EML Team Building delivers engaging team-building events for businesses across the globe. While their newsletters had an established subscriber base, they weren’t generating as much engagement or website traffic as they could.
EML partnered with BuzzGen to refresh their email marketing strategy, with the aim of creating more valuable content, improving the user experience, and encouraging more subscribers to explore their services.
Our Objectives
EML Team Building approached us with clear goals:
- Increase newsletter click-through rates.
- Drive more traffic to key service pages.
- Deliver more value to subscribers through educational content.
- Create a more engaging newsletter format that encouraged action.
Our Approach
Rather than simply promoting services, we shifted the focus towards providing genuinely useful content that would encourage subscribers to interact with every email.
A Value-First Newsletter Strategy
We redesigned the structure of each newsletter to prioritise content that readers would actively want to engage with.
This included:
- Introducing downloadable guides and resources relevant to HR professionals, event organisers and business leaders.
- Creating a “quick choices” section to encourage easy clicks.
- Writing stronger calls to action that encouraged readers to explore further.
Introducing ‘Quick Choices’
To improve usability, we introduced a dedicated Quick Choices section within each newsletter.
This allowed readers to quickly jump to the team-building activities or resources most relevant to them without scrolling through the entire email.
The result was a simpler, more user-friendly experience that encouraged more clicks and deeper engagement.
Continuous Optimisation
Each newsletter was monitored and refined based on performance.
We analysed engagement data to identify which content, layouts and calls to action generated the strongest results, allowing us to continually improve future campaigns.
Results & Impact
Our new newsletter strategy delivered significant improvements in engagement within just three months.
- Increased click-through rate from 5.81% to 23.78%– a 309% improvement.
- Significantly increased engagement by introducing valuable downloadable resources.
- Improved user experience through the addition of a dedicated Quick Choices section.
- Created a more action-focused newsletter strategy that consistently encouraged readers to visit the website and explore EML’s services.
Conclusion
Small strategic changes can make a huge difference to email marketing performance.
By focusing on value-led content rather than purely promotional messaging, we transformed EML Team Building‘s newsletters into a resource subscribers genuinely wanted to engage with. The result was a dramatic increase in click-through rates and a stronger connection between the brand and its audience.
At BuzzGen, we help businesses create email marketing campaigns that don’t just land in inboxes: they drive meaningful engagement and measurable business results.
Get in Touch
Looking to improve your email marketing performance?
Whether you’re starting from scratch or want to get more from your existing subscriber list, BuzzGen can help you create newsletters your audience actually wants to click.
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