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This is a class material for developing a newsletter for company.
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Newsletter That WorksSession 10 - PR Media Production
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.
Newsletter format
e-Newsletter / email marketing
Newsletter format
printed 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
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
Structure of a Newsletter
email subject
Structure of a NewsletterImportant
links
Headline
Call to action
Content
Social links
Important links
Four important actions
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
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
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
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.
Rieska, Jasmine, Sasa
Subject: Universitas Indonesia’s International Dual Degree Program
Headline:
An international experience : UI and UQ establish a partnership for communication studies.
Tasya, Adlin, Sasya
Subject: Open Registration for Dual Degree Program 2015
Headline: Discover the experience of pursuing future in two countries at once.
Amira, Febi, Sasti
Subject: A Fresh Learning starts here: Communication UI Dual Degree Program
Headline: Expand your knowledge globally through communication
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.
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.
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!
Raisa, Aliya, Charina
Subject: Easy steps to have a dual-degree program
Headline: Go to Australia with communication program in Universitas Indonesia.
Alyssia, Danau
Subject: International education for a better future
Headline: Join UI’s communication program in going to the land down under.
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.
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
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.
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
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
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.
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.
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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.