E-NEWSLETTER

/ A focused periodical publication for a subscriber audience /

WHAT IS AN E-NEWSLETTER?
An E-Newsletter is an electronic periodical publication for sharing content such as news
updates, survey results, emerging research findings, event reminders and other resources,
with interested readers. It is distributed by email. A good E-Newsletter is concise and offers
its readers value in the form of knowledge and contact information on a field or issue. The
audience is usually self-selected (they choose to subscribe to the e-newsletter) and may
include any number of people.

An E-Newsletter is a familiar and cost-effective means of sharing knowledge. It can be

distributed easily to anyone with an email account, regardless of where they are located.
An E-Newsletter lets readers keep in touch regularly with people who share a common
interest without being too intrusive. Previous editions are often archived on a website for
interest and easy reference.

REQUIREMENTS:
 Editor (responsible for newsletter content)
 Writers (contributors to the newsletter).
 Optional but recommended: E-Newsletter software platform (providing more powerful layout
and subscription management features than standard email clients)
 Optional: News compiler (compiles news resources from various sources)
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what they receive and can easily unsubscribe if the

content is no longer of interest. Another reason for
the resurgence of E-newsletters is familiarity with
the format and distribution channel. Virtually
everyone uses email, and e-newsletters are easy
to read and file per the recipient’s own
preferences.
WHEN AND WHY
TO USE E-newsletters can be targeted to communities or
networks large or small, including staff within an
organization, or staff plus partners from other
The E-Newsletter is regaining popularity. organizations, or even members of the public.
Subscribers value the control they have over

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 offices/organizational units, and/or from partner

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The main reason for subscribing to an E- organizations? Are they part of a community of
Newsletter is, of course, the content. A well- practice or a network of practitioners? If so, is it a
curated newsletter can highlight blogs, articles closed network or will new subscribers be allowed?
and other resources that contain valuable
information by presenting them in a concise, .......................................
relevant and timely manner. Given the
constant pressure of information overload,
there is increasing recognition of the value of
3. Next, develop a content plan. Consider the
topic(s) and content. Knowing the purpose and the
synthesized reviews, alerts and
audience will help you understand the topic(s) to
recommendations.
be covered and the type of content that would be
most useful and interesting. Identify a list of likely
Content can be compiled from websites, blogs
external/internal content sources (e.g. websites,
and various social media sites, or it can be
blogs, social media sources, etc.)
created specifically for an e-newsletter. By
regularly providing quality, relevant content, the
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producers of a newsletter can cultivate
credibility and trust in their product, their brand
and themselves. 4. Assemble a team. Putting out a regular
newsletter requires a dedicated team with
E-newsletters can have an important role in sufficient time to contribute as needed.
sustaining engagement among members of a
community: Regular updates inject energy into  Select an editor to coordinate the entire
the community and remind participants of their process. This person may also take on the role
reasons for connecting with the community in of writer.
the first place.
 If fresh content is prepared for each issue,
then assign writers as needed.

 If appropriate, assign persons to compile

news items from various sources, including
from relevant websites, social networking sites
like Twitter, or directly from experts.

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HOW TO APPLY 5. Decide on your platform. For small

newsletters you can simply use your email client,

1. Define the purpose of the E-newsletter. but for audiences of more than 30-50, or if you
want to track usage, then opt for an email platform
Why create it? What would you like to achieve?
such as MailChimp or Campaign Monitor.
How might you measure the impact?
Dedicated platforms often have free versions with
limitations on the number of subscribers and the
.......................................
types of features available; if your newsletter is a
success, it may make sense to consider paying for
2. Consider your target audience: Are they the full version of a platform.
colleagues in your office, or are they from other

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 7. Create a design for your first issue. After

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6. Develop your first issue. You will need to
develop both content and design. Content testing and refinement, the same design (with
commonly used in newsletters includes: minor variations) can work for subsequent issues
as well as people begin to recognize your brand.
 Summaries of news or other updates
from your own website or blog, with a link to  Create a simple, attractive layout that is easy
the full content. to view on a web browser and that is mobile-
friendly as well.
 Links to online news and content from
external websites, blogs or social media. • Use either HTML or PDF for the e-newsletter.
Add a short blurb that highlights the key HTML is perhaps preferable: It does not require
message and value for the subscribers. any attachments and can be read immediately
within the subscriber’s email client. (Please see
 Brief content (news, reviews, References below for additional guidance on
announcements, new ideas, highlights of HTML email design.)
staff achievements, conferences, jobs, etc.)
written especially for the newsletter. Keep • If you are using an email platform, then you
such content short – one or two paragraphs, may be able to choose and customize an
covering the full story or at least the most existing template offered with the platform.
important points you want to convey. Otherwise you will need to create your own
layout.
 Event listings. These usually appear
close to some relevant event. • In either case, keep the design of the
newsletter simple, and the graphics minimal, to
 Calls to action. If/when appropriate, invite reduce bandwidth requirements. Give the
or request readers to do something, such as newsletter a clean look and feel with enough
taking a poll, signing up for an event, white space so that copy does not appear
sharing newsletter content with others, etc. cluttered. Retaining a white background can
also save on ink for those choosing to print off
Other content tips: the newsletter!

