Newsletter Redesign

Overview and Problem

Our education newsletter’s engagement had flatlined and site traffic was declining. User research revealed a critical shift in teacher behavior: they were now consuming most content directly in newsletters and on social media. They only visited a small handful of highly valuable websites. Common Sense wasn’t likely to be one of those websites for most people. This presented a clear opportunity. As Content Director, I led a cross-functional effort to reinvent our newsletter, transforming it from a list of links into the new “front door” for our brand.

Process and Solution

My process was rooted in user research, data analysis, and iterative testing. Along with a UX researcher, we surveyed our user base, audited existing data, and prototyped a new, narrative-driven format featuring authors from across the organization.

A key insight emerged during A/B testing: while users said they preferred shorter, link-focused emails, the longer, storytelling-focused prototype generated significantly higher open rates and equal—if not greater—engagement. This data gave us the confidence to convince executive leadership to move forward with the more ambitious (and somewhat controversial) format.

To scale this new model, my team developed a content playbook—including a style guide, annotated prototypes, templates, and a calendar—to successfully train and coordinate contributors from across the company. We also worked closely with marketing stakeholders across the organization to refine the design, balancing their promotional needs with our editorial direction.

Results and Impact

The redesigned newsletter reversed our engagement decline and became a vital channel for growth that reshaped our identity.

• The new format went viral, with one-third of subscribers reporting they shared it with a colleague
• We added 6,372 new subscribers in the first three months and 20k subscribers over the year, kicking off a consistent month-over-month growth pattern
• The program successfully broke down internal silos by creating thematic content that integrated work and authors from across the organization
• Newsletter subscribers were elevated to a KPI for the division and kicked off a revision of the marketing acquisition funnel