Email Marketing for Higher Education
 
<ul><li>Points We  Will Cover </li></ul><ul><ul><li>Building the Argument </li></ul></ul><ul><ul><li>Recognizing Audiences...
<ul><li>Key Takeaways </li></ul><ul><ul><li>Does your email campaign tie in with the rest of your efforts? </li></ul></ul>...
<ul><li>Information About Wofford College </li></ul>
Building the Argument <ul><li>Cost Analysis – vs Print </li></ul><ul><li>Relevance to Audience </li></ul><ul><li>Changing ...
Establishing your Audience <ul><li>Prospective Students </li></ul><ul><li>Alumni </li></ul><ul><li>Young Alumni </li></ul>...
Branding Does design match your brand Importance of Consistency and visual identity
Consistency is Key!
Same look and feel as Website
Promotion
List Management <ul><li>Sending targeted messages </li></ul><ul><li>Send time is relative </li></ul><ul><li>Making unsubsc...
Tips for Writing Great Content <ul><li>News Releases </li></ul><ul><li>Weekly Newsletters </li></ul><ul><li>Invitations to...
Great Content Advice <ul><li>Subject line is VITAL </li></ul><ul><li>Bite size chunks – Semantic Markup </li></ul><ul><li>...
Analytics <ul><li>Tracking Image is Loaded </li></ul><ul><li>Targeted messages result in higher returns </li></ul><ul><li>...
Education Industry Rates <ul><li>96.5% Delivered </li></ul><ul><li>28.6% Open </li></ul><ul><li>5.2% Click through rate </...
Segmented Campaign Data Wofford News Service Campaign – 17 messages Wofford Alumni Campaign – 7 messages
<ul><li>Key Takeaways Revisited </li></ul><ul><ul><li>Does your email campaign tie in with the rest of your efforts? </li>...
Closing / Questions <ul><li>[email_address]  – jameskm@wofford.edu </li></ul><ul><li>Email Marketing Blogs </li></ul><ul><...
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Email Marketing for Higher Education

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presention at eduWEB 2008 in Atlantic City

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  • Email Marketing for Higher Education

    1. 1. Email Marketing for Higher Education
    2. 3. <ul><li>Points We Will Cover </li></ul><ul><ul><li>Building the Argument </li></ul></ul><ul><ul><li>Recognizing Audiences </li></ul></ul><ul><ul><li>Establishing Brand Recognition </li></ul></ul><ul><ul><li>Analyzing Analytics </li></ul></ul><ul><ul><li>Goals of your campaign </li></ul></ul>
    3. 4. <ul><li>Key Takeaways </li></ul><ul><ul><li>Does your email campaign tie in with the rest of your efforts? </li></ul></ul><ul><ul><li>Are you doing and tracking all the little things? </li></ul></ul>
    4. 5. <ul><li>Information About Wofford College </li></ul>
    5. 6. Building the Argument <ul><li>Cost Analysis – vs Print </li></ul><ul><li>Relevance to Audience </li></ul><ul><li>Changing Market Trends </li></ul><ul><li>Speed of Delivery </li></ul><ul><li>Segmenting Audience </li></ul><ul><li>Availability of Tracking and Analysis </li></ul>
    6. 7. Establishing your Audience <ul><li>Prospective Students </li></ul><ul><li>Alumni </li></ul><ul><li>Young Alumni </li></ul><ul><li>Donors </li></ul><ul><li>News Subscribers </li></ul><ul><li>News Services </li></ul><ul><li>Athletic Fans </li></ul><ul><li>Website Updates </li></ul>
    7. 8. Branding Does design match your brand Importance of Consistency and visual identity
    8. 9. Consistency is Key!
    9. 10. Same look and feel as Website
    10. 11. Promotion
    11. 12. List Management <ul><li>Sending targeted messages </li></ul><ul><li>Send time is relative </li></ul><ul><li>Making unsubscribe obvious </li></ul>
    12. 13. Tips for Writing Great Content <ul><li>News Releases </li></ul><ul><li>Weekly Newsletters </li></ul><ul><li>Invitations to events, solicitations </li></ul><ul><li>Data mining Blog Posts </li></ul><ul><li>Promoting Website Features </li></ul><ul><li>Promoting Social Media </li></ul><ul><ul><li>Videos </li></ul></ul><ul><ul><li>Social Networks </li></ul></ul>
    13. 14. Great Content Advice <ul><li>Subject line is VITAL </li></ul><ul><li>Bite size chunks – Semantic Markup </li></ul><ul><li>Linking to Site </li></ul><ul><li>Multiple Content Options </li></ul><ul><li>Pictures should add not dominate </li></ul><ul><li>Same tips apply to good web layout </li></ul>
    14. 15. Analytics <ul><li>Tracking Image is Loaded </li></ul><ul><li>Targeted messages result in higher returns </li></ul><ul><li>Tracking code on email campaign links </li></ul><ul><ul><li>roirevolution.com/builder – Google Analytics </li></ul></ul><ul><li>Send people to your website to track videos </li></ul><ul><ul><li>Emailing videos and tracking is a bad idea </li></ul></ul><ul><li>Focus on trends and actionable items </li></ul>
    15. 16. Education Industry Rates <ul><li>96.5% Delivered </li></ul><ul><li>28.6% Open </li></ul><ul><li>5.2% Click through rate </li></ul><ul><li>http://bronto.com/stats </li></ul>
    16. 17. Segmented Campaign Data Wofford News Service Campaign – 17 messages Wofford Alumni Campaign – 7 messages
    17. 18. <ul><li>Key Takeaways Revisited </li></ul><ul><ul><li>Does your email campaign tie in with the rest of your efforts? </li></ul></ul><ul><ul><li>Are you doing and tracking all the little things? </li></ul></ul>
    18. 19. Closing / Questions <ul><li>[email_address] – jameskm@wofford.edu </li></ul><ul><li>Email Marketing Blogs </li></ul><ul><li>Karlyn Morissette – Web Producer at Dartmouth http://www.karlynmorissette.com/ </li></ul><ul><li>Bronto Blog http://blog.bronto.com/ </li></ul><ul><li>Campaign Monitor Blog http://www.campaignmonitor.com/blog/ </li></ul><ul><li>BlogHighEd http://bloghighed.org/ </li></ul>
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