when we do something well. The idea was to create content that we would personally want to read, without unnecessary clutter or information overload.

Solution

The first theme was rhythm, because we’re not fans of sending frequent newsletters that offer no value, just to stick to a schedule. We decided that once a month we would have something meaningful to say, and enough time to carefully select topics and prepare the content.

We like to simplify the process and invest time where it’s more useful, so we created a template with consistent segments and a recognizable design. Instead of thinking about structure and layout every time, we redirect our time to the topic and content. This gives us interesting and well-developed themes for our newsletter.

What we found to be useful segments:

• each newsletter has a main topic that is current and relevant
• on that topic, we often write a blog post as educational content
• we also showcase related projects to bring theory into practice
• an important segment is a review of trends or updates from our industry (what we noticed, followed, found useful…)
• and finally, we give you a peek into the @life@HP section where we share stories from agency life, open positions, or interesting internal moments

We often include a recommendation, useful tool, or fun fact,  just like we’d share it with our teammates.

Result

Month by month, our list keeps growing, and the email open rate is consistently high. For us, that’s positive feedback from the audience and a motivator to make each new newsletter more interesting and better. From an operational perspective, the solution we created is practical, doesn’t burden the team with unnecessary steps, and allows us to focus on what matters – content that brings real value to the audience. If you’d like this type of content for your brand as well, contact us – we’ll be happy to create it for you.
You can learn more about this project on our Behance profile.