The Department of Biology produces an online newletter that is sent to its constituents through an eblast like the one above. Biology hosts all the newsletter content on its own website; the College’s Marketing Communications staff then creates and distributes the eblast, which encourages click-throughs to the newsletter. The Marketing Communications team worked with the department to identify newsworthy content, advise on effective message scheduling, merging constituent data with existing UW databases, and establishing best practices in maintaining and refreshing constituent contact information.
Using Marketo- an email marketing software used by UW Marketing and UW Advancement enabling delivery of large volumes of email - the Marketing Communications team is able to generate detailed performance reports after the send date to show statistics on who opened the message and which stories were most popular.
Biology chose their eblast format from several template options. Based on that template, the Marketing Communication staff will build an eblast for each issue of the newsletter, identifying stories that are likely to capture readers’ attention and crafting “teaser” text that hints at the stories’ content. Each eblast is sent to the department for approval before it is distributed.