Coming up with content for a wellness newsletter that your audience can connect with can be challenging to say the least. If your organization is like most, it’s made up of a diverse group of people in various stages of life with different interests and attitudes. A one-size-fits-all approach to a wellness newsletter simply may not cut it.
So, what’s a wellness program manager to do?
Consider using variable-data printing (also known as variable-information printing). Think a mail merge on steroids. Wellness program participants pick out topics they are most interested in and a newsletter is created just for them.
The amount and type of customization can vary, depending on your wants and your variable-data printing vendor’s capabilities. You start with a basic design that includes:
- Static elements – features that appear exactly the same on each newsletter, such as your wellness program logo and header information.
- Variable fields – areas that are filled with text and/or images determined by the interests of individual readers.
The benefits of variable-data printing are many, including:
- It allows you to connect with your readers because you are relating to them and providing them with information that’s relevant to their lives. If you have a reader who is a new mom, wouldn’t she be more likely to read an article on newborns and sleep than she would a story about being an empty nester?
- Increases the interest in your wellness program because your content will catch your readers’ attention so they learn more about what your program has to offer that would be beneficial to them.
While the costs of variable-data printing are higher than producing a one-size-fits-all newsletter, the benefits of providing a newsletter customized specific to each member of your audience may outweigh the additional cost. If you’re interested in learning more about variable-data printing for your newsletter, contact Hope Health.