Email

When everybody needs to know something really important

As the name suggests, broadcast emails (sometimes called “all staff” or “all customer” emails) are used to literally broadcast a message that the entire community needs to know, and are often used as an important channel for leadership. Broadcast emails usually have extensive approval and are sent from a well-established channel.

Considerations

This channel is best when

• your message is relevant to and affects an entire organization and/or it’s clients. Usually these messages come from senior leadership, are part of a campaign, or go through similar high-level review processes.
• your message is time-sensitive and needs to immediately be in people’s most used communications channel.

When to change the channel?

• Since the audience for broadcast messages is large and complex, these channels are reserved for key information and announcements.
• While broadcasts can be an efficient means of distributing information, to keep engagement high it is important to only send them when absolutely necessary.
• UBC has a wide network of internal email newsletters which may be better suited to some messages. Our social media channels can also be effective both internally and externally for some messages.
• Some information is better shared with individuals first, rather than surprising a large group of people at the same time.

Details

In an organization as complex as UBC there are a variety of broadcast emails available: at the faculty or department level or to the entire organization. In both cases you will need to speak with your communications leader to assess if these are the right channels for you.

Most messages at this level will require sign-off from a senior leader. For example UBC Broadcast, which serves the entire university’s internal community, requires sign off from both the Executive leader of the area sending the message and Internal Communications, or an external broadcast of a message or story to media requires similar sign of from Media Relations.

Resources

Visit the UBC Broadcast Email website to learn more about internal broadcast messages at UBC.

Visit the Media Relations website to learn more about broadcast messages to the media.

Share detailed information to a select, cross-functional group

Targeted emails are used to reach large groups with a shared need who do not share established communications channels. For example you might want to reach all administrators, all hourly employees, or all alumni from 1997. Targeted emails are more specific than broadcast emails, which contain general information for a general audience, or newsletters, which contain general information for a targeted audience.

Considerations

This channel is best when

• your message is relevant to and affects a targeted group. Usually these messages come from technical experts, are part of a campaign, or go through a similar mid-level review processes.
• you need to be quite technical or very direct in your message, because the audience expects and understands this type of information
• creating linkages or connections across the organization with people who may not have seen themselves as connected.
• your message is time-sensitive and needs to immediately be in people’s most used communications channel (email).

When to change the channel?

• Not every group has a reliable email list. You may require research or the support of groups who run major business systems (e.g. the student system, HR system, or finance systems) to develop a reliable, targeted email list.
• Does this message require a more personal touch? Leader’s toolkits can help local leaders share information in existing meetings that their team expect and are comfortable with.

Details

The email that would target and executive group will be quite different from the email that would target a trades group — even if the topic is identical they will have different information needs and expectations that you will have to meet in order for your communications to be effective. When used with effective measurement, targeted emails can help test audience engagement without having to build a full channel.

Resources

Visit the UBC Bulletin page on the UBC Communications website for an example of targeted email for an internal leadership audience.

Sometimes, it’s nice to be predictable

Newsletters are regular, less-urgent, or specific updates with a focus on a particular subject, business unit, or client group. Internally, members of a group are often automatically signed up to receive a newsletter from their department or area — for example our VPFO team receives various VPFO newsletters. Other newsletters can require an individual to subscribe — for example the newsletters created by UBC Sustainability are available to anyone interested in signing up.

Considerations

This channel is best when

• collating relevant updates and sharing them in one place.
• you need a consistent open channel to your audience.
• your message is fairly broad, but may point to targeted information. You can be quite technical or direct in you message, because the audience expects and understands this type of information.
• creating linkages or connections across the organization with people who may not have seen themselves as connected.
• used with effective measurement, as newsletters can function as a backstop to ensure everyone had a chance to hear an important message.
• you know the audience well. Audiences can be pre-determined or self-managed, so make certain you know who’s included and what they expect.

When to change the channel?

• Newsletters act as a backstop, a place to ensure everyone can see information. It’s likely the information has already been shared through multiple other more targeted channels before it makes it into a newsletter.
• Information that needs to stand out should likely be included in a targeted email or a face-to-face experience, before relying only on a newsletter.
• Newsletters follow a set schedule to make their audience accustomed to receiving them. The newsletter schedule will not move to accommodate your message, so you’ll need to plan ahead.
• Readers expect to find regular sections in each edition, so make certain your news fits the format.
• Does this message require a more personal touch? Leader’s toolkits can help local leaders share information in existing meetings that their team expect and are comfortable with.

Details

Know your audience. The newsletter that would target an executive group will be quite different from the email that would target a trades group — even if the topic is identical.

Many newsletters at UBC have an online submission form, for example this is the form for the VPFO’s main newsletter channels. Most newsletters also have submission guidelines, for example these are the guidelines for the VPFO.

Creating and managing newsletters is labour intensive.  If you’re considering creating a newsletter your communications leader can help you assess your best options.

Resources

Visit the UBC Brand site for guidance on how to build and create on-brand newsletters