MORTGAGE NEWS
Proving Impact and Rebuilding Content Strategy
As ACD for Better's Content Team (blog + 1.6M-subscriber Mortgage News newsletter), I initiated a conversion-tracking project with CRM and Email Marketing on Mortgage News.
As a result, Better was able to follow a customer from when they opened newsletter all the way to funding with Better — up to 90 days out, far beyond the 2-week window of Better’s standard lifecycle campaigns.
This delivered Better's first quantified proof of newsletter-driven, high-funnel conversion: one cohort alone saw 430 people fund within 90 days of a single send.
Leading the team, I shifted Mortgage News's core goal from blog traffic to direct conversion.
With Design, we rolled out new templates to increase visual interest and introduced pull quotes for an editorial, magazine-style feel.
I also standardized CTA usage — placing a pre-app CTA above the fold and iterating on placement using click-through data.
Following the redesign, open rates rose 20%.
