167% Lift in CVR from Health Newsletter Redesign

Overview:  

Petplan needed to replace its printed fetch! magazine with a digital newsletter that could both engage and convert. This project shows the value of long-term iteration, collaboration, and content that serves both brand and business goals.

Results:

• 167% increase in conversion rate 

Strategy:

Worked cross functionally to create a monthly newsletter that aligned with brand shifts while maintaining a strong focus on engagement and conversions.

My Role: 

• Led strategic direction and content planning

• Partnered with copy and design to evolve layout and tone

• Coordinated template updates inlign with brand refreshes 

• Analyzed performance data to inform iterations

Execution:

Worked cross-functionally over two years to iterate on newsletter layout and content structure, ensuring relevance to both policyholders and prospects.