Effective NewslettersCampus 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

Planning before creating

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

Print

• 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

University of Nebraska Medical Center

Template demo

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

University of Nebraska Medical CenterUniversity of Nebraska Medical Center