E-newsletters for a global professional services firm
Encouraging alumni loyalty through professional insights
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.
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.
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.
Copywriting agency: Barnaby Benson Copywriting London
Newsletter copywriting: Barnaby Benson