CEM wanted to inform its busy audience of Clean Energy Ministers, government staffers, and industry leaders of the progress made by its 11 initiatives, and to draw users to its expanded website.

Energetics’ editors produced a short, scannable e-mail newsletter; a more detailed, web-based newsletter; and a graphically rich PDF newsletter designed for printing, all in a unified voice. The graphics and web design teams then developed a 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.

In the first month following the newsletter’s release, 10.6% of e-newsletter readers clicked 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. The web newsletter became the fourth most-viewed page on the cleanenergyministerial.org site.