How the Community Designed Their Newsletter

[…]

Dealing with creatives? Feeling unsure which to go for? We’ve been there too.

Think back to a time when you had too many creative variations, and you weren’t quite sure which to go for. How did that go?

…well, our Community Engagement team can relate.

After all of the back and forth with the creatives, we often find ourselves with heaps of choices. And sure, having options is great, but options mean decisions, and the right decisions take energy and time. When analysis paralysis starts to creep in, we know exactly where to turn: our consumers.

You’ll hear us say it over and over again: no one’s voice matters more than your audience. But we don’t just talk the talk, we walk the walk. Seriously. Our Pulsers have helped us with everything from our ads, organic social and emails, down to the OnePulse app itself. Here’s a recent example of how we put our community and platform to the test.

In less than 15 minutes…

We’re launching our first-ever newsletter to OnePulse’s global community of Pulsers. A community made up of real people, just like you and me, who’ve agreed to use their voice to shape the brands we know and love. After sending our inaugural newsletter in December, we sent a quick Pulse to help us brainstorm. In less than 15 minutes, we had answers rolling in.

🤔 First, we asked if they had received it (to ensure we were speaking to the right people).

🙌 Second, we asked what was working.

🔮 Third, we asked what kind of content they would like to see in the future.

The Pulse results revealed key learnings for the Community Engagement team: Pulsers want to be inspired, entertained and educated with just the right amount of content displayed in a thoughtful way.

From there, it was time to start designing. We created a variety of graphics and asked for their feedback. We iterated on the ones that rose to the top and continued to Pulse—ultimately narrowing our selection down to three core designs to identify which assets were most attention-grabbing and resonating.

As a result, our next newsletter will be a direct reflection of what our users liked best. By using their voice, they truly had a hand in shaping our content.

Our advice: decisions don’t have to come solely from your team—getting input from real people gets us closer to the absolute. When we put ourselves in their shoes, we can stay close to what they really want.