First, let me introduced myself

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Feel free to print this document, but don’t upload it to a web server 1

Marketing to Inboxes:

5-Step Plan to Effective Email Campaigns Karlyn Morissette

Web Producer - Dartmouth College

First, let me introduced myself… Web Producer at Dartmouth

Former admissions officer

Five years of email marketing experience Blogger at www.karlynmorissette.com and www.doteduguru.com

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After this webinar, you will…

Understand what makes for successful email messages

Be able to make immediate

improvements to your current email marketing program, or start one from scratch

Why are we talking about this?

Highest return on investment you’ll get from any form of direct marketing.

60% of Internet users use email on an average day, more than any other activity (Pew Internet

and American Life Project)

Only 22% of prospective students look for a college’s page on a social networking site (Rick

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Let me give you a good example…

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Now, how to do it at your institution?

5 Step Plan

1. Always send using an Email Service Provider (ESP) 2. Keep your templates simple

3. Make your messages as segmented and timely as possible

4. Keep your copy short and calls-to-action obvious 5. Make sure you are providing value for your users

Step 1: Always Use an ESP

Why:

Cut costs

Promote efficiency Technical support

Access to best practices information Ongoing feature enhancements

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Step 1: Always Use an ESP

How:

Demo, demo, demo

Create a requirements document Look at their pricing structure Don’t be afraid to look outside of higher education

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Step 1: Always Use an ESP

How:

Demo, demo, demo

Create a requirements document Look at their pricing structure Don’t be afraid to look outside of higher education

Step 2: Keep your templates simple Why:

Keeps the focus on the copy and the call-to action

Avoids problems with images not displaying

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Step 2: Keep your templates simple

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Step 2: Keep your templates simple

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Step 2: Keep your templates simple More Rules:

Use simple tables-based HTML layouts Inline styles only

Limited CSS support Always be testing

Step 3: Make your messages as segmented and timely as possible “Smart marketing begins with smart segmentation” (Jeffrey Fox, How To

Become a Marketing Superstar)

What matters to your audience? That’s how you segment your lists.

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Step 3: Make your messages as segmented and timely as possible

Prospective Students Admissions status Year in high school Major Athletic/student activities interest Alumni Class year Profession Donor/Non-donor status Traditions during their school years

Step 3: Make your messages as segmented and timely as possible The specific day and time you email your message isn’t important.

What is important is integrating the timing of your message with other events, mailings, etc…

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Step 3: Make your messages as segmented and timely as possible

Step 4: Keep your copy short and your calls-to-action obvious

Email is about hitting your users over the head with a sledgehammer. It’s not a time to be coy or subtle.

Rethink e-newsletters

Do not cut and paste a print letter into a template and expect it to work.

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Step 4: Keep your copy short and your calls-to-action obvious

Other Tips:

Use descriptive subject lines Utilize “PS”

Eliminate exclamation points Have one distinct call-to-action Never use visible URLS:

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Step 5: Make sure you are providing value for your users

The hardest step

We’re naturally selfish beings, who’s first reaction is “what’s in it for me?” What’s important to your users? What can you offer them?

Sometimes, showing restraint in how much you email can offer value.

Step 5: Make sure you are providing value for your users

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Once you’ve done all that…

Track your results

Calculate return on investment:

www.marketingtoday.com/tools/roi_calculator.htm

Share your successes

Offer recommendations to key stakeholders for moving forward

Don’t forget your checklist!

Sign up for as many email lists as possible

Re-evaluate your email infrastructure. Check your email template code

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Homework

Run an A/B split test Set benchmarks

Start running monthly reports for key stakeholders

Think about how you’re creating value for your users

Got a question?

We have until 2PM to answer your questions

After the webinar, you can post them in the HEE forum or send them via HEE private messages to speaker’s name as listed in directory.

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Thanks

Thanks for taking part in this HEE webinar! www.higheredexperts.com