To encourage University of Cambridge alumni to stay engaged, we created a magazine-style e-newsletter that generated a high click-through rate.
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. That’s why the University of Cambridge asked us to develop a suite of e-newsletters that various departments could use to encourage alumni support and active involvement.
Working closely with the digital communications team at Cambridge gave us an 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 objectives. This helped us focus on best ways to deliver relevant content to readers and develop an effective cross-departmental communications tool – user-friendly, and also sleek and impactful.
The newsletter we created is striking, 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, we 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.
The final e-newsletter design was well received
and resulted in increased open rates
for the university’s alumni association.
Ensuring that the newsletters were optimised for mobile devices was key – our recommendation to employ a mobile responsive design helped make the content more accessible, allowing current and former students to really engage and feel close to their university.
Want to know more about the effectiveness of email? Have a look here.