I am working with department in Nacro to improve the quality of their targeted audience communications, which is intended to make an ongoing improvement to its existing CRM. Newsletters are a well-established mechanism to reach audiences but they are only really effective in their own right if they contain unique, consistently high quality content.
Therefore, I recommended that an editorial board should be established within each department. This will provide that content, in conjunction with a communications lead who can help them to target their messages and ensure the audiences’ external viewpoint is incorporated.
Early issues of the newsletter pictured have twice the average e-newsletter “open rates”. This is mainly due to effective maintenance and targeting of contacts by a regional network of administrators that I established as part of the planning process – and this will continue to be a vital task.
The newsletter is developed in a mass email marketing system, to a corporate template, in which its reach and effectiveness can be analysed instantaneously. Each link in the newsletter is a call to action to the website so it is developed alongside a reorganisation of the web structure to accommodate this regular, new content.