• The layout should include a header with a

 To help in organizing the content, create
banner, a body and a footer.
an outline for the e-newsletter: table of
contents, news highlights, events, etc.
• The banner at the head of the newsletter
should include a name and logo (small graphic
 Optionally, you can choose a theme for
or coloured text) representing the sponsoring
each issue within your main topic, and
organization or programme; the name of the
select/create content accordingly.
newsletter; possibly a tagline (short phrase or
Organizing newsletters by theme can
keywords to describe the newsletter and its
enhance their appeal and impact.
purpose); and the newsletter issue number and
volume or date.
 See Tips for success: Content
development below for more suggestions.
• The body should include section headings
and bulleted lists to divide the content into
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 manageable chunks. This enables readers .......................................

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to scan quickly to items of interest, and
makes reading the newsletter a more
appealing experience. Align content left and
8. Once all content, design and testing is
complete, send out the e-newsletter to people in
be consistent throughout. Use different fonts
your distribution list. Make sure the email goes
(no more than 3) and colours to divide the
out from a person and not a generic email address.
sections and enable scanning.
People tend to open emails from respected
individuals or organizations that represent a
• Each section should start with the highest
leading authority.
priority/most important item first.

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• The footer should include a link to
subscribe, pointing to a landing page that
describes exactly what is in the newsletter 9. Save all issues of the e-newsletter by
and how often it is published, and offers a posting them on a website: Store them as a PDF
preview of a sample newsletter so that file or as webpages. An archive enables readers to
visitors can decide whether to subscribe. find previous issues without having to search their
inboxes. It also enables wider sharing of content
• The footer should also include a link to and thus promotes subscriptions.
unsubscribe (as easily as possible), a
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contact email address for feedback (be sure
to monitor this address!), and any relevant
privacy statements on how readers’ 10. Once you have sent your first e-newsletter, it
information is used and protected, and is recommended to prepare an editorial
whom the content of the newsletter is for. calendar. Consider the frequency of sending that
works best and allocate responsibilities accordingly
• If your newsletter is public, you can include among the members of your team. Choose themes
links to share the content with others (social and topics for several upcoming newsletter issues
media buttons for Twitter, Facebook, etc.) to make sure there is enough content worth
exploring for several months.
• Once the layout has been customized,
save and re-use it for every issue to .......................................
maintain uniformity and develop a brand.
11. Keep an eye on impact.
• See Tips for success: Newsletter design
below for more.  Based on the newsletter’s purpose, set some
goals that can be monitored through standard
 Once the newsletter has been designed, metrics. If you are using an email newsletter
test the design with a sample of your platform such as MailChimp or Campaign Monitor,
audience. Do they like it? Do they find it easy you will have access to statistical reports that can
to read? Check it in several different help you analyze the performance of your
browsers, including mobile view, to see if the newsletter. These reports can indicate how many
layout is preserved. persons open/read the newsletter, which links are
clicked, how many persons subscribed or
 Also test all the links and ensure they open unsubscribed every time a new issue was
in separate browser windows. published, etc.

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  Periodically survey your subscribers to get .......................................

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feedback on how the contents are used; how
they contribute to your objectives like internal  When selecting content for your
communication, knowledge sharing or newsletter, remember to focus on value for
strengthening capacities; and to obtain your readers. Value comes from the relevance,
content suggestions. timeliness, conciseness and ‘actionability’ of your
content, for your particular audience.
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 Conciseness is particularly important.

TIPS FOR SUCCESS Content should provide the key message in the
first three lines, and should run to no more than
two paragraphs total, on average. For longer
content, create a short blurb for your newsletter
that summarizes the content, and post a longer
article on a web/Intranet site, linked from the
newsletter. Sometimes you can divide longer
content into multiple sub-headings within one
newsletter (adhering still to a two-paragraph limit
Your newsletter will be vying for attention with per subheading).
other newsletters and emails. Readers must
dedicate time – probably work time – to reading .......................................
your outputs. Hence, you should maximize both
content value and design effectiveness.
 Keep headlines succinct and include key
words. Here are some tips:

Content development: • Describe the key point of the copy in less

than 10 words.
 The writing style for a newsletter
should be informal and conversational. Content • Use numbers, e.g., “The 5 best…”; “3 Tips
should be in the active voice. Avoid jargon to help you…”.
unless you are sure your readers understand it;
in general, keep the language simple. Always • Use questions to capture interest.
check for spelling and grammatical errors.
• If the news highlights an expert, use the
....................................... person’s name in the headline.

