Companies started by numbers-driven engineers and finance folks can see creative as a cost.
But a 1.6-million-strong mailing list can drive funded loans — so I partnered with CRM and Email Marketing to prove it,
delivering Better's first quantified proof of newsletter-driven, high-funnel conversion.
Paired with new email templates that drove CTAs to the first step of getting a mortgage and a redesign that boosted open rates by 20%,
Better was onto a winner.
Mortgage News
by the Numbers
The conversion-tracking initiative delivered Better's first quantified proof of newsletter-driven conversion: one cohort alone saw 430 people fund within 90 days of a single send.
And as a result, Better could follow a customer from the moment they opened a newsletter all the way to funding their mortgage — creating a much longer feedback loop for learning what actually drove conversion.
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 — anchoring the CTA above the fold, then testing and iterating based on click-through data.
