AgendaDefinitionPros and ConsWhat Makes e-Newsletters Successful?Examples: Fundraising, Communications, MarketingCase StudyConclusion
DefinitionAn e-Newsletter is a regularly distributed publicationproviding information of interest to members, customersor employees.e-Newsletters have gained wide and rapid acceptance dueto the ease of communication they provide if used to theirfull potential.
Pros• Provides current and relevant info to members and visitors• Can track effectiveness: hits, click-throughs, forwards• Cost effective• Green• Call to action can be embedded: donate button• Additional info added easily: links, videos
Cons• Overloaded inboxes (email fatigue, “delete”)• If of poor quality/boring, turns off recipient• Can be caught in spam filters• Must be updated frequently to remain timely & relevant• Not distinguishing or “sexy”
What Makes It Successful?Tips for Increased Effectiveness:Titles and Taglines:• Ensure interesting, engaging and personal titles and taglinesKey Content Points:• Newsletter, not a newspaper• Colourful text and graphics• Interactive features and links
Case Study: ObservationsAbout NGO and not-for-profit websites and their e-newsletters…• We are living in an increasingly paperless world; e- publications are becoming the norm.• E-newsletters are just one of many e-publication forms, and one of the less utilized.• A ranking of 100 NGO and not-for-profit organizations was established by the Global Journal in January 2012. Of the organizations listed in the top 10, few had e- newsletters that were easily subscribed to, had online archives that were comprehensive, or had e-newsletters at all.
Case Study: Waterforpeople.org Pros Cons • Bright, Colourful • Too much information? • Use of headings, sub- • Too much reading for headings someone scanning their • Effective use of email? pictures, ads • Online archive is not • Hyperlinks comprehensive • Very informative • Easily subscribed to on website.http://www.waterforpeople.org/media-center/publications/newsletters/connections-winter-2009.pdf
ConclusionNewsletters are an age-old way for organizations tocommunicate important information to stakeholders.Adding the electronic aspect has potential to makenewsletters an invaluable source. Using techniques thatmake e-newsletters attractive, informative and interactivewill heighten the effectiveness of the transfer ofinformation.