Redesigning a Fortune 50 Internal Newsletter for Higher Engagement

How I Increased Newsletter Engagement by 35%

📍 Revamping a corporate newsletter to boost readership and drive internal engagement.

Key Impact:
✅ 35% increase in readership
✅ 20% higher click-through rates
✅ Recognized as a key internal communication tool by leadership

Due to the proprietary nature of this initiative, specific content and visuals cannot be shared publicly. However, I’ve outlined the challenge, strategy and measurable impact of this work to showcase my expertise in internal communications, employee engagement and strategic content development.

Project Overview

Company: State Farm

Industry: Insurance, Financial Services, Marketing Communications

Role: Marketing Communications Specialist

Timeframe: 6 months

State Farm’s internal Marketing & Sales newsletter was struggling with low engagement. Employees and agents weren’t engaging with the content, leading to missed updates, reduced collaboration and a disconnect between teams. I led the redesign of the newsletter’s content structure, layout and messaging strategy, ensuring it became a must-read communication tool.

From Problem to Impact

    1. Engagement with the newsletter was steadily declining.

    2. Content was dense and difficult to scan, causing readers to disengage.

    3. Employees weren’t taking action on key updates, leading to missed opportunities for collaboration.

    Risk: Without improvements, the newsletter would become obsolete, reducing the effectiveness of internal communications and disconnecting employees from vital marketing insights.

    1. Analyzed audience engagement data to identify drop-off points.

    2. Redesigned the newsletter layout for readability and improved visual appeal.

    3. Refined content strategy to prioritize clarity, concise messaging, and strategic hierarchy.

    4. Introduced interactive elements, such as clickable call-to-actions and employee spotlights.

    5. Collaborated with internal teams to align content with business priorities.

    1. Readership increased by 35% within three months.

    2. Click-through rates improved by 20%, leading to higher employee engagement.

    3. Recognized by leadership as a vital communication tool for marketing updates.

    • User-focused content design drives engagement.

    • Clarity and scannability improve information retention.

    • Consistent data analysis helps refine content strategy.