2.5x CTR Lift With Newsletter Redesign for US IT Consultancy
Key Results
INCREASE IN CLICK-THROUGH RATE
INCREASE IN ENGAGEMENT TIME
PRODUCTION TURNAROUND
Improving newsletter performance to support long-cycle B2B engagement
The client is a US-based IT consultancy delivering enterprise solutions such as cloud migration, systems integration and managed services. Its monthly newsletter played an important role in maintaining visibility with prospects and clients, sharing insights, case studies and industry updates. However, despite strong content, the newsletter was not delivering the expected level of engagement. Click-through rates were low, mobile rendering issues affected readability, and inconsistent design reduced overall impact. In a space where decision-makers receive a high volume of content, the business needed a more structured and reliable email format to hold attention and drive meaningful interaction.
Weak design structure and poor rendering were limiting engagement
The existing newsletter lacked a clear visual hierarchy, making it difficult for readers to identify key content and take action. Headlines, links and calls to action were not clearly differentiated, leading to low click activity. At the same time, rendering issues across email clients, particularly on mobile, created a fragmented experience, with layout breaks and unreadable sections. CTAs were often buried or too small to attract attention, contributing to below-benchmark performance. The design also lacked consistency, with variations in fonts, colours and layouts across editions. In addition, each newsletter required a lengthy production cycle, slowing down execution and limiting opportunities to test and improve performance.
We redesigned the newsletter to improve clarity, consistency and click performance
BUILT A MODULAR, VISUAL-FIRST TEMPLATE SYSTEM
We created reusable content blocks with a clear hierarchy, including structured sections for featured content, insights and calls to action, making the newsletter easier to scan and navigate.
OPTIMISED FOR MOBILE AND EMAIL CLIENT COMPATIBILITY
We implemented responsive email design, tested across major platforms including Gmail and Outlook, ensuring consistent rendering and fast load times across devices.
ENHANCED CTA VISIBILITY AND STREAMLINED WORKFLOWS
We redesigned call-to-action elements with stronger contrast and placement, while introducing a more efficient production process using templates to reduce turnaround time.
The numbers show stronger engagement, better usability and faster execution
INCREASE IN CLICK-THROUGH RATE
CTR improved from approximately 2.7% to between 7% and 9%, significantly increasing interaction with newsletter content.
INCREASE IN ENGAGEMENT TIME
Average time spent reading the newsletter increased from around 11 seconds to over 25 seconds, indicating deeper content interaction.
PRODUCTION TURNAROUND
Newsletter creation time reduced from 3–4 days to under 2 days, enabling faster iterations and more consistent publishing.
“YellowInk helped us turn our newsletter into a far more effective communication channel. The improved design, better structure and stronger mobile experience have made a clear difference to engagement. We are seeing more clicks, better feedback and a smoother workflow for our internal team.”