At Ohio State, we email our veterinary medicine alumni once a month. When I started my role, the newsletter was not being consistently sent out so I implemented a plan to send it out regularly on the 15th day of the month. In this newsletter, the goal is to engage alumni, for them to click on web stories, and feel connected to the college so that in the future they will make a donation.
I track the opens, clicks, bounces, unsubscribes of each newsletter in a spreadsheet. This has helped me understand that our In Memorium section is the most-clicked as well as the Now Hiring section. I think alumni want to see which colleagues have passed away and what job openings there are at the college.
I work closely with our Alumni Relations & Engagement Coordinator for this newsletter.
Debbie Wakefield 