It’s amazing to see the evolution of the email newsletter – how brands use it to communicate, how the designs have changed over the years, and how the strategies of staying relevant and engaging readers have advanced.
The combination of changing expectations and technology presents both challenges and opportunities for schools. How you communicate with your community reflects a great deal about your school’s approach to education. Parents will, rightly or wrongly, judge your school by its newsletter.
Although your newsletter should promote your school, its primary function is to inform and build relationships. Making a connection is key. Discuss topics that are relevant and interesting to your audience. If parents know they're getting useful information, they'll continue to subscribe. When parents value the information, they share.
Use these five enewsletter best practices to ensure your emails are delivered, opened and shared:
Offer personalisation. The simplest way to do this is to greet the subscriber by name at the top of the newsletter. More sophisticated options include splitting up the list by region and offering content, such as local events, that is specific to that region or allowing the subscriber to determine which sections of the e-newsletter s/he wants to receive and removing the parts s/he's not interested in.
Take advantage of the technology to build deeper relationships with your readers. Invite them to send feedback, questions, or even content (such as photos, videos, tips or news). Provide an email address where they can send feedback, questions and suggestions. Interactive polls are another fun option that may even yield some usable data. Ask for readers' opinions or perceptions about your e-newsletter, your school, or a hot topic in their area of focus.
Don't just link the headline. Look for other opportunities to link people to more information on your website or even within the e-newsletter itself.
Invite them to share the enewsletter with friends, and be sure always to provide a link to your subscription page. You can do this in a special section or in an opening message, or simply include a - Send to a Friend link that goes to your archived e-newsletter web page. It’s important to also ensure subscribers can easily opt-out.
Don’t forget a strong call to action! Your current subscribers may be an excellent, untapped resource for increasing your newsletter subscribers. These are people who already found value in your content and enjoy receiving it, so there is a much higher chance they would be willing to recommend your newsletter to friends and colleagues. Additionally, because the newsletter is being recommended to them by a person of trust, those friends and colleagues are much more likely to convert to subscribers.
Discover how to build an audience and maximise the communication value, contact us for a free consultation.
This blog was written by Celina Farrell