spamalot: the quest for the holy grail of email marketing
TRANSCRIPT
Hello
Spamalot secret message
• It’s all here – just know where to look
Brother Maynard’s Book of Armaments
Print materialsPaid mediaSocialWebsiteVisits & events
Typical campaign
3 emails1 postcardOnsite posterWeb carousel, landing pageFacebook (posts, event, paid?)(current students: txt msgs)Paid mediaEvents: see you soon email
Email is not dead yet
Email prefs
What makes a good email?
Answer me these questions three
Is it the right message?Is it the right person?Is it the right time?
Intermission
5 thing, 3 sir.. 3 things.
• Right message• Right person• Right time
Right message
• Why am I getting this?• How will this improve my lot in life?• TL;DR
Subject line
• Size matters• 30-40 chars viewable on mobile• 6-10 words, 4-7 best• Pre-header 11-18 words• 51% open on mobile
Body
• Big pix, short text• Link above the scroll• Brandable• STRONG CTA!
Right person
High school –StudentsCounselorsCTE teachers
Current –Personal & scc emailsInstructors
Deep prospects, adults, parentsALL – enrollment svcs staff
Right person
Go back 3 years for deep prospectsAttendees, prog non-completers, related degs,
lesser awards (certs & dips, cont’ ed)
Transfer students (summer, spcl classes)18 mo HOT prospects (inquiries, apps, dual
enrollment)3 year deep prospects (long shots – but
good for NEW info/progs)
Clean your lists
• Email double-entry• Remove bounces to improve rates• Import info, use custom fields
Right time
• Timely for events & info• Time of day – 8am? 8pm? Mon? Sun?• Enroll Comm planner
– Keeps us on track, self accountable– Helps ID choke points (too many msgs)
Some messages are great
• Scholarship app season• Bookstore open• Get help & resources (Trio, road trip/brain
hurt)• Tuition/de-reg deadlines• Registration open
Landing pages
• You got me to click, now what?• More info = MORE info, solve their
problem, reward their behavior
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There was much rejoicing
Good to know
• Email HS counselors & teachers! (they read your stuff)
• Action above the scroll line• From person@ instead of enroll@...• Ditch the pencil & paper! Let them do stuff
online – apply, register, buy, etc• Keep app forms simple – prolly using
phone to register!
