Newsletter growth strategy

Economic Change Unit

Recommendations to grow subscriber list and engage readers

Simon Walker, No10 Downing Street, OGL 3, via Wikimedia Commons

In early 2023, di:ga worked with the Economic Change Unit to develop a growth strategy for their newsletter, the New Economy Digest. We interviewed journalists, political advisors, MPs and civil servants to find out what they thought about the newsletter. Through the interviews, we pinpointed what was working well and identified areas for improvement. We also investigated how subscribers interact with the newsletter by analysing Mailchimp data.

We used our findings to write a newsletter growth strategy for 2023 and beyond. The strategy takes a two-pronged approach. Firstly, improving the quality of the newsletter through changes to content, format and frequency. Secondly, promoting the newsletter using paid and organic tactics across different digital channels.

The strategy was well received by the Economic Change Unit and the team has begun to implement the recommendations.

The team at di:ga were really engaged in the project throughout, clearly understanding the objectives and thinking creatively about how we could achieve them. They communicated well, and produced outputs that were easy for us to incorporate into our work.

Tom Railton

Head of External Affairs and Programmes, Economic Change Unit