Email Newsletters - VPFO Communications & Engagement

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.

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
UBC BRAND WEBSITE