SlideShare a Scribd company logo
EXHIBIT A:
 Newsletter
    before
reader survey
The feedback from our readers on the newsletter broke out
into two main categories.

AESTHETIC

• Include maps, diagrams, and pictures as much as
  possible.
• Modernize the look & feel.
• New template
• Less cluttered
• Less dense
• More images
• Too busy. Cleaner look would be more inviting to read.


CONTENT

• Let us get to know the people who contribute more.
• Shorter, more concise.
• The emails are walls of text I don’t understand.
EXHIBIT B:
    Newsletter
       after
   reader survey

• Intro paragraph
  summarizes
  content and
  provides a
  personal touch
• More use of
  images
• Staff photo shares
  who we are with
  our readers
• Reader comment
  is prominently
  featured
• Cleaned up the
  template, modern
  ized the look &
  feel
• Shortened the
  article summaries
Since the
    Redesign:




• Our open rate
  has increased
  25%; the
  average is 28%

• Our click-
  through rate has
  increased 32%;
  the average is
  10%

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Comparison of Charlottesville Tomorrow's newsletter changes

  • 1. EXHIBIT A: Newsletter before reader survey
  • 2. The feedback from our readers on the newsletter broke out into two main categories. AESTHETIC • Include maps, diagrams, and pictures as much as possible. • Modernize the look & feel. • New template • Less cluttered • Less dense • More images • Too busy. Cleaner look would be more inviting to read. CONTENT • Let us get to know the people who contribute more. • Shorter, more concise. • The emails are walls of text I don’t understand.
  • 3. EXHIBIT B: Newsletter after reader survey • Intro paragraph summarizes content and provides a personal touch • More use of images • Staff photo shares who we are with our readers • Reader comment is prominently featured • Cleaned up the template, modern ized the look & feel • Shortened the article summaries
  • 4. Since the Redesign: • Our open rate has increased 25%; the average is 28% • Our click- through rate has increased 32%; the average is 10%