Shortly before I joined Panam Sports in 2018, the organization began sending monthly email newsletters out to its stakeholders to inform about the recent news from sport in the Americas and upcoming sporting events. An example of one of the original newsletters can be seen at the bottom of the page. One of my primary tasks when I first joined the organization was leading the development of the monthly newsletter. This included writing the articles, translating the Spanish articles into English, working with the designer to develop the graphics and hierarchy of information and compiling the designs into Mailchimp in order to send out to our database.

Over the last five years, working closely with our graphic designer Elizabeth Montenegro, we have drastically updated the look and feel of the monthly newsletter into a more modern and graphic oriented interface that encourages more clicks to the articles hosted on our website as well as more traffic to the Panam Sports Channel to watch premium sports content and events. We have updated the design and content sections every year in order to keep the user experience fresh while experimenting and innovating based on the results of previous campaigns. I continue to write and translate all of the articles and content pieces available in the newsletter, as well as the creative text for the header and section titles. I brief the graphic designer on all copy and photos to include and provide ideas for the creative execution of the designs. I continue to manage the implementation of the designs into the Mailchimp platform and execute the sending of the communications to our various audiences in our database depending on the type of information presented. I also manage the database and analyze the performance of each newsletter to ensure best practices are followed and inform decisions on future communications.

Since taking charge of the monthly newsletter for the organization, we have consistently surpassed the industry standard of a 20% open rate with a 3% click through rate, often reaching open rates above 25% and as high as 45% for high-profile news and event promotions. I have helped organically grow the user database from a mere 5,000 recipients in 2018 to more than 140,000 audience members across the English and Spanish databases today. All communications including Press Releases, monthly newsletters and event promotions for the Panam Sports Channel are sent in both languages in separate emails to their respective language databases.

View today’s modern newsletter design below.