Creating a Winning Email Marketing Plan
           g         g                g
    Personify Education, July 29, 2010
   ...
Agenda

1. The State of Email Marketing
2. It’s Time for an Email Marketing R lit
2 It’ Ti     f      E il M k ti Reality
...
The State of Email Marketing

• Many have predicted
  email s
  email’s demise …
  – yet it’s a desired channel
    of com...
Many Have Predicted Email’s Demise

• Scams, as well as prescription
  and pornography peddlers
  abused the channel
• CAN...
Yet, It’s a Desired Channel of
                                                     Communication

• Prospective students ...
Connects Social Networks

• Email is used to contact
  ‘friends’ and ‘followers’
   friends       followers
• Email is use...
Basis of Communication within CRM

• Your CRM technology allows
  you to more effectively and
  efficiently manage
  relat...
Email marketing is not easy. It’s not a channel to
   constantly contact, target, or blast y
             y            g  ...
Agenda

1. The State of Email Marketing
2. It’s Time for an Email Marketing R lit
2 It’ Ti     f      E il M k ti Reality
...
It’s Time for an Email Reality Check

• High school students and adult-
  learners prefer it
• Marketers don’t always use ...
Reality Check: Email is
                       Preferred by Adult Learners




11   Confidential and Proprietary   Copyrig...
Reality Check: Email is
                       Preferred by Adult Learners




12   Confidential and Proprietary   Copyrig...
Reality Check: Email is
                       Preferred by Adult Learners




13   Confidential and Proprietary   Copyrig...
The Online Participation Profile of
                                                           Adults
             Please ...
Reality Check: Email is Preferred by
                    High School Students




15   Confidential and Proprietary   Copy...
Reality Check: Email is Preferred by
                    High School Students
                      g




16   Confidentia...
Reality Check: Email is Preferred by
                    High School Students
                      g




17   Confidentia...
The Online Participation Profile of
                      High School Students
                        g




18   Confiden...
Reality Check: Email Supports
                              the Decision Process




19   Confidential and Proprietary   C...
Some of Us Struggle with Email

                               • Consider this
                                 message fr...
Struggling with Email

                               • Consider this
                                 messageg
          ...
Struggling with Email


                 • Consider this message
                   series:
                         – Ori...
Struggling with Email




Confidential and Proprietary      Copyright 2010, DemandEngine, Inc.
Why This Matters-Deliverability!

• You are not delivering what you think
  y
  you are …
• Recent continuing education em...
Agenda

1. The State of Email Marketing
2. It’s Time for an Email Marketing R lit
2 It’ Ti     f      E il M k ti Reality
...
DemandEngine’s Five-Step Process –
                   Creating an Email Marketing Plan


1.
1 Assess current practices
2. ...
Step 1. Assess Current Practices

• How is your email marketing
  program performing … really?
• Build a burning platform ...
Assessment Categories




        Trust                                    Value




     Measurement                     ...
Trust


     Establishing a foundation
     for the relationship
     Identifying opportunities
            y g pp
     to...
Value


     Enhancing the
     relationship
     Deepening the students’
          p    g
     interest and/or
     commi...
Measurement


     Gauging success
     Using metrics to drive
     future interactions




31                     Confide...
Design


     Delivering easy-to-
     consume content
     Communicating value
                   g
     visually
     In...
Step 2. Establish Key Performance
                                                 Indicators

• Open rates and clickthrou...
Step 3. Map the Decision Cycle


• Understand how prospective
  students make decisions
   t d t      k d i i
• Bridge the...
Higher Education is a Considered
                                   Purchase




35   Confidential and Proprietary   Copyr...
Bridging the Gap




36   Confidential and Proprietary   Copyright 2010, DemandEngine, Inc.
Aligning Marketing Efforts with
                        Students
                        Students’ Decision Cycle




37  ...
Step 4. Architect for Value

Stage                    Possible Messaging                 Offers
Interest/Consideration   •...
Step 5: Optimize Timing

• Interests and needs sway email
  recipient behavior, not time of
  day or day of week that the
...
What This Means

• Email … a powerful and
  preferred channel of
  communication
• Email success starts with
  strategy fi...
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Creating a Winning Email Marketing Plan

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Stephanie Platteter, Consultant, DemandEngine, Director of Marketing, University of Minnesota

While many enrollment marketers have been content to batch and blast endless streams of messaging, students are demanding more relevant communication. Enrollment marketers haven’t had much impetus to clean up their email marketing approach … until now. Discover the best and worst email practices of colleges and universities today. Learn to plan your email marketing efforts in a way that engages prospective students and cultivates their interest through to enrollment.

