10 Email Tips Summit2010

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10 Email Tips Summit2010

  1. 1. “10 Tips for Writing Better Emails” Adrienne Bartlett, Client Concierge
  2. 2. Is email dead?
  3. 3. Nope. But it has changed.
  4. 4. Reasons Content Mom & Dad
  5. 5. Social technologies like text messaging relegated to friends.
  6. 6. “Remember, you’re not their friend.” -Karlyn Morissette
  7. 7. Not a catch-all solution
  8. 8. “Glue”
  9. 9. Less Search More Yield?
  10. 10. “Top 10”
  11. 11. 1 Know your role.
  12. 12. When to use email?
  13. 13. Event invites/reminders Confirmations Surveys Notifications Process Updates
  14. 14. Promote new (valuable) content on your site
  15. 15. 2 Get to the point.
  16. 16. Throw Shakespeare out the window.
  17. 17. Skip the intro Keep it short Say it once
  18. 18. No blocks of text Design to skim Bold key words?
  19. 19. Exercise: What’s the point of this email?
  20. 20. Make that your 1st sentence.
  21. 21. “You’re invited to attend our Open House on October 24th.”
  22. 22. Mind the scroll line.
  23. 23. Which words can you delete?
  24. 24. 3 Make the call.
  25. 25. Call to action?!
  26. 26. Set it off Bold Link Center?
  27. 27. 4 Inform your subjects.
  28. 28. Descriptive Clever
  29. 29. “Hook and label” Key words first A/B test
  30. 30. No spammy words DON’T SCREAM Don’t repeat school name Don’t merge first name
  31. 31. “Don’t Miss Out” “Last Chance” “We’re Waiting” “Check this out”
  32. 32. “Open House Invitation” “Chat with us today” “Missing transcript” “Take our campus visit survey”
  33. 33. 5 Don’t trust the media;)
  34. 34. Prospects (especially parents) often have images disabled.
  35. 35. Proceed as if the images aren’t rendering.
  36. 36. Does the message still make sense?
  37. 37. Is it readable?
  38. 38. How to do video...
  39. 39. “Video Message from Brian Niles”
  40. 40. 6 Easy on the html.
  41. 41. Too much html : Screams“marketing” + Hurts deliverability
  42. 42. K.I.S.S. (keep it simple stupid)
  43. 43. Keep the focus on the call to action
  44. 44. We’re past the point of “html for its own sake”
  45. 45. How we doin’ so far?
  46. 46. 7 Test. Test. Test.
  47. 47. Links Multiple Browsers A/B Split Subject Lines
  48. 48. The best way to determine frequency & timing
  49. 49. Know your audience.
  50. 50. 8 No magic day or time.
  51. 51. Have a plan.
  52. 52. Date Message Audience 5/21 1st Email   All 5/27   Plain-text followup Did not view/interact 6/9   2nd Email All 6/16 Plain-text followup Did not view/interact 6/16   Link and Instructions Registrants 6/19   “Day-of reminder”  Registrants 6/22 Link to video and slides Registrants
  53. 53. The followup should be part of the plan.
  54. 54. Flexibility
  55. 55. How much is too much?
  56. 56. What stage? WIIFM?
  57. 57. 9 Court the ‘rents.
  58. 58. Grad Schools: Listen Up!
  59. 59. Are you collecting email addresses?
  60. 60. Inquiry Cards Application Campus Visits/Events Website
  61. 61. Lots for “current” Why not prospect?
  62. 62. http://www.scu.edu/family/parent-email.cfm
  63. 63. Parent Content: Address Cost Process Personalize Notifications
  64. 64. 10 Segment and personalize.
  65. 65. One size does NOT fit all
  66. 66. Increase # of campaigns, but decrease their size
  67. 67. Consider Plans For: Parents Guidance Counselors “Local” Alums (for Grad Schools)
  68. 68. Another Plan to Consider: YIELD
  69. 69. Bonus tips:
  70. 70. (Link to) stories
  71. 71. Be a tease.
  72. 72. Use the “P.S.”
  73. 73. Feedback & Measurement
  74. 74. Focus on testing -- They can’t argue with results.
  75. 75. It’s all about building trust.
  76. 76. The future...
  77. 77. You can bet we’ll be there;)
  78. 78. What will you do differently?
  79. 79. Thanks! bartlett@targetx.com targetxconcierge
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