As you kick-start those 2016 plans, here are six things to keep in mind for effectively communicating with your audience.
- Don’t forget the subject line! It’s your first contact with your reader. Keep it short, simple and on point. Your goal is to draw the reader in. No matter how good your content is, it doesn’t matter if no one opens the email.
- Value your audience. It’s one thing to choose your audience; it’s another to make sure you’re valuing their time. Don’t send emails to folks just because you can. Send them because they bring value to the recipients.
- Keep your content relevant and concise. Focus your email on one message with a strong call to action. Convey your message as clearly and concisely as possible. It’s quicker to read and looks cleaner in email format. You don’t want your message to get lost in unnecessary language. Think sentences, not paragraphs. If your content is lengthy, consider posting it as an article, and use email to direct readers to it.
- Avoid attachments. Emails with attached files are frequently marked as junk mail or spam. Don’t let your message get filtered out.
- Prevent email fatigue. Another email isn’t always the answer. Remember to leverage all of the resources at your disposal. Consider getting your message out via social media or directly on your website. Plus, talk to people! Reach out to colleagues and friends in different departments and organizations to help spread the word. A referral can be much more powerful than an email.
- Plan ahead. If you know you have an event or initiative coming up, put it on the calendar, no matter how early it is. Advance preparation will allow you to develop and schedule your email outreach for optimal results. Your digital communications team will thank you!
Everyone: Meet Josephine.
Josephine is a member of our super team, but she actually works remotely in California! She’s got a pretty awesome grasp of everything webinar related, and has been handling most of our marketing efforts to generate more webinars for our viewers.
10 Questions with Jo:
- Where were you born? Stockton, California, but I consider Eureka, California my hometown.
- Describe your role on the USGBC Marketing Team. I work on marketing automation, webinars, and marketing research and analysis.
- Favorite ice cream flavor: My favorite at the moment is Banana, Salt & Caramel from Lush Gelato (made in SF).
- How do you contribute to USGBC’s sustainable efforts in your personal life? There are so many ways: energy efficiency and conservation, recycling, composting, reducing food waste, and buying less stuff. Right now, my biggest priority is water. With California in extreme drought, I try to use as little water as possible while also reducing water waste. My husband and I only run full loads of laundry and dishes. We also capture the water that runs while the shower is heating; we use it to water our vegetable garden and house plants.
- Cat or dog person? Dog person—I love both, but I’m allergic to cats.
- Favorite city to visit: Ho Chi Minh City (Saigon), Vietnam and the surrounding area. I have more family than I can count in the city and villages nearby. The countryside is gorgeous, the food incredible, and I know enough of the language.
- Are you a morning person, or night owl? I’m definitely a night owl!
- Right or left handed? Right-handed
- Biggest pet peeve: Bad grammar and poor spelling
- Zodiac sign: Aries
Our innovative Studio team is comprised of marketing strategists, digital analysts, designers and developers. This supergroup is responsible for making sure that USGBC communicates with the world in the most effective and compelling way while maintaining our standards of sustainability. The only way we can accomplish this is through collaboration. Glad you guys took the time to meet Josephine—stay tuned to meet the rest of our talented team members!