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Creating a Winning Email Marketing Plan

  1. 1. Creating a Winning Email Marketing Plan g g g Personify Education, July 29, 2010 Stephanie Platteter 1
  2. 2. Agenda 1. The State of Email Marketing 2. It’s Time for an Email Marketing R lit 2 It’ Ti f E il M k ti Reality Check 3. Five-Step P 3 Fi St Process for Developing an Email f D l i E il Marketing Plan Confidential and Proprietary Copyright 2010, DemandEngine, Inc.
  3. 3. The State of Email Marketing • Many have predicted email s email’s demise … – yet it’s a desired channel of communication • Email ‘connects’ social networks • Email is at the heart of CRM Confidential and Proprietary Copyright 2010, DemandEngine, Inc.
  4. 4. Many Have Predicted Email’s Demise • Scams, as well as prescription and pornography peddlers abused the channel • CAN SPAM established national CAN-SPAM fundamental guidelines for the use of promotional email marketing • Many higher education marketers don’t follow them though Confidential and Proprietary Copyright 2010, DemandEngine, Inc.
  5. 5. Yet, It’s a Desired Channel of Communication • Prospective students prefer it • A il bilit of wi-fi Availability f i fi • Laptops, mobile devices, and netbooks tb k Confidential and Proprietary Copyright 2010, DemandEngine, Inc.
  6. 6. Connects Social Networks • Email is used to contact ‘friends’ and ‘followers’ friends followers • Email is used to notify the network of status updates • Email is the original social network Confidential and Proprietary Copyright 2010, DemandEngine, Inc.
  7. 7. Basis of Communication within CRM • Your CRM technology allows you to more effectively and efficiently manage relationships over a student’s student s lifecycle • Email is at the center of communication capabilities and campaigns Confidential and Proprietary Copyright 2010, DemandEngine, Inc.
  8. 8. Email marketing is not easy. It’s not a channel to constantly contact, target, or blast y y g your prospects. To ensure your message gets to the inbox, your “reputation” matters.
  9. 9. Agenda 1. The State of Email Marketing 2. It’s Time for an Email Marketing R lit 2 It’ Ti f E il M k ti Reality Check 3. Five-Step P 3 Fi St Process for Developing an Email f D l i E il Marketing Plan Confidential and Proprietary Copyright 2010, DemandEngine, Inc.
  10. 10. It’s Time for an Email Reality Check • High school students and adult- learners prefer it • Marketers don’t always use the channel that well Confidential and Proprietary Copyright 2010, DemandEngine, Inc.
  11. 11. Reality Check: Email is Preferred by Adult Learners 11 Confidential and Proprietary Copyright 2010, DemandEngine, Inc.
  12. 12. Reality Check: Email is Preferred by Adult Learners 12 Confidential and Proprietary Copyright 2010, DemandEngine, Inc.
  13. 13. Reality Check: Email is Preferred by Adult Learners 13 Confidential and Proprietary Copyright 2010, DemandEngine, Inc.
  14. 14. The Online Participation Profile of Adults Please indicate your current level of participation in the following online activities. Daily Weekly Never Use email U il 89% 6% 1% Use search engines to find information 75% 16% 2% Send text messages 46% 16% 16% Read status updates 26% 20% 18% Maintain a social networking profile Maintain a social networking profile 25% 21% 23% Read profiles within social networking sites 18% 21% 23% Watch online  video 14% 30% 8% Post status updates 12% 18% 33% Read online ratings/reviews 12% 28% 9% Read blogs 11% 15% 26% Tag Web pages or other digital content 7% 12% 37% Use RSS feeds 6% 6% 56% Listen to podcasts 4% 8% 40% Comment on blogs C bl 4% 6% 46% Publish your own Web pages 3% 4% 62% Post online ratings/reviews 3% 6% 35% Publish or maintain your own  blog 3% 4% 69% Upload video/audio you created Upload video/audio you created 2% 4% 52% n = 3712, ages 22‐50 Source: DemandEngine Adult‐Learner Communication Preferences Study Confidential and Proprietary Copyright 2010, DemandEngine, Inc.
  15. 15. Reality Check: Email is Preferred by High School Students 15 Confidential and Proprietary Copyright 2010, DemandEngine, Inc.
  16. 16. Reality Check: Email is Preferred by High School Students g 16 Confidential and Proprietary Copyright 2010, DemandEngine, Inc.
  17. 17. Reality Check: Email is Preferred by High School Students g 17 Confidential and Proprietary Copyright 2010, DemandEngine, Inc.
  18. 18. The Online Participation Profile of High School Students g 18 Confidential and Proprietary Copyright 2010, DemandEngine, Inc.
  19. 19. Reality Check: Email Supports the Decision Process 19 Confidential and Proprietary Copyright 2010, DemandEngine, Inc.
  20. 20. Some of Us Struggle with Email • Consider this message from a g continuing education provider • T o versions of each Two ersions message sent simultaneously • Three times in 5 days Confidential and Proprietary Copyright 2010, DemandEngine, Inc.
  21. 21. Struggling with Email • Consider this messageg • Personalize your message • We gave our first name in order to receive this Confidential and Proprietary Copyright 2010, DemandEngine, Inc.
