#communicon18communications.utk.edu/.../uploads/sites/23/2018/07/email-marketing.pdf · pros&...
TRANSCRIPT
#CommuniCon18
Email Marketing: Tips and Tricks for Emails that Get Results
Kate BrimerOnline Engagement Coordinator, UT FoundationDarren HughesDirector of Online Engagement, UT FoundationChristie KennedyDirector of Communications, Tickle College of Engineering
Pros & Cons of iModulesJane AlumnaB.S. Forestry, Wildlife and Fisheries
ANDIUT’s main alumni and
donor database
iModulesCurrently includes
graduated alumni
alumni.utk.edu
alumni.tennessee.edu
www.advanceutia.com
Pros & Cons of iModules
• The Foundation has the best alumni and donor data.• Users who click through to forms are soft-authenticated.• User interactions feed our business intelligence models.• We must honor contact and unsubscribe preferences.
Pros & Cons of iModules
• It isn’t Emma, Constant Contact, MailChimp, Campaign Monitor, I mean, come on, who even uses HTML anymore?
Historical Data
Total Unsubscribes: 25,617
Historical Data
• The Foundation’s data collection processes work 129,926 (9/27/11) vs. 237,620 (7/5/18) +82.9%
Subject Lines
• Emphasize what’s special, exclusive, or urgent.
Good:• A Vol in Sochi (31%)• Special discounted tickets to see
Inky Johnson in Charlotte July 27! (29%)• You're Invited to a Behind the
Scenes Tour of the Tennessee Theatre! (30%)
Needs work:• Join the Knoxville UT Knoxville
Alumni Chapter at the Clarence Brown Theatre! (21%)
Subject Lines
• Emphasize what’s special, exclusive, or urgent.• Choose clarity over
creativity.
Good:• Seattle Vols - I need your
feedback! (31%)• You're invited to the UT Law
Memphis Alumni Reception (34%)
Needs work: • VolunTOUR the Tickle College
of Engineering June 14! (19%)
Subject Lines
• Emphasize what’s special, exclusive, or urgent.• Choose clarity over
creativity.• Mention event location or
chapter area (get city specific, if needed).
Good:• A Big Orange Evening in St.
Louis! (33%)• Visit with fellow Architecture
and Design Alumni in New York City (28%)
Needs work: • Join fellow Vols for a UT Blood
Drive Challenge! (16%)
Subject Lines
• Emphasize what’s special, exclusive, or urgent.• Choose clarity over creativity.• Mention event location or
chapter area (get city specific, if needed).• Use the preheader.
Good:
Needs work:
27%
14%
Subject Lines
• Emphasize what’s special, exclusive, or urgent.• Choose clarity over creativity.• Mention event location or
chapter area (get city specific, if needed).• Use the preheader.
Take it seriously!• Brainstorm with colleagues• Don’t be afraid to pitch bad
ideas• Make the most of the 40-50
characters that will display in a mobile in-box• Allow time for A/B testing
Email: Accessibility
• Establish a clear focus and provide appropriate hierarchy. • Use color intelligently.• Don’t use images or colors as sole conveyors of information.• Use true text, not images, for the most important information. • Don’t use graphics that can cause seizures.• Avoid justified and centered copy. • Bump up your text size.• Avoid “click here” links.• Use alt text for images.
@TCE Averages49.3% open rate11.22% CTR
Low37% open rate12% CTR
High71% open rate18% CTR
Content Tips& Trends
Content CTR by Type
• Infrastructure (new buildings)• Events (Boo in the Courtyard, Engineers Day)• People (new folks, leadership appointments)• Research & specific projects (EcoCAR)• Achievements • Opportunities• Colloquiums/presentations/lectures (unless major
speaker)
Engr Vols Open Rate
CTR
April 18 49.56% 11% April 4 45.38% 3% March 21 46.21% 4% March 7 47.92% 4% February 21 51.15% 5% February 7 54.87% 8% January 24 55.97% 6% January 10 58.44% 10%
Questions?
#CommuniCon18