To encourage University of Cambridge alumni to stay engaged, our design and digital teams created a magazine-style e-newsletter design that encouraged click-throughs and made university news more appealing.
Increasingly positioning themselves as communication hubs, alumni organisations are using effective e-newsletter design to deliver tailored news, events and opportunities that ensure university students remain engaged after graduation.
Academic institutions often face some resistance when trying to preserve student engagement after they’ve finished their education. With this in mind, the University of Cambridge asked Parker Design to develop a suite of e-newsletters that various departments could use to encourage alumni support.
We created a striking e-newsletter that was both versatile and informative.
The magazine-style layout featured large hero images, a bold colour palette and scannable blocks of content that could easily be repurposed by departments in different ways to keep the look and feel of each newsletter fresh. Focusing closely on the psychology of readers, our digital team developed a newsletter that would immediately capture the attention of alumni and encourage them to scroll and click through to tailored content about university news and activities.
Ensuring that the newsletters were optimised for mobile devices was also a key consideration, as online communications are widely read via tablets and smartphones. Our recommendation to employ a mobile responsive design helped make the content more accessible, allowing current and former students to browse through articles at their leisure.
The excellent relationship we established with the digital communications team at the university gave us insight into the challenges that academic institutions face in preserving student engagement. Creating a connection with alumni and maintaining their support is essential to achieving on-going educational objectives. This helped us focus on best ways to deliver relevant content to readers and develop an effective cross-departmental communications tool, which was user-friendly, but also sleek and high-impact.
The final e-newsletter design was well received and resulted in increased open rates for the university’s alumni association. In addition, it allowed the University of Cambridge to build a unique relationship with former students by positioning themselves as a resource for valuable information.