PRZOOM - /newswire/ -
Columbia, MD, United States, 2011/01/12 - The Clean Energy Ministerial (CEM) is an innovative, multinational effort to accelerate the adoption of clean energy technologies around the globe.
After its first ministerial meeting was held on July 19–20, 2010, in Washington, DC, the CEM wanted to report on the progress made by its 11 initiatives and draw users to its newly updated and expanded website.
Working with the U.S. Department of Energy, Energetics (energetics.com) helped CEM prepare a newsletter tailored to meet the needs of its audience, including the Clean Energy Ministers who represent 23 countries that use 80% of the world’s energy, the government staffers who support these ministers, and industry leaders and consumer groups worldwide interested in advancing low-carbon, climate-friendly technologies. The newsletter provides a summary of the activities and impacts of CEM’s 11 initiatives and reports on the inclusion of these initiatives in international diplomatic activities and summits.
The newsletter’s audience includes frequent travelers who need to view content in a variety of formats, such as a mobile format for viewing while using a smartphone in a taxi or airport or a printed format that can be packed in a carry-on bag and read during a flight. To meet these needs and help encourage visits to the cleanenergyministerial.org website, Energetics prepared the newsletter in three different formats:
• A short, scannable, mobile-device-compatible e-mail newsletter (1,300 words);
• A web-based newsletter (3,700 words) housed on cleanenergyministerial.org that provides more detailed information for interested audiences and can easily be printed using a style sheet for streamlined printing;
• A graphically rich PDF newsletter (1,100 words, 1.3 MB PDF) suitable for high-quality printing.
The email newsletter features short text summaries that link to longer articles in the web newsletter, driving traffic to cleanenergyministerial.org. The email and web newsletters both provide statistical tracking that helps the CEM understand which topics and stories received the most interest from readers.
To prepare the newsletter, Energetics’ team of writers and editors edited and shaped raw content from the client (representing submissions from several international teams) to meet the requirements of each newsletter format and provide a unified and globalized voice. The graphic and web design teams then developed and delivered a visually appealing, scannable, highly functional graphic layout for the print, web, and e-mail formats; added a sign-up function to the website to encourage users to opt in to receive the e-mail newsletter; and used MailChimp to set up the e-mail delivery. The editors then tracked user response to the web and email newsletters.
In the first month following the newsletter’s release, users have shown very high interest in the content of the email newsletter, with 10.6% of readers clicking through to view the longer stories online. This figure is well above the average 4% click-through rate reported by MailChimp for e-mail newsletters in the government sector.1 The web newsletter has received a positive response as well, with its home page becoming the fourth most-viewed page on the cleanenergyministerial.org site.
The newsletter will be prepared two to three times per year, with the next issue expected in Spring 2011.
For more information about the Clean Energy Ministerial, contact Matt Antes; E: mantes[.]energetics.com.
For more information about the Clean Energy Ministerial newsletter, contact Valerie Riedel; E: vriedel[.]energetics.com.
Learn more about Energetics’ expertise in Climate Change and Natural Resources.
Learn more about our Communications and Outreach services, including writing and editing, graphic design, and web development services.