Researchers today must understand going into their work that it doesn’t stop at publication. The reputation of a scholar is largely based on the impact their findings generate, and in a saturated digital market like today’s, to make an impact, you must promote your work using relevant, current modes of promotional marketing, such as newsletters.
The Digital Era makes it easy to publish your work through e-publishing sites, your own blogs, and other forums, but it also requires optimization of your research in order for it to show up in your target audience’s search. Using newsletters consistently is a way strong way to generate your research depth and availability. These newsletters inform your readers as to what you are currently or have recently been researching, educating them on the topic, and enticing them to read and follow your work. This leads to greater downloads and citations, and therefore a higher impact rating.
What is an Electronic Newsletter Used For?
Traditional newsletters have been used in businesses for decades as a way to let their patrons know of any important information that may be on the horizon, how to contact relevant people related to the business, and advertise for products and services. But electronic newsletters have taken that to a new level.
Electronic, or email, newsletters are used to build a following for businesses and inform people about the products and services available. But it’s not intended to sell the recipient something, or it would end up on their spam list quickly.
Instead, email newsletters, particularly in research, are used as a way to create a relationship between the sender and the receiver. It’s a way to offer helpful information on a subject that the recipient is interested in, or they wouldn’t have signed up for your newsletter campaign.
Newsletters in the form of email marketing have consistently been proven to be more successful than many other marketing campaigns, including social media.
What Does an Electronic Newsletter in Research Contain?
If you’re selling a product or a service, obviously the newsletters would relate to those offerings to try to tie your sale to the information you’re sending out. But in research, it’s a little different. The researcher’s goal is to spread their information and get their name out to a wider audience, not necessarily to sell anything. In many cases, the scholar’s work is published on an open-access publication forum, so it’s free to the reader.
Instead, newsletters from researchers should contain information about their past, current, and upcoming work. They can also include links to other expert sources on the same or similar subjects, using this form of networking as a way to create backlinks and maximize search engine optimization. When you actively work with other experts to recommend their research, it creates a symbiotic relationship in which you’re all promoting each others’ research and increasing everyone’s impact factors. It also shows the reader that you’re more interested in teaching them about the subject they’re interested in rather than promoting yourself and your work.
Using Newsletters for Greater Research Depth and Availability
To receive all the benefits of an electronic newsletter, you must plan yours strategically. As you consider what to include in your email templates and content, keep these tips in mind:
● Know your target audience and what they are looking for. Keep your content slightly above the knowledge level, but not so high that they don’t understand what you’re saying. You’re the expert, but writing like a researcher will turn people away. Use a conversational, but professional, tone.
● Limit your newsletter’s content. Keep it brief and concise. You’re not teaching the reader everything on the topic you’ve chosen. You’re giving them just enough information to intrigue them and make them want to click the link or read your article and learn more.
● Make sure the content is relevant. If your scope of expertise is on renewable energy and you share an email newsletter about your favorite music band, you’d better find a way to connect the two topics quickly or you could lose your readers’ respect for your professionalism.
● Always include some type of visuals and graphics. Catch the reader’s eye with relevant, meaningful pictures or data.
Most electronic newsletters are set up with a program that creates templates and automates the newsletter generation for you. Before you finalize an electronic newsletter for submission, edit it thoroughly for mechanics, grammar, and content relevancy.
By maximizing how you use your newsletters, you’re reaching a wider audience and thus generating greater research depth and availability.
Using Impactio to Create Your Newsletters
Impactio’s all-in-one platform can help guide you into setting up your newsletter layouts. With the premade templates and ease of inserting text, it’s simple to put together a final, professional profile complete with charts, tables, and graphs.
Finalize your work as a PDF document to attach to your emails or create a web page to link inside your email newsletters and send your readers to.
Whatever your research publication needs, Impactio can help you get the job done well.