Email marketing is not dead! It can be an effective communication tool for nurturing your community of students, staff, and potential recruits and donors. In this session, we will discuss the strategy and benefits behind email marketing and tactics for implementing email marketing campaigns - including how to get started building your list, crafting your message, and measuring your results.
8. Longer
Shelf
Life
@kkokoska
• 23.6%
of
email
opens
occur
within
the
first
hour.
• A
Facebook
brand
post
will
get
half
of
it’s
reach
in
the
first
30
minutes.
9. ROI
@kkokoska
hSp://THEWEBSHOPPE.NET/email-‐marke7ng/cost-‐comparison-‐email-‐marke7ng-‐vs-‐direct-‐mail/
10. ROI
Again
@kkokoska
hSp://blog.hubspot.com/blog/tabid/6307/bid/34032/An-‐Inves7ga7on-‐Into-‐the-‐
ROI-‐of-‐Direct-‐Mail-‐vs-‐Email-‐Marke7ng-‐DATA.aspx
14. • Who
is/are
your
audience(s)?
• What
is
a
conversion
for
them?
– Loyalty
program
– Referrals
– Lead
nurturing
– Closing
Why
are
you
doing
this?
@kkokoska
19. • Add
checkbox
to
offline
forms
• Business
cards
• Event
registrants
• *Recent
consumers
DO:
Build
your
list
offline
@kkokoska
20. • Website
– Homepage
– Sidebar
– Contact
Form
– Check
out
– Event
Registra7on
• Facebook
• Blog
DO:
Build
your
list
online
@kkokoska
21. DO:
Segment
your
list
@kkokoska
Emails
that
have
been
tailored
to
specific
audiences
through
segmenta7on
get
50%
more
clicks
than
their
counterparts.
–
Marke&ng
Sherpa
25. • Buy
lists
• Harvest
email
addresses
or
copy/paste
• Precheck
the
box
• Add
folks
to
more
lists
than
they
agreed
to
• Send
to
folks
you
haven’t
sent
to
in
at
least
2
years
• Anything
else
that
sounds
shady
DON’T!
@kkokoska
26. Sender
Score:
Service
from
Return
Path.
Rates
sender
IP.
Sender
Reputa.on:
Also
calculated
by
email
networks
and
ISPs
Sender
Score/Reputa.on
@kkokoska
27. Controlling
the
Assault
of
Non-‐
Solicited
Pornography
And
Marke7ng
CAN-‐SPAM
Act
of
2003
@kkokoska
EACH
separate
viola7on
of
the
CAN-‐SPAM
Act
is
subject
to
penal7es
of
up
to
$16,000
28. • Define
objec7ves
first
• Use
a
SaaS
solu7on
• Build
your
list
thoughlully
across
offline/digital
proper7es
• Don’t
be
shady
Takeaways:
@kkokoska
29. Cra[ing
and
Crea.ng
Your
Message
1.)
List
2.)
Subject
Line
3.)
Message
4.)
Landing
page
5.)
Timing
hSp://www.flickr.com/photos/24687645@N00/2826029311/
30. Do
it
first
Be
brief
and
explicit
Not
appropriate
for
the
hard
sell
Sense
of
urgency?
Avoid
SPAM
Terms
Localiza7on
not
personaliza7on
Use
your
company
name
Test
Subject
Lines
@kkokoska
33. • Your
CTA:
– Above
the
fold?
– All
roads
lead
to
CTA?
– Short
and
powerful?
– Redundant?
• How’s
your
subject
line
holding
up?
• Can
you
“Share
with
a
Friend?”
• Have
you
integrated
your
other
digital
proper7es?
The
Email:
Message
@kkokoska
34. • How
does
it
hold
up
across
email
clients?
• How
does
it
look
across
mobile
plalorms?
• Can
you
view
in
browser
and
as
plain
text?
The
Email:
Technical
Considera.ons
@kkokoska
41. 1. Use
an
explicit
subject
line
which
you
have
tested
2. Be
consistent
with
your
branding
3. Have
a
clear
CTA
which
links
to
a
focused
page
4. Schedule
thoughlully
(earlier
is
beSer)
5. TEST
TEST
TEST
Takeaways
@kkokoska