From losing subscribers to 50% growth

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Newsletter-style content is central to the Center for American Progress (CAP) email program, serving as a primary way to build trust, engagement, and loyalty among supporters.

In addition to a more transactional email program, newsletter-style content gives your supporters more than just asks—they’re an opportunity to share research updates, highlight policy wins, and give people a sense of belonging in your mission.

I spoke with Sabrina Savoie, Senior Email Marketing Specialist at CAP, about how the team scaled their program, what makes newsletter-style emails stand out in a crowded inbox, and why intentionality matters more than volume.

Sara Cederberg: Why did CAP decide to start sending more newsletter-focused content?

Sabrina Savoie: Informational content has always been central to our program. But when I joined, we were losing subscribers to both inactivity and unsubscribes—clear proof our content wasn’t resonating.

We doubled down on frequency and quality. Our flagship newsletter, InProgress, went from weekly to three times a week, supported by policy-specific editions.

By giving our subscribers more engaging content more often and optimizing organic growth through our website, we were able to grow our list by 50% in two years.

SC: How do you define loyalty among your most engaged readers?

SS: Our “active” definition has shifted. We began with a 6–8 month window, but we decided to extend it to a year to re-engage some of our subscribers.

Now we’ve been able to hone in on 5–6 months of activity because our subscribers are more active with us now than ever before.

More frequent sends give readers more chances to engage—and they’re showing up.

SC: What strategies help you stand out in a crowded inbox?

SS: Newsletters provide value, not just asks. Two strategies stand out.

First, segmentation. We use petitions and surveys to capture interests, then tailor content. During debate over Trump’s “Big Ugly Bill,” we sent state-specific newsletters showing how it would affect mortgages or energy bills locally.

Second, people-first senders. Emails from policy experts consistently outperform those from “CAP.” Readers connect with the human voice and build trust over time.

SC: Have any unconventional tactics surprised you?

SS: Again, people-first senders have been transformative. When experts write in their own voice, subscribers recognize them and trust their insights.

We also learned timing matters. While mornings are often recommended, our data showed that afternoon and evening sends perform better. Best practices aren’t universal.

SC: How do you measure whether newsletters strengthen supporter relationships?

SS: It’s about long-term patterns, not single sends. I review click data from every newsletter, HubSpot’s “Time Spent Viewing” report, and analyze engagement by segment.

That shows where we’re strong and where we need to grow.

SC: What are some common mistakes that make readers hit delete?

SS: Fake urgency is the biggest offender. Readers notice when the urgency is about us, not them.

Another is low-effort content that isn’t repackaged for the newsletter or readability. Subscribers can tell when something lacks intention—and they disengage quickly.

SC: Have you seen a newsletter spark unexpected action?

SS: It’s maybe not unexpected—but timeliness really drives engagement and action. In the first half of this year, newsletters drove more than 50,000 petition clicks and subsequent conversions.

In recent years, when skies turned orange across the East Coast due to the Canadian wildfires, we mobilized readers on climate action—and engagement spiked.

SC: What’s something you’ve learned about your audience from newsletter engagement that you couldn’t have learned anywhere else?

SS: From a broader marketing perspective, email gives us a direct line to supporters—no algorithms in the way. That makes it a completely different relationship from social.

We also gain richer data. Beyond opens and clicks, we know which issues drive action, where readers live, and even their professional roles.

That insight helps us tailor content to who our subscribers really are.

SC: Finally, what three tips would you give someone starting a newsletter-style email?

SS: First, learn from your audience, via surveys, responses, and metrics Dig into the data and act on it.

Second, focus on relationships. Center real people, not just your brand.

And third, be consistent. Cadence and voice build trust—and trust builds loyalty.

Ultimately, newsletter-style emails are how you show up for your audience—and that goodwill makes everything else possible.

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Thursday, August 21 at 10am EST
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Thursday, September 4 at 2pm EST
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'Til next time!
Sara