Newsletter, Team

Jon Traunfeld
Principal Agent & Director, Home & Garden Information Center
University of Mayland Extension

Malloy, R.*1, , Carignan, C.2, , Ricigliano, D.3, , Traunfeld, J.4,
1 Program Coordinator, University of Maryland Extension, Ellicott City, MD, 21042
2 Digital Horticulture Education Coordinator, University of Maryland Extension, Ellicott City, MD, 21042
3 Lead Horticulturist, University of Maryland Extension, Ellicott City, MD, 21042
4 Principal Agent & Director, Home & Garden Information Center, University of Mayland Extension, Ellicott City, MD, 21042

Purpose and objectives

The quarterly e-newsletter of the University of Maryland Extension’s (UME) Home & Garden Information Center (HGIC) is used to inform and update HGIC clientele. HGIC staff and faculty made significant changes to the newsletter in 2018 based on survey data and newsletter analytics. We learned that subscribers wanted more video links and photos and that long newsletters was less likely to be viewed and opened.  

Link to the four 2019 newsletters- https://extension.umd.edu/hgic/library/e-newsletter-archive

Objectives:

  • Create a regular communication channel to inform and educate HGIC clientele on sustainable gardening and landscaping in Maryland.

  • Increase “opens” on phones and tablets using teaser lead-ins that allow readers to see all topic headings with minimal scrolling.

  • Include seasonal topics of interest with a video and Ask an Expert Q&A

  • Connect readers to the full range of HGIC resources and services.

  • Share important news and events from UME (especially the Master Gardener program) and the College of Agriculture and Natural Resources.

Audience

Our target audience is the Maryland public with an interest in yard and garden topics, techniques, and solutions. People can subscribe from the HGIC home page. The newsletter is sent to two client lists (subscribers and Master Gardeners) in one email so that Constant Contact can filter out duplicate addresses. 

Distribution

  • In 2019, 8,789 subscribers received the newsletter by email, free of charge, four times per year via Constant Contact. There were 34,961 total deliveries and 14,991 opens. The 43% “opens” rate is above the 15-25% average rates across all industries. 

  • 38% of users open with mobile devices and we expect that to increase.

  • Hard copies are shared at public events to encourage new subscriptions.