The Client:

The Deseret News was founded in 1850 and is Utah’s oldest and longest running operating business. I was hired to write and curate content for their daily newsletter, Utah Today. It has a reach of over 60,000 readers and focuses primarily on news that affects Utahns.

The Challenge:

The newsletter editor had already done an incredible job developing and defining the scope and purpose of the newsletter, but they wanted to develop it further and find a writer who could inject additional personality.

The Solution:

Through data and trial and error, I found several methods that helped improve open and click rates — for example, not using too many links, including contributions from readers, using calls to action to spur engagement and highlighting common themes in news coverage.

I also started a feature on Friday where I reported on the arts in Utah.