The Brown & White

The Brown & White is Lehigh University’s student-run newspaper. As managing editor of multimedia content, I redesigned and launched our weekly newsletter, curating the top stories from each section with hyperlinks to increase our viewership and click-through rate.

I designed each issue in Mailchimp and used click-map analysis to determine the most effective locations for hyperlinks and story topics that generated the highest traffic. Additionally, I used A/B testing to determine the best time to send the newsletter, which turned out to be at 11 a.m.

My analysis, modifications, and consistency with the paper’s newsletter format over one semester helped generate over 1,500 direct sources of traffic from a newsletter audience of 700 — nearly triple the figure the newsletter garnered the previous semester.

Click the links below to view each email PDF.