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E-Newsletters or Print? Let’s Ask U of M Alumni Susan Diekman

E-Newsletters or Print? Let’s Ask U of M Alumni Susan Diekman. Research Question. Are there best practices for higher education e-newsletters?. I wanted to know…. Does reading eNews affect the likelihood of readers reading other university publications?

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E-Newsletters or Print? Let’s Ask U of M Alumni Susan Diekman

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  1. E-Newsletters or Print?Let’s Ask U of M AlumniSusan Diekman

  2. Research Question • Are there best practices for higher education e-newsletters?

  3. I wanted to know… • Does reading eNews affect the likelihood of readers reading other university publications? • Are the best practices for eNews the same as for corporate e-newsletters?

  4. Corporate E-Newsletter Best Practices • 300-400 word stories • 5-7 stories per issue • Choose relevant stories

  5. Stanford E-Newsletter Study • 92% of readers who expressed interest in and satisfaction with the story selections gave the Stanford e-newsletter an overall excellent rating.

  6. Corporate E-Newsletter Best Practices • Distribute 1-2 times per month • Archive back issues on Web site • Use to compliment Web and print publications

  7. Research Methodology • Pilot survey sent to 49 U of M staff • 25-question survey sent to 1,036 readers • Response rate 24%

  8. eNews Story Length(300-400 words) • They are just right (73%)

  9. Number of eNews Stories (7-9) • There are just the right amount (73%)

  10. eNews Content Preferences • University research (179) • Public events (133) • Practical tips (116) • Administrative news (112) • Legislative news (111)

  11. eNews Distribution Frequency • The way it is now: twice a month (52%) • Less frequently: once a month (33%)

  12. Viewed Past Issues on the Web? • Yes (26%) • No (63%) • Don’t know (11%)

  13. Reading eNews does not affect reading of other communications • Minnesota magazine (63%) • M newspaper (40%) • Web (69%)

  14. Best practices for eNews and Corporate E-newsletters • 300-400 word stories • Choose relevant stories • Distribute 1-2 times per month • Use to compliment other communications

  15. eNews Research Differences • 7-9 stories per issue • Do not archive past issues on Web site

  16. Are there best practices for higher education e-newsletters? • Yes

  17. Questions?

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