Key metrics
Background
The RISE UP Navigator is the flagship newsletter of the RISE UP Network, an alliance of organisations and individuals committed to ocean conservation. Originally developed by Communications INC for Ocean Unite, the newsletter was created to amplify impactful voices for ocean conservation. The hosting of The Navigator transitioned from Ocean Unite to RISE UP in 2021.
With a shifting audience and evolving priorities across the ocean agenda, 2024 presented an ideal opportunity to re-evaluate the newsletter’s structure and purpose. Communications INC brought both strategic expertise and historical knowledge of the newsletter’s development to a full redesign aimed at re-engaging readers, streamlining content, and aligning more closely with the voices and priorities of the RISE UP network.
Objective
The redesign aimed to improve open and click-through rates, streamline the newsletter structure for better mobile readability, and drive more traffic to the RISE UP website and social channels. It also sought to highlight member-led campaigns and timely calls to action, while strengthening community engagement through a more human tone and accessible design.
Approach and delivery
Working closely with the RISE UP team, Communications INC delivered a strategic refresh of both the content and format of The Navigator.
The editorial structure was overhauled to introduce clear, scannable sections, including Introduction, Updates, Take Action, Science Focus, and Key Dates, making the newsletter easier to navigate.
The tone was refined to feel more human and engaging, with intros personalised by RISE UP campaign leads. A mobile-first, single-column layout improved readability, supported by shorter sections, clearer CTA buttons, and fewer but more targeted links.
Content was aligned with campaign priorities such as MPAs, deep-sea mining, and the Blue Economy, with link performance tracked to inform future editions.
The production process was also streamlined, reducing turnaround from four weeks to three, and making the newsletter more responsive to fast-moving developments.
The redesigned Navigator launched in October 2024 and quickly outperformed expectations. The redesign confirmed that shorter, more strategic content, combined with clearer calls to action and relevant topics, significantly boosts engagement.
