Waze challenged us to create a branded newsletter that people wouldn’t click out of.
It’s about the journey
We love nothing more than a challenging brief, but when a client wants to create a newsletter that people don’t want to click out of, you have to break some old rules to build a new approach. Waze, the community-driven navigation app, challenged Codeword to develop a newsletter that highlights Waze as a thought leader in the mobility space, shares new features and app updates, and celebrates users—without readers ever needing to click out to appreciate or engage with the content.
How we did it
The Up To Speed newsletter was created to give readers exactly what the Waze app gives users: the opportunity to make better choices. Waze is about getting places faster and smarter, with the support of those around you, and our newsletter needed to do the same.
While hyperlinks and call-to-action buttons are always provided, content modules are written and designed to tell entire, engaging stories without the need to click out—unless a reader really wanted more. This way, readers were kept in the email, and clicks were measured as a high-quality engagement. Content is structured into neat modules that aim to showcase expertise, provide shortcuts, and celebrate the community.
Readers are given a look under the hood with mobility perspectives and quotes from Waze leaders. Insights from outside experts about exciting trends in travel, traffic, and technology are also shared in short, engaging summaries.
Wazers are all about finding shortcuts. Lesser-known app hacks, first-looks at new features and releases, and hidden easter eggs have been the biggest drivers of open rates for the newsletter.
Celebrate the community
The Wazer community is the reason for the Waze app’s continued evolution and success. Celebrating Wazers through data, initiatives, and really fantastic tweets are just some ways we bring them to life in the newsletter.