Email Marketing for Higher Education

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presention at eduWEB 2008 in Atlantic City

presention at eduWEB 2008 in Atlantic City

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Transcript

  • 1. Email Marketing for Higher Education
  • 2.  
  • 3.
    • Points We Will Cover
      • Building the Argument
      • Recognizing Audiences
      • Establishing Brand Recognition
      • Analyzing Analytics
      • Goals of your campaign
  • 4.
    • Key Takeaways
      • Does your email campaign tie in with the rest of your efforts?
      • Are you doing and tracking all the little things?
  • 5.
    • Information About Wofford College
  • 6. Building the Argument
    • Cost Analysis – vs Print
    • Relevance to Audience
    • Changing Market Trends
    • Speed of Delivery
    • Segmenting Audience
    • Availability of Tracking and Analysis
  • 7. Establishing your Audience
    • Prospective Students
    • Alumni
    • Young Alumni
    • Donors
    • News Subscribers
    • News Services
    • Athletic Fans
    • Website Updates
  • 8. Branding Does design match your brand Importance of Consistency and visual identity
  • 9. Consistency is Key!
  • 10. Same look and feel as Website
  • 11. Promotion
  • 12. List Management
    • Sending targeted messages
    • Send time is relative
    • Making unsubscribe obvious
  • 13. Tips for Writing Great Content
    • News Releases
    • Weekly Newsletters
    • Invitations to events, solicitations
    • Data mining Blog Posts
    • Promoting Website Features
    • Promoting Social Media
      • Videos
      • Social Networks
  • 14. 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
  • 15. Analytics
    • Tracking Image is Loaded
    • Targeted messages result in higher returns
    • Tracking code on email campaign links
      • roirevolution.com/builder – Google Analytics
    • Send people to your website to track videos
      • Emailing videos and tracking is a bad idea
    • Focus on trends and actionable items
  • 16. Education Industry Rates
    • 96.5% Delivered
    • 28.6% Open
    • 5.2% Click through rate
    • http://bronto.com/stats
  • 17. Segmented Campaign Data Wofford News Service Campaign – 17 messages Wofford Alumni Campaign – 7 messages
  • 18.
    • Key Takeaways Revisited
      • Does your email campaign tie in with the rest of your efforts?
      • Are you doing and tracking all the little things?
  • 19. Closing / Questions
    • [email_address] – jameskm@wofford.edu
    • Email 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/