How to Increase Open and Click-Through Rates for Alumni E-Newsletters
Lights, Camera, Engagement!
Have you ever sent out an alumni e-newsletter with enthusiasm, only to be met with underwhelming click-through rates? Grabbing the attention of your alumni is a bit like being the star of a TV show. It’s not enough to just be there; you need to be captivating, intriguing, and entertaining to attract and keep your audience’s focus. Likewise, to keep your alumni interested and informed of university news, events, and updates, you need them to click and open content from your e-newsletter first.
In this blog post, we’ll show you how to make your e-newsletter the best show around, reaching and resonating with your alumni community and inspiring them to engage like never before.
1. Craft Compelling Subject Lines
The subject line is your first opportunity to grab your readers’ attention—the opening sequence of your show, if you will. Create subject lines that are concise, intriguing, and relevant to the content inside. Use action words, personalization, and curiosity to entice recipients to open the email.
2. Segment Your Audience
Just as not all viewers have the same taste in TV shows, not all your alumni have the same interests. Segment your email list based on factors like graduating school or degree concentration. Think of how satisfying it is to have a recommended list of shows based on your viewing history on Netflix. Your alumni want only the information that’s relevant to them, too. By sending content tailored to different subgroups, you can increase relevance and engagement.
3. Optimize for Mobile
Ensure your e-newsletters are mobile-responsive. Most people check emails, watch their favorite shows, and let’s face it, everything else on their smartphones, so it’s essential that your content looks good and functions well on mobile devices.
4. Provide Valuable Content
Your content is like an episode of a hit TV show. To keep your viewers hooked, it’s got to be jam-packed with info, totally engaging, and a visual treat. Roll out high-quality images, write the script with well-organized text, and lead with headlines that steal the spotlight. The star of the show? Success stories, groundbreaking research, and upcoming events that’ll have your alumni on the edge of their seats.
5. Use Clear and Compelling Calls to Action (CTAs)
Include prominent, easy-to-spot CTAs that guide readers to take action. Whether it’s “Read More,” “Donate Now,” or “Register Today,” make sure your CTAs are simple and straightforward, enticing, and strategically placed within your content.
6. Consider A/B Testing
Experiment with different elements in your e-newsletters. A/B testing allows you to compare elements like subject lines, content layout, photos vs. graphics, and CTAs to see what resonates most with your audience.
7. Personalize Your Emails
Imagine your readers as characters in the show. The secret to keeping them engaged? Personalization. Call them by name and make the plot about their unique interests whenever you can. They will appreciate and like the attention!
8. Build a Relationship
Use your e-newsletters to foster a sense of community. Share stories of students, alumni, and faculty, showcase the university’s achievements, and make recipients feel like part of something bigger. Your emails should be part of greater outreach, not the sole platform for engaging your alumni.
9. Be Strategic with Timing
Send your e-newsletters at optimal times when your audience is most likely to check their emails. This may vary depending on your target demographic, so analyze your audience’s behavior to find the best timing.
10. Analyze and Iterate
Regularly analyze the performance of your e-newsletters through data analytics. Learn what content engages your audience the most and what doesn’t. Use these insights to improve your future newsletters.
Boosting your university’s e-newsletter ratings is like producing a hit TV show—it’s all about getting to know your viewers, scripting captivating episodes, and tweaking elements based on the ratings. With these 10 tips, you’ll be crafting e-newsletters that don’t just grab attention but also keep your alumni glued to the screen. As the seasons roll on, you’ll build stronger bonds and an alumni community that’s fully engaged in the storyline.
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