E-lert Newsletter Redesign:
Content & Audience Growth Strategy

Role: Lead Content and Communications Strategist

Content Strategy ● Audience Development ● Editorial Planning ● Email Marketing ● Stakeholder Engagement ● Template Design

Project Overview

I identified an opportunity to modernize the Child Welfare Information Gateway's monthly email newsletter, E-lert — a publication serving child welfare professionals, mental health and legal practitioners, and families navigating the child welfare system.

The existing template was visually outdated, hard to scan, and underperforming on key engagement metrics. I initiated and led the full redesign end-to-end, owning the content strategy, editorial structure, and stakeholder management from concept to launch.

The Challenge

The E-lert newsletter had a loyal audience but wasn't living up to its potential. The existing newsletter suffered from:

  • Outdated visual design inconsistent with the organization's brand

  • Poor content hierarchy that made it hard for readers to scan

  • Limited mobile responsiveness

  • Lower-than-industry-average engagement metrics

  • No editorial framework to guide consistent content decisions

Before & After

My Approach

  • Analyzed historical performance and benchmarked against similar organizations to identify gaps and opportunities

  • Restructured the editorial framework — clear hierarchies, prioritized CTAs, and a flex feature format for consistent monthly production.

  • Redesigned the template in GovDelivery to reflect the new content architecture — modular, scannable, and brand-consistent.

  • Partnered with the writing team, gathered feedback throughout, and iterated before full launch.