6 steps to developing your e newsletter marketing strategy

6 Steps To Developing Your E-Newsletter
Marketing Strategy
Slide 1
6 Steps To Developing Your E-
Newsletter Marketing Strategy

Marketing Strategy
Slide 2
1. Define your goals
2. Define your audience
3. Determine how often you will publish
4. Continuously develop your contact list
5. Create engaging, digestible content based on your
audience
6. Use Google Analytics to track your newsletter’s impact
on your traffic
Overview
Source:Higher Education Marketing – 6 Steps To Developing Your E-Newsletter Marketing Strategy

Marketing Strategy
Slide 3
 Start by defining your goals:
 They must be integrated into your overall content strategy.
 Goals must be very specific: for instance, increase prospects by
12%.
 Before developing a newsletter, it's important to ask
yourself:
 what focus it will have
 how that fits into your overall marketing strategy.
 Readers have short attention spans that are continuously
getting shorter. If they don't immediately see something
relevant and interesting, your email gets deleted.
 Producing unique content by segment returns routinely
justifiable results.
1. Define your goals

Marketing Strategy
Slide 4
 The University of British Columbia features several
newsletters to appeal to diverse audiences interested in its
various programs.
 Dalhousie University provides email newsletter templates
and consulting services to assist its various departments in
developing campaigns consistent with its brand.
1. Define your goals - Examples

Marketing Strategy
Slide 5
 Who do you want to reach and stay in touch with? Should
you have one or several newsletters? This can be a matter of
resources and commitment within each department, but the
closer the content comes to meeting the reader's specific
interests, the better. Of course, recruiting future students is
always a top priority and newsletters can be an effective tool
in this regard.
 Example: The University of Waterloo provides a very
simple sign-up process, clearly showing a contact
name, an example of a previous issue and the
"unsubscribe" option.

Marketing Strategy
Slide 6
 Many colleges and universities reach out to current students
and the college community by letting them select which
newsletter is most relevant to them.
 Example: Capilano University encourages students to
sign up for newsletters in one or many subjects.

Marketing Strategy
Slide 7
 Newsletters are a popular resource for connecting with
alumni, particularly for community efforts.
 Example: The University of Toronto offers a newsletter
specifically for their senior alumni (over 55), with PDF
copies that are easily printable.

Marketing Strategy
Slide 8
 Maintaining a regular schedule is great, but your priority
should be on developing relevant content to share.
 If you send too frequently, you risk recipients unsubscribing
from being perceived as a spammer. Let new subscribers
choose frequency-specific options ("weekly", "monthly",
"bimonthly", etc.).
 Testing which day of the week and times of year are most
effective, along with the relative success of all other aspects
of your publication, should be an ongoing process.
3. Determine how often you will publish

Marketing Strategy
Slide 9
 Generate awareness of your newsletter:
 On your website
 Ask students to sign up on social media
 If it is a general newsletter, have a sign-up button at the
end of all your outside communications
 Communicate what they will receive and the benefits of
signing up. For a prospective students’ newsletter, an
effective call to action could be "Stay tuned to what is
happening on campus!"

Marketing Strategy
Slide 10
 Remember that quality in a contact list is always more
important than quantity.
 Review anti-spam regulations to make sure you comply with
the law. Email subscribers are seeking more than just great
content delivered to their inboxes.
 Some colleges may have the resources available to
encourage a loyal reader base by offering special e-books,
podcasts, study guides for standardized tests, or other
exclusive knowledge that typically isn't free.

Marketing Strategy
Slide 11
Busy readers are likely to browse a newsletter before deciding
if any article is worth reading.
 Enhance your usability with punchy headlines, easily
readable short stories and attractive visuals.
 Shorter, more frequent delivery might be preferable.
 Subject lines have to instantly engage, and by limiting what
is displayed to an introductory paragraph, encouraging
readers to click to see the full article on your
website, browsing becomes easier and your website's traffic
is increased.
5. Create engaging, digestible content
based on your audience

Marketing Strategy
Slide 12
 Be creative and fun with your content, using short
paragraphs, sub-headings and bullet points to enhance
readability.
 Be personable in your tone and encourage interactivity
whenever possible. Is there a named contact with personal
contact information? Even better - include a phone number
and headshot.
 Let your audience tell you what they want with a reader poll,
perhaps promoting engagement by offering prizes.
5. Create engaging, digestible content
based on your audience

Marketing Strategy
Slide 13
 Studies analyzing online behaviour suggest:
 email newsletters are the best way to drive users back to websites,
where the real engagement takes place, so it is imperative that
users are directed to an optimal student recruitment landing page.
 Feedback and your website’s analytics will allow you to
constantly improve the effectiveness of your message and
fully integrate the newsletter into your education marketing
strategy.
6. Use Google Analytics to track your
newsletter’s impact on your traffic

Marketing Strategy
Slide 14
Questions?
1.514.312.3968
info@higher-education-marketing.com
Visit our Website: Higher Education Marketing
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6 steps to developing your e newsletter marketing strategy

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6 steps to developing your e newsletter marketing strategy