Effective Newsletters Campus Communicator Mtg | 2.9.11.
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Transcript of Effective Newsletters Campus Communicator Mtg | 2.9.11.
University of Nebraska Medical Center
Agenda
• Planning a great e-newsletter
• E-Newsletter template demonstration
University of Nebraska Medical Center
Do You Need a Newsletter?
The five W’s1. Why do you want or need a newsletter? Why would
someone give you personal info to read it?
2. Who is the audience?
3. What purpose will it serve? What benefit will the reader
gain?
4. When /how often will it reach the audience?
5. Where will it have an impact?
• outcomes / consequences / actions desired?
Print vs. Electronic
• May already have an
established audience
• Longer content
• News-focused
• No computer needed
• Less aggressive schedule
• Self-contained
Electronic
• Must acquire permission
• Reduced cost
• Shorter content
• Tool-focused
• More interactive
• Instant distribution
• Dependant upon other info
sources (website, etc.)
University of Nebraska Medical Center
University of Nebraska Medical Center
Permission-Based Marketing
• All e-newsletters must be opt-in, not opt-out
• That means you need to build a list - ITS
cannot/will not provide a list!
• Potential sources:
• Encourage signup with existing email contacts
• Sign up through your website or offices
• Call to action from your print newsletter
Traits of Good E-Newsletters
• Useful
• Interesting
• Simple
• Authentic
University of Nebraska Medical Center
Useful
• Speaks to an audience
• Purpose-driven – content is applicable for
that audience
• Timely information – on a schedule
• On-topic – Meet the promise you’ve made
• Benefits to reader are transparent
University of Nebraska Medical Center
Interesting
• “Insider” info – what are you offering they
can’t get anywhere else?
• Utilitarian content – more tools, less press
• Interactivity – Invite participation, call them
to action; multimedia another possibility
• Links back – to your or other websites; be a
gateway to new information
University of Nebraska Medical Center
Simple
• Message is clear
• Easy to read – written for 7th-9th grade level
• Quick to read – 4-5 minutes tops, 2-3 ideal
• Uses graphics tactically – enhance rather
than override the text
• Pushes depth of content back onto other
media
University of Nebraska Medical Center
Authentic
• More blog-like in presentation –
conversational, honest, direct
• Distinct tone – How formal or funny?
• Consistent voice – Broadcasts character
• Defines what sets you apart
• Provides memorable, useful information
• Get a good title – it’s your coat of arms
University of Nebraska Medical Center
Top 5 Things to Get Your Letter Read
1. Strong subject lines – include synopsis in
subject, drop “the” and “newsletter”
2. Short, punchy headlines
3. Effective and clear captions
4. Engaging content – Message from expert;
testimonials; offer; event schedule; facts
5. Short articles – drive to web for more info
University of Nebraska Medical Center
In her own words – Q&A with Sara Cizek
UNMC Delegates newsletter
University of Nebraska Medical Center
Getting Started – Five Easy Steps
1. Account set-up
• User name, password
• Credit card
2. Upload E-Mail list
3. Contact Public Relations for template
4. Add in content
5. Send
University of Nebraska Medical Center
A few parting words. Keep in mind….
• I.T. spam/newsletter policies - read ‘em!
• Opportunity cost – “cheap but not free”
• Print newsletter template available on the
branding resources site
• These materials will be posted on branding
resources today
University of Nebraska Medical Center