Using Data to Increase Employee Newsletter Engagement

I used email performance data to identify an engagement gap in STA's employee newsletter and helped redesign the content strategy around how employees interacted with the communication. THE CHALLENGE STA News consistently achieved 94–98% open rates, but average click rates were approximately 27%. Employees were paying attention—but the newsletter wasn't consistently motivating them to take the next step. THE APPROACH Rather than simply adding more content, I used performance data to rethink the newsletter experience. Changes included: ∘ Shortening and streamlining content. ∘ Becoming more selective about stories and announcements. ∘ Moving important information higher in the newsletter. ∘ Testing send times. ∘ Refining subject lines. ∘ Introducing more dynamic content. ∘ Using GIFs and video. ∘ Promoting the newsletter internally. The process was iterative: analyze performance, identify an opportunity, test a change, and continue monitoring results. RESULTS ∘ Average click rate increased from ~27% to 40–60%. ∘ The newsletter maintained its exceptionally strong 94–98% open rate while significantly improving engagement after the open. ∘ The project demonstrated the value of looking beyond surface-level metrics and using employee behavior to inform content strategy. WHAT I LEARNED An open rate tells you someone noticed a communication. It doesn't necessarily tell you whether the communication was useful, engaging, or effective. Data provided the starting point; audience understanding, experimentation, and content strategy turned that insight into improvement.