UT Law CLE School Law Conference

After years of sending dense, text-heavy emails to promote our conferences, we knew it was time for a change - especially in a post-2020 world where attention spans are shorter and inboxes are more crowded.

I led the redesign of our email campaign for the 36th Annual School Law Conference, transforming the fourth send of the series into something that felt fresh, visual, and far more clickable.

We moved away from paragraphs of static information and introduced a “Digital Brochure” experience. Instead of asking readers to parse blocks of text (as in the 2020 version), we gave them one simple, clear call-to-action: click to explore. This digital piece let attendees preview speakers, sessions, sponsors, and bonus content, all in an interactive format they could scroll through at their own pace.

This Recap Email:

• The 2021 email earned a 24% CTR, 4x higher than the 2020 version (6%)

• It became the first UT CLE webcast not to see an attendance dip since the start of COVID

• Readers spent more time with the content, thanks to the intuitive, self-guided format