The Flyover is a national email newsletter business that started in February of 2023 and sends the top news stories to your inbox daily, Monday through Saturday. The name, “The Flyover,” is a reference to the flyover states in the USA, a derogatory reference to the middle states that get ignored by Washington and the mainstream news. The Flyover is reframing the term as a badge of honor.
Artifact was commissioned to design a visual identity and brand around their name, build a number of marketing assets, and most importantly the HTML template for their daily newsletter, which must meet high deliverability standards across numerous email platforms and interfaces.
The newsletter has been wildly successful and are now expanding into their Weekend Edition and The Texas Flyover.
Update: After 1 year, the newsletter now has over 500,000 subscribers.
Deliverables:
- Logo identity development
- Brand style guide
- Advertising pitch document
- Additional email templates for marketing and outreach
- Various vector illustrations for the newsletter and collateral
- The coded HTML template that captures the design language and is readable across all devices and email platforms
- Provide premium, managed hosting
One of the unique things about a project like this is that the volume of daily readers grows—very high. And whenever a reader opens the newsletter, the images are downloaded from the web server, which can generate a lot of traffic and bandwidth usage.
Therefore, it’s crucial that every image be precisely optimized in the right file format (for email clients) with the highest compression possible without losing quality.
It also requires a hosting configuration with a number of different caching features enabled, including edge-caching, and speedy delivery that doesn’t bog down with a high volume of traffic.