McMaster University
Mar 2022
Campus communications were getting lost in crowded inboxes, resulting in poor engagement and students missing critical updates despite consistent outreach efforts.
I completely redesigned our newsletter strategy around data-driven storytelling and user behaviour insights. Rather than treating it as a simple information dump, I restructured content using narrative formats that connected with student priorities. I implemented weekly A/B testing on subject lines and layouts, analyzed engagement patterns to identify optimal timing, and redesigned the template around clear calls to action. Each week, I reviewed analytics to refine tone, frequency, and content hierarchy based on what actually drove clicks and conversions.
I worked closely with Academic Affairs, Student Services, and campus event coordinators to align messaging with institutional priorities while ensuring content remained student-focused. Regular feedback sessions with department heads helped balance promotional needs with genuine value delivery.
Achieved and sustained an 80% open rate over 12+ consecutive weeks, well above industry benchmarks. Click-through rates increased 40%, and event signups doubled for campaigns promoted through the newsletter.
The strategy gained executive visibility when multiple departments requested to adopt the same format. Senior leadership used our approach as a communications blueprint for faculty-wide initiatives, extending the impact beyond our original scope.
Weekly data review was crucial, small adjustments in tone and layout consistently improved performance over time.
Balancing institutional messaging with genuine student value required constant stakeholder alignment but drove better engagement than either approach alone.
Learning to present data insights in stakeholder-friendly formats helped secure buy-in for changes and led to broader organizational adoption.
Managing competing departmental priorities taught me to create win-win solutions that served both user needs and institutional goals.
Consistent testing cycles proved more valuable than dramatic overhauls, incremental improvements compounded into significant results.
