Newsletters are a powerful tool for museums and cultural institutions to engage with remote audiences, keeping them informed and connected to cultural offerings. By delivering curated content directly to subscribers, newsletters can foster a sense of inclusion and encourage participation, even from a distance.
Key strategies for creating effective newsletters:
- Know your audience: Understanding your audience’s preferences, interests, and accessibility needs is essential. Use surveys or analytics to identify the type of content they value most.
- Craft a catchy subject line: A compelling subject line can significantly increase the open rate of your newsletter. Use clear, engaging language that sparks curiosity or promises value.
- Content structure: Ensure your newsletter is well-organised and easy to navigate. Use headings, bullet points, and short paragraphs to make it reader-friendly. Highlight key information at the top.
- Visual appeal: Include high-quality images, videos, or interactive elements to make the content visually engaging. Ensure all visuals have alt-text for accessibility.
- Accessibility: Make the newsletter inclusive by using accessible design principles. Ensure text contrast is sufficient, fonts are readable, and language is simple and clear. Provide options for multiple languages if possible.
- Call to action: Include clear and compelling calls to action (CTAs) such as “Register for the event”, “Explore our online collection”, or “Share your feedback”. CTAs encourage readers to engage actively.
- Frequency and consistency: Send newsletters regularly, whether weekly, monthly, or quarterly. Consistency builds trust and anticipation among readers.
While newsletters offer an excellent way to connect with audiences, remember to monitor performance through metrics like open rates, click-through rates, and engagement levels. Use this data to refine your approach and better serve your audience.
Resources:
Read five tips for designing accessible newsletters
Get inspiration from “A Guide On How To Create Accessible Newsletters”
Some useful tips from “The Guide to Accessible Design in Email Marketing”
Exercise
Objective: Create a newsletter draft for a cultural institution of your choice.
- Choose an audience focus (e.g., families, art enthusiasts, history buffs).
- Create a subject line that captures attention.
- Outline the main sections of the newsletter (e.g., upcoming events, featured collections, member benefits).
- Write one engaging call to action.
- Ensure the draft includes at least one visual element (e.g., an image description or video suggestion).
Once completed, share your draft with peers for feedback. Evaluate each newsletter based on clarity, accessibility, and engagement potential.