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10 Email Tips Summit2010
10 Email Tips Summit2010
10 Email Tips Summit2010
10 Email Tips Summit2010
10 Email Tips Summit2010
10 Email Tips Summit2010
10 Email Tips Summit2010
10 Email Tips Summit2010
10 Email Tips Summit2010
10 Email Tips Summit2010
10 Email Tips Summit2010
10 Email Tips Summit2010
10 Email Tips Summit2010
10 Email Tips Summit2010
10 Email Tips Summit2010
10 Email Tips Summit2010
10 Email Tips Summit2010
10 Email Tips Summit2010
10 Email Tips Summit2010
10 Email Tips Summit2010
10 Email Tips Summit2010
10 Email Tips Summit2010
10 Email Tips Summit2010
10 Email Tips Summit2010
10 Email Tips Summit2010
10 Email Tips Summit2010
10 Email Tips Summit2010
10 Email Tips Summit2010
10 Email Tips Summit2010
10 Email Tips Summit2010
10 Email Tips Summit2010
10 Email Tips Summit2010
10 Email Tips Summit2010
10 Email Tips Summit2010
10 Email Tips Summit2010
10 Email Tips Summit2010
10 Email Tips Summit2010
10 Email Tips Summit2010
10 Email Tips Summit2010
10 Email Tips Summit2010
10 Email Tips Summit2010
10 Email Tips Summit2010
10 Email Tips Summit2010
10 Email Tips Summit2010
10 Email Tips Summit2010
10 Email Tips Summit2010
10 Email Tips Summit2010
10 Email Tips Summit2010
10 Email Tips Summit2010
10 Email Tips Summit2010
10 Email Tips Summit2010
10 Email Tips Summit2010
10 Email Tips Summit2010
10 Email Tips Summit2010
10 Email Tips Summit2010
10 Email Tips Summit2010
10 Email Tips Summit2010
10 Email Tips Summit2010
10 Email Tips Summit2010
10 Email Tips Summit2010
10 Email Tips Summit2010
10 Email Tips