  22. 22. Struggling with Email • Consider this message series: – Original inquiry – Sept 2009 – A luncheon invitation – Oct 2009 – General course availability – January 2010 J – Cell Phone Savvy promotion – June 2010 Confidential and Proprietary Copyright 2010, DemandEngine, Inc.
  23. 23. Struggling with Email Confidential and Proprietary Copyright 2010, DemandEngine, Inc.
  24. 24. Why This Matters-Deliverability! • You are not delivering what you think y you are … • Recent continuing education email research invitation to 50,000 students, over 11,000 ere ndeli erable! o er 11 000 were undeliverable! • Forrester projects that over the next five y years, $144 million dollars will be ,$ collectively spent and wasted on emails that never reach inboxes. • ISP care about your email reputation ISPs b t il t ti … because it impacts them Confidential and Proprietary Copyright 2010, DemandEngine, Inc.
  25. 25. Agenda 1. The State of Email Marketing 2. It’s Time for an Email Marketing R lit 2 It’ Ti f E il M k ti Reality Check 3. Five-Step P 3 Fi St Process for Developing an Email f D l i E il Marketing Plan Confidential and Proprietary Copyright 2010, DemandEngine, Inc.
  26. 26. DemandEngine’s Five-Step Process – Creating an Email Marketing Plan 1. 1 Assess current practices 2. Establish key performance indicators 3. Understand the decision cycle 4. Architect for value 5. Optimize ti i 5 O ti i timing Confidential and Proprietary Copyright 2010, DemandEngine, Inc.
  27. 27. Step 1. Assess Current Practices • How is your email marketing program performing … really? • Build a burning platform for change by assessing what you are doing today • Provides t e d ect o to make o des the direction a e business decisions Confidential and Proprietary Copyright 2010, DemandEngine, Inc.
  28. 28. Assessment Categories Trust Value Measurement Design 28 Confidential and Proprietary Copyright 2010, DemandEngine, Inc.
  29. 29. Trust Establishing a foundation for the relationship Identifying opportunities y g pp to improve deliverability Protecting y g your sender reputation Measuring CAN SPAM g compliance 29 Confidential and Proprietary Copyright 2010, DemandEngine, Inc.
  30. 30. Value Enhancing the relationship Deepening the students’ p g interest and/or commitment to you 16 Confidential and Proprietary Copyright 2010, DemandEngine, Inc.
  31. 31. Measurement Gauging success Using metrics to drive future interactions 31 Confidential and Proprietary Copyright 2010, DemandEngine, Inc.
  32. 32. Design Delivering easy-to- consume content Communicating value g visually Increasing recipient g p engagement 32 Confidential and Proprietary Copyright 2010, DemandEngine, Inc.
  33. 33. Step 2. Establish Key Performance Indicators • Open rates and clickthroughs are nice … – but what are you really doing with this information? • Develop goals, objectives, and metrics • Link key email measures to driving key funnel metrics • Are you measuring email conversions? Confidential and Proprietary Copyright 2010, DemandEngine, Inc.
  34. 34. Step 3. Map the Decision Cycle • Understand how prospective students make decisions t d t k d i i • Bridge the higher education marketing gap k ti • Align marketing efforts to decision cycle Confidential and Proprietary Copyright 2010, DemandEngine, Inc.
  35. 35. Higher Education is a Considered Purchase 35 Confidential and Proprietary Copyright 2010, DemandEngine, Inc.
  36. 36. Bridging the Gap 36 Confidential and Proprietary Copyright 2010, DemandEngine, Inc.
  37. 37. Aligning Marketing Efforts with Students Students’ Decision Cycle 37 Confidential and Proprietary Copyright 2010, DemandEngine, Inc.
  38. 38. Step 4. Architect for Value Stage Possible Messaging Offers Interest/Consideration • Value-add content related • Information to aide in the to industry, academic area, decision or life stage of prospect • Experience your • Benefits to students institution • Student/alumni profiles Anxiety • Advice for navigating this • Provide reassurance (i.e., stage in the process financial aid award letter, student testimonial video) ) Commitment/Enroll • Reaffirms their decision • Motivate the next step (if to commit applicable) • Build excitement about • Begin the process of enrollment and the f ll d h future retention (i i (i.e., getting i outcome involved once enrolled, meeting with academic advisor, subscribing to a current student newsletter) 38 Confidential and Proprietary Copyright 2010, DemandEngine, Inc.
  39. 39. Step 5: Optimize Timing • Interests and needs sway email recipient behavior, not time of day or day of week that the message was sent. • Delivering messages when the recipient is in the decision process is crucial. Forrester Research • Messages driven by behavioral data d t generate greater response, t t higher conversions and more revenue. revenue Forrester Research 39 Confidential and Proprietary Copyright 2010, DemandEngine, Inc.
  40. 40. What This Means • Email … a powerful and preferred channel of communication • Email success starts with strategy first, design and sending a distant second • Email delivers results when you think about goals: students not students, yours Confidential and Proprietary Copyright 2010, DemandEngine, Inc.
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