E-newsletters for a global professional services firm

Encouraging alumni loyalty through professional insights

The client


The challenge

With over 5,000 employees, this global firm inevitably has talent leave every now and then. Some of their alumni go on to thrive at rival firms; some make their mark client side in different industries. Together, they’re a valuable resource of future leads, skills and employees (they often come back into the fold enriched with experience). Our job was to produce alumni communications so insightful, enlightening and entertaining that alumni can’t help but keep reading it and staying in touch.

The solution

After identifying alumni sign-up motives, we put the emphasis on professional insights, ensuring there was a business angle to each piece. We also reiterated the benefits of being active in the network at every opportunity. Finally, in the style of broadsheet supplements, we launched a number of ongoing feature article series.


The results

Increased e-newsletter click-through rates and consistently higher traffic on the alumni website. As a result, our remit was also increased to include alumni event material.

The credits

Copywriting agency: Barnaby Benson Copywriting London

Newsletter copywriting: Barnaby Benson

Client: Freshfields

Barnaby Benson Copywriting Agency, UK

Barnaby Benson Ltd is a leading UK copywriting agency. Based in London, we provide copywriting services for many agencies and brands. We offer a wide range of writing services with a strong reputation for tone of voice.  Want to find the right words to make your point? Get in touch with us: we can help.

Barnaby Benson Copywriting, 211 Norwood Road, London, SE24 9AG 

Tel: 020 8674 3551  Contact Us

© 2020 by Barnaby Benson Ltd

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