Newsletters

The Brief

Chartwell Agency, a digital marketing firm specializing in financial services clients, needed a monthly newsletter to nurture relationships. The existing newsletter had plateaued with low engagement. The goal: create educational content that positions Chartwell as a financial services expert while subtly showcasing their capabilities and driving consultation requests.

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My Strategy

Instead of a traditional "here's what we did this month" agency newsletter, I repositioned it as a valuable resource for credit union marketers. Key strategic decisions:

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• Value-first approach: Lead with actionable insights and case study examples rather than self-promotion, establishing Chartwell as a trusted advisor rather than a vendor.

• Timely, relevant hook: Opened with "2024 is the year of the campaign...no, not THAT one" - a clever reference to the election year that immediately connects with readers' current context while pivoting to credit union growth.

• Educational framework: Structured content around specific campaign types with real examples, teaching readers what works rather than just what Chartwell offers.

• Pattern interrupt with humor: Included "Successfully Use Humor" section featuring Modern Credit Union's "Make It Rain" TV spot to show personality and demonstrate understanding that financial marketing doesn't have to be boring.

• Multiple entry points: Created scannable sections with clear headlines (Perfect Product Promotion, It's Time to Get Real, Impactful Advertising) so busy executives could quickly find relevant content.

• Soft CTAs: Each section ended with action-oriented but low-pressure calls-to-action ("Drive Sales Now," "Sign Up Now") that invited engagement without hard selling.

 

Results

• 27% increase in open rates - The revised newsletter approach dramatically improved engagement, indicating recipients found the content valuable enough to consistently open.

• Positioning achievement: Successfully repositioned Chartwell as a thought leader in credit union marketing rather than just another agency vendor.

• Lead nurturing: The educational approach kept Chartwell top-of-mind with decision-makers throughout their lengthy buying cycles, making them the natural choice when credit unions needed marketing support.

• Newsletter as sales tool: By showcasing real client results and specific campaign types, the newsletter functioned as both education and subtle portfolio demonstration, reducing the need for hard-sell tactics.