Best Practices

Before You Start
If you want to create and send an HTML newsletter or email campaign, ask yourself:

  • How often will you publish? For newsletters, a regular schedule can be helpful, but you should only publish as often as you have sufficient good content to share. If you send too frequently, your audience may choose to unsubscribe.
  • Consider how your emails fit with the schedule of other communications this audience will receive.
  • Have you identified content topics and related photos or videos?
  • Do the stories you want to tell reinforce brand attributes like bold, adventurous, or globally connected?
  • Do you have the resources to publish on schedule?
  • Have you reviewed the Canadian Anti-Spam Legislation (CASL) regulations to ensure that your strategies are consistent with the law?
  • Have you received consent from the reader before sending it to them?
  • How will you manage your unsubscribe requests?

Best Practices

  • Before asking users to subscribe, tell them what they will receive and identify the benefits of signing up.
  • Keep the content in the email or newsletter short and scannable. One approach is to include just an intro to each story in the newsletter, and a link to the full story on your website. This strategy gives the reader enough to get them interested while driving traffic to your website.
  • Encourage your audience to read your newsletter by including an attention-grabbing subject line. However, be sure to avoid words that may trigger spam filters such as free, $, prize, etc.
  • Make sure your newsletter’s content is relevant to your audience.
  • Make sure your content is clear and concise; write short paragraphs and bulletpoints.
  • Use images and illustrations to support your content and to guide readers to what is most important.
  • Be creative and have fun with your content. Your audience will appreciate it.
  • Write with a tone that is consistent with the UBC Brand and your other communications to this audience.
  • Make it easy for users to unsubscribe within two clicks.
  • After sending, monitor and measure performance and use that information to improve future campaigns or editions of your newsletter. Consider what kind of stories were read most, which links were clicked (and which were not), etc.
  • Include contact information for your unit or a link to the contact page on your unit’s website.