29
Newsletter That Works Session 10 - PR Media Production

Session 9 Newsletter

Embed Size (px)

DESCRIPTION

This is a class material for developing a newsletter for company.

Citation preview

Page 1: Session 9 Newsletter

Newsletter That WorksSession 10 - PR Media Production

Page 2: Session 9 Newsletter

What is a Newsletter?A newsletter is a

regularly distributed publication generally about one main topic

that is of interest to its subscribers. General

attributes of newsletters include news and upcoming events of the related

organization, as well as contact information for

general inquiries.

Page 3: Session 9 Newsletter

Newsletter format

e-Newsletter / email marketing

Page 4: Session 9 Newsletter

Newsletter format

printed newsletter

Page 5: Session 9 Newsletter

Purpose of Newsletter

Get ATTENTION/AWARENESS to your business or your website (or basically anything you want the audience to go to)

Trigger ACTION (to click, to call, to donate)

MARKET and PROMOTE readers about a certain product and/or event

INFORM and EDUCATE readers about certain information and/or product

Page 6: Session 9 Newsletter

Is it still important?YES! Particularly e-Newsletter.

All the more so, because:

People have less and less time, hence the need to get concise update

Cluttered information, hence the need to stay updated with relevant information

Fast-moving information, hence the need to stay updated with the latest information

Page 7: Session 9 Newsletter

Structure of a Newsletter

email subject

Page 8: Session 9 Newsletter

Structure of a NewsletterImportant

links

Headline

Call to action

Content

Social links

Important links

Page 9: Session 9 Newsletter

Four important actions

Page 10: Session 9 Newsletter

Email Subject

The first decision readers make

It has to capture attention and drive action (to open the email)

Short, catchy, relevant to the audience

Page 11: Session 9 Newsletter

Important LinksProvide options to readers

One click to place(s) where you want people to go, other than your main call to action.

Unsubscribe has to be made easily

Page 12: Session 9 Newsletter

Headlines

Deciding factor whether people want to read further

Write dynamic headlines with actions verbs that evokes curiosity

Well-written headlines = well-read articles = well read newsletter = loyal readers

Page 13: Session 9 Newsletter

Exercise Scenario

UI is launching its newest program, the International Dual Degree Program in Communication. This is a joint program with the University of Queensland in Australia, with 2 years program in each university.

UI wants to send out newsletters to parents of prospective students and to its alumni network.

Create a catchy email subject + headline for the newsletter.

Page 14: Session 9 Newsletter

Rieska, Jasmine, Sasa

Subject: Universitas Indonesia’s International Dual Degree Program

Headline:

An international experience : UI and UQ establish a partnership for communication studies.

Page 15: Session 9 Newsletter

Tasya, Adlin, Sasya

Subject: Open Registration for Dual Degree Program 2015

Headline: Discover the experience of pursuing future in two countries at once.

Page 16: Session 9 Newsletter

Amira, Febi, Sasti

Subject: A Fresh Learning starts here: Communication UI Dual Degree Program

Headline: Expand your knowledge globally through communication

Page 17: Session 9 Newsletter

Ifan, Iqbal, Sunyoung

Subject: Reasonable Value, Big Opportunity

Headline: For those who want to study abroad, this is the big opportunity to gain more global experience by joining the communication international program.

Page 18: Session 9 Newsletter

Nadine, Saski, Mag

Subject: UI’s new dual degree program provides a local foundation for an international career

Headline: Exploring exciting international education options through UI’s new partnership with UQ.

Page 19: Session 9 Newsletter

Meryl, Kimiko, Tatya

Subject: From us and UQ; to you and your children

Headline: Open the path to dual degrees from Universitas Indonesia and the University of Queensland for your children now!

Page 20: Session 9 Newsletter

Raisa, Aliya, Charina

Subject: Easy steps to have a dual-degree program

Headline: Go to Australia with communication program in Universitas Indonesia.

Page 21: Session 9 Newsletter

Alyssia, Danau

Subject: International education for a better future

Headline: Join UI’s communication program in going to the land down under.

Page 22: Session 9 Newsletter

Corry, Ihsan, Shabilla

Subject: You’re invited to get a double degree from UI and Australian university

Headline: At last! Discover your ultimate future with UI’s new double degree program.

Page 23: Session 9 Newsletter

ContentThink about RELEVANT TOPIC first

VARIATIONS could be a good idea to cater different concerns

Write excerpt that interests reader to read more

Use VISUAL aids

Page 24: Session 9 Newsletter

More on ContentContent should be structured like inverted pyramid - starting with the most important part first

Answer 5W+1H concisely throughout the article

Add human touch: comments, quote, survey result, photo.

Page 25: Session 9 Newsletter

Social Links / Button

Important to engage readers in a platform they are most comfortable with

Important to engage readers further through your other network

Leverage the readers’ network to promote our company

Page 26: Session 9 Newsletter

Maximizing Newsletter

Think about your AUDIENCE

Do a PROPER RESEARCH prior to writing your newsletter:

on what topic are interesting and relevant right now

what valuable insight can you provide

get accurate and accountable data, comments, quote, statistics

Make it UNDERSTANDABLE for everyone - not just for you

PROOFREAD everything before you proceed to layout, and before sending it out

Be concerned first with how it READS, before thinking about how it LOOKS

Be VISUAL

KISSS - Keep It Short and Simple, Stupid

Page 27: Session 9 Newsletter

Beyond the Basics

Newsletter should reflect your organization’s overall communications strategy.

Who are your stakeholders?

Who do you help?

What, in a larger sense, is the message you are trying to promote?

Your organization’s “brand” should extend to your newsletter: have a distinct and credible voice, and remember that the purpose of all communication is to give your audience the tools to further promote your work.

Page 28: Session 9 Newsletter

Developing ContentThink about the audience, and BRAINSTORM on ways to engage them

Think broadly about the work your organization does, and what kind of “lifestyle” content is relevant.

Think also about showcasing your company’s personality -- tell stories about changes you bring to people’s lives.

Think about relatable issues between the readers and the people you serve.

Page 29: Session 9 Newsletter

`

Use newsletter program, such as MailChimp, that provides analytics on your newsletter

Compare between the metrics: how many email recipients, how many opens the email, how many clicks, how many act on your CTA., how many unsubscribe, locations, etc.

Take notes on what article people click on.

Build from the analysis - do better next time. Measure again, analyze again, do better again.