email marketing for higher education
DESCRIPTION
presention at eduWEB 2008 in Atlantic CityTRANSCRIPT
Email Marketing forHigher Education
Points We Will Cover
• Building the Argument• Recognizing Audiences• Establishing Brand
Recognition• Analyzing Analytics• Goals of your campaign
Key Takeaways
• Does your email campaign tie in with the rest of your efforts?
• Are you doing and tracking all the little things?
Information AboutWofford College
Building the Argument
• Cost Analysis – vs Print• Relevance to Audience• Changing Market Trends• Speed of Delivery• Segmenting Audience• Availability of Tracking and Analysis
Establishing your Audience
Prospective Students Alumni Young Alumni Donors
News SubscribersNews ServicesAthletic FansWebsite Updates
BrandingDoes design match your brand
Importance of Consistency and visual identity
Consistency is Key!
Same look and feel as Website
Promotion
List Management
• Sending targeted messages• Send time is relative• Making unsubscribe obvious
Tips for Writing Great Content
• News Releases• Weekly Newsletters• Invitations to events, solicitations• Data mining Blog Posts• Promoting Website Features• Promoting Social Media
o Videoso Social Networks
Great Content Advice
• Subject line is VITAL• Bite size chunks – Semantic
Markup• Linking to Site• Multiple Content Options• Pictures should add not
dominate• Same tips apply to good web
layout
Analytics
• Tracking Image is Loaded• Targeted messages result in higher returns• Tracking code on email campaign links
o roirevolution.com/builder – Google Analytics
• Send people to your website to track videoso Emailing videos and tracking is a bad idea
• Focus on trends and actionable items
Education Industry Rates
96.5% Delivered28.6% Open5.2% Click through rate
http://bronto.com/stats
Segmented Campaign DataWofford News Service Campaign – 17 messages
Wofford Alumni Campaign – 7 messages
Key Takeaways Revisited
• Does your email campaign tie in with the rest of your efforts?
• Are you doing and tracking all the little things?
Closing / [email protected] – [email protected] Marketing Blogs• Karlyn Morissette – Web Producer at Dartmouth
http://www.karlynmorissette.com/• Bronto Blog
http://blog.bronto.com/• Campaign Monitor Blog
http://www.campaignmonitor.com/blog/ • BlogHighEd
http://bloghighed.org/