Objectives

• Increase website traffic from email marketing

• Position Broderick Group as a trusted commercial real estate resource

• Strengthen engagement with owned content and property marketing

• Improve click-through performance while maintaining strong open rates

• Reduce email fatigue by delivering higher-value content

Role

• Evaluated email performance metrics to identify opportunities for improvement

• Developed a new content strategy centered on original company insights

• Redesigned the newsletter structure and content hierarchy

• Reduced the send cadence from weekly to bi-weekly to prioritize quality over quantity

• Curated industry news that aligned with Broderick Group’s markets and clients

• Created strategic calls to action that directed readers to company resources, listings, and broker contacts

• Monitored campaign performance and refined content based on engagement metrics

Deliverables

• Newsletter content strategy

• Email template redesign

• Editorial content framework of curated industrial news, original feature articles, and brand-focused calls-to-action

• Performance reporting

Results

• Increased average website clicks per campaign

• Improved engagement with Broderick Group’s original content

• Expanded visibility of company insights, listings, and marketing initiatives

• Maintained exceptional email open rates ranging from 64% to 77% while improving click-through performance

• Shifted the newsletter from a curated news digest to a strategic content marketing channel that supported broader business development goals