One Newsletter Becomes Two Focused Channels

Segmented content for sharper messaging to achieve steady subscriber growth.

A government agency needed more from their newsletter. One monthly send tried to do two jobs. Event updates and educational content competed for attention.

I split it into two focused newsletters. One built around events. One built around value and education. Each newsletter now speaks to a clear reader intent.

I rewrote subject lines to drive more opens. I redesigned the signup page to convert more visitors. The system runs in Mailchimp today. It’s built to scale into ConvertKit or HubSpot if needed.

Results after two years:

• Subscribers grew from 1,300 to 1,600
• Open rates held between 35% and 44%
• This beats the government sector average
• Click-through rate peaked at 3%