 Email subject lines for your newsletter • Avoid jargon or jokes in headlines.
should contain the newsletter’s name and the
issue number. They may also contain .......................................
keywords to describe the content. Keep subject
lines to a maximum of 50 characters. Avoid  Include graphics when appropriate. Photos
using promotional words like “reminder”, “help”, and illustrations can help to increase visual appeal
“free”; these may cause your newsletter to be but may also take up valuable bandwidth. Use in
automatically marked as spam. moderation and keep the potential restrictions of

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your target audience in mind – among them, email client’s preview pane. This will help increase

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the needs of mobile phone users who may the open rate.
have difficulty viewing larger-sized images.
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 Include a table of contents for
 Consider inviting respected experts to newsletters with five or more sections. Place it
contribute an editorial or leading article for at the top of the email to allow for quick scanning.
each edition.
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 Make sure the format is mobile-friendly.
An ever-increasing proportion of emails, including
 More sophisticated newsletters may be
newsletters, are read on mobile phones.
able to offer subscribers personalized,
automated content – in effect an à la carte
menu which allows readers to choose which
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content they receive from among several
relevant themes/options. Interacting with your readers

.......................................  Establish an email address – again,

preferably a person, not a generic one – for
submitting content ideas and comments, and
Newsletter design:
include it in your emails.

 The overall look and feel of a

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newsletter should be inviting and easy to
read. The simpler the design, the easier it is for
 When promoting a newsletter (for example,
readers to share the content with others
on your Intranet/website), provide a clear
without losing the formatting.
description of the content and frequency, and
share a preview, if possible.
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 Maintain brand consistency: Ensure
the newsletter design is based on the
 If people are automatically signed up for a
organizational brand and any relevant sub-
newsletter (for example, when they join a work
brands.
team), then send a welcome message explaining
why they are receiving it.
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 Include anywhere from three to five
top stories, in addition to other regular
content.
 Include a link to subscribe (in case a reader
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forwards your newsletter to others) and one to
unsubscribe in every newsletter. Allow readers to
 Place the two most relevant,
unsubscribe easily with one click. This will ensure
interesting stories at the top of the page to
that only interested people are on the subscriber
maximize the impact of the newsletter in the

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list. Invite readers to suggest or contribute “Tools for coding HTML emails.” Campaign Monitor, accessed

........................................................................................................................
content for the next edition of the newsletter or 29 December 2015 https://www.campaignmonitor.com/dev-
resources/
to suggest a new topic if a thematic focus is
chosen. This gives the benefit of useful
Cook, Katie. “Tips and tricks to creating a successful e-
feedback, cuts down on your workload and newsletter.” Learning Lab, USAID,
strengthens relationships. http://usaidlearninglab.org/lab-notes/tips-and-tricks-creating-
successful-e-newsletter
.......................................
“Email Design Guide.” MailChimp, accessed 29 December
2015, http://mailchimp.com/resources/email-design-guide/
 Take advantage of social media – such
as internal enterprise social platforms like “Email Design Reference.” MailChimp, accessed 29 December
Yammer, or external social media – to promote 2015,
your newsletter. (Always adhere to any http://templates.mailchimp.com/?_ga=1.60505581.1153050005
applicable social media guidelines when doing .1450303325

so.)
Sosky, Ginny. “How to create an email newsletter people
actually read.” HubSpot Blogs,
.......................................
http://blog.hubspot.com/marketing/guide-creating-email-
newsletters-ht
Distribution
“Developing successful e-newsletters.” The Non-Profit
 Send out the newsletter at the start of Marketing Blog, Network for Good,
http://www.networkforgood.com/nonprofitblog/developing-
the business day for most of your audience. It
successful-e-newsletters/
is suggested to send newsletters on a Tuesday
or Thursday; avoid Mondays since your email Thornton, James. “[Infographic] The anatomy of the perfect
may get buried under other urgent messages. email newsletter.” GetApp, http://lab.getapp.com/anatomy-of-a-
newsletter/
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White, Nancy. “Tips for Chat/ Talk show hosts.” Full Circle
Associates, http://www.fullcirc.com/2008/09/15/tips-for-chattalk-
show-hosts/ . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .

REFERENCES
.......................................

Aarons-Mele, Morra. “The triumphant return of the email

newsletter.” Harvard Business Review,
https://hbr.org/2015/10/the-triumphant-return-of-the-email-
newsletter

Arivananthan, Meena. “Are newsletters a dying breed?”

Social Media Tools Blog Series, ICT-KM Program,
http://ictkm.cgiar.org/2009/06/09/are-newsletters-a-dying-
breed/

E-Newsletter / Tools / UNICEF KE Toolbox Vol. 2 | 19

CREDITS

........................................................................................................................
Author: Meena Arivananthan.
Editor: Eric Mullerbeck.
Executive Editor: Ian Thorpe.
Expert review panel: Kerry Albright, Neha Kapil, Lina
Salazar.
Contributor (editorial): Helena Hallden
Design: Olga Oleszczuk.
Production: Edwin Ramirez.

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UNICEF, 2020
This Toolbox is licensed under a Creative Commons
Attribution-NonCommercial-ShareAlike 4.0 International
license, except where otherwise noted.
Contact: Division of Data, Policy and Research, UNICEF
3 United Nations Plaza, New York, NY 10017, USA
[email protected]
This Toolbox in its latest edition, as well as all individual
tools, are available online for free download at
http://www.unicef.org/knowledge-exchange/

20 | E-Newsletter / Tools / UNICEF KE Toolbox Vol. 2