Morningstar

The Challenge

Morningstar needed a reliable way to build and ship multiple newsletters on tight timelines while keeping quality high. Early on, the team tested automated feed-based issues. They found that fully automated selection did not always surface the most compelling stories for each audience at send time.

“Curation drives engagement for our audiences. It lets us choose the right mix of stories and craft stronger subject lines and preheaders for that day’s goals.” — Dawn Rescigno, Newsletter Lead

With a mix of daily and weekly sends, the team wanted a tool that made curated assembly fast, consistent, and easy to hand off across editors, all while playing nicely with Eloqua.

Why They Use Feedotter

Feedotter serves as the place to assemble each issue, select and order stories, refine decks and headlines, and hand off a clean, on-brand email to Eloqua.

• Curate from live content feeds, then fine-tune selection and order
• Keep layouts consistent with reusable templates
• Edit subject lines and preheaders for audience fit
• Export reliably to Eloqua for scheduling and send governance

“It meets our needs and plays well with Eloqua. The interface keeps curation smooth, and training fill-in editors is straightforward.” — Dawn Rescigno

Curation That Fits a Daily Rhythm

Morningstar runs quick daily huddles to review new content. Depending on the newsletter’s cadence, the team slots stories in immediately or builds the entire issue at once. Feedotter supports both modes.

• Daily: assemble, tweak decks, adjust images, finalize copy
• Weekly: curate throughout the week, then finalize layout before send
• Special editions: adjust sections and order to match the moment

This approach gives editors control over what matters most on that day, instead of relying on a timestamped feed order.

Results

Morningstar improved audience engagement by favoring curated issues over fully automated feeds, while keeping production reliable and predictable for a small team.

What improved

• Stronger opens and clicks from curated selections
• Faster assembly of daily and weekly issues with consistent branding
• Clearer handoffs to Eloqua and easier training for backup editors

What stayed simple

• A single place to curate and finalize issues
• Reusable templates that preserve visual standards
• A predictable workflow editors can run quickly