Newsletter redesign helps UGS reach senior executives

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By Kate Maddox

CHALLENGE: UGS Corp., a Plano, Texas-based product lifecycle management (PLM) software company that was spun off from EDS last year, used an e-mail newsletter to communicate with its prospects and customers, primarily engineers. The old newsletter was focused heavily on product and company information, and was between 10 and 15 pages long. It was heavy on text, stacking product and news items straight down the page. "We really wanted to meet the needs of the C-level audience as well as the engineering audience," said Joslyn Taylor, director of online marketing communications at UGS.

SOLUTION: This month, UGS redesigned its newsletter, making it much more relevant to the needs of senior executives. The newsletter is now about 1/5 the length of the old newsletter, with a much more user-friendly design. "It is much more business-focused, and it’s chunked out so people can look at it at a glance," Taylor said.

The redesigned newsletter features a column by Tony Affuso, chairman, president and CEO of UGS, at the top left hand of the page, titled, "The Enterprise Business Value of PLM." On the right side of the page are boxes with news highlights, product highlights and events that contain headlines only. The old newsletter featured much more text under the headlines. Now, users can link to the articles, which makes the design much cleaner.

Another key section features customers’ PLM success stories. The case studies have clean and simple graphics, and just enough information to get readers to click through to the full case study. More news and announcements follow.

UGS creates the newsletter in house using an HTML editor and distributes it using third-party e-mail provider ExactTarget.

RESULTS: "This is a huge way to reach out to our client base every month," Joslyn said.

The newsletter currently goes to approximately 20,000 opt-in subscribers. Since the newsletter was relaunched this month, it’s too early to see a noticeable increase in subscriptions or an impact on sales, Taylor said. However, "We have seen some direct evidence of attracting the attention of senior execs" based on feedback from sales representatives, she said.

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