Portfolio | Rebecca Lienemann

Email

Before

This is an example of an email from IndyBar prior to me starting. While there are many positives, the branding is outdated, it is difficult to locate the information, there was unnecessary details, and it was too long for the intended audience.

After

An updated look at a bi-weekly events email distributed to members

I had the opportunity to help revamp the bi-weekly events email. The goal was to follow best practices more and make the email easier to digest. This was accomplished by changing directions of the highlighted events to break it up for the eyes, utilizing different font colors to call out specific information that is important, and most important was changing how the events were organized to be by date and not type. This allowed us to incorporate the most important information for the audience but also IndyBar. In the end, the click to open rate increased by 2% and the open rate was 49%.

New Creations

IndyBar has the opportunity to host hundreds of events each year, knowing our audience, they can't make it to every event (even the ones they wish they saw). That's why I created The Pulse, a once-quarterly email that helps members keep a pulse on what happened at IndyBar. I helped feature the past quarter's member spotlights from our socials, member benefits, blog posts to catch up on, and a few educational programs they might want to catch in our On-Demand catalog.

The concept was a success, and our members appreciated it. Unfortunately, due to marketing plans changing it was put to rest.

The Afternoon Brief was created in response to a local legal newspaper closing, leaving a blank spot in our member benefits. The creation of this email changed IndyBar's marketing plans for future events, no more individual emails on what was upcoming, no more The Pulse, and our Events bi-weekly e-newsletter and E-bulletin all went away. The Afternoon Brief is sent every workday. It contains a fun intro, local legal news that impacts our members, court of appeal updates, events, and occasionally a few other items. Our Friday edition showcases an expanded version to provide a larger highlight on upcoming events.

From the discovery that a new email would need to be created to it going out to inboxes was less than 10 days. With such a tight turnaround, I was able to use what I had created for The Pulse as a jumping-off point to create something short that all attorneys would have time to read, while also showcasing what mattered. What I was able to record was consistently higher click-to-open rates, often reaching over 10%, and higher open rates, over 55%. More importantly, the more I met with members over the first few months of this new email, the more they couldn't stop sharing their praises.

A daily e-newsletter can be scary to push out to all members, but with care, we were able to make it successful.