Targeted Emails - VPFO Communications & Engagement

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.

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.
UBC BULLETIN WEBSITE

Learn about Finance Update for an example of targeted email for an internal technical finance audience.
UBC FINANCE WEBSITE