Challenge

Cummings aimed to improve engagement with their email newsletters, particularly the open rate, which is a key metric for audience interest and content effectiveness.

Approach

In June 2021, Cummings sent out a newsletter with the subject line: “How to Enhance Building Safety”, which previewed their involvement in Omni’s new PGA resort.

For the July 2021 newsletter, Cummings refined their approach by making the subject line more engaging: “Reinvigorating a Dallas Landmark + Emerging Health Trends”, emphasizing timely and compelling topics. The preview text also teased exclusive insights into post-COVID healthcare services, aligning with current industry concerns.

Results

• 26% open rates for the July newsletter compared to 19% open rates June.
• More engagement due to the stronger subject line and relevance of content.
• Demonstrated the impact of aligning content with timely industry trends.

Key Takeaways

1. Compelling Subject Lines Matter – Specificity and intrigue improve open rates.
2. Timely, Relevant Content Increases Engagement – Addressing current industry issues draws more interest.
3. Optimizing Preview Text Helps – A strong preview reinforces the subject line and encourages opens.

 

Email Newsletters

 

Subject July 2021: Reinvigorating a Dallas Landmark + Emerging Health Trends

Preview: our latest project, Post- Covid Healthcare Service, and more.

 

Cummings July Newsletter (non-client) Performance

 

 

 

Cummings June Newsletter (non-client)

Subject: How to Enhance Building Safety

Preview: Plus, we provided our electrical expertise for Omni’s new PGA resort

Cummings June Newsletter (non-client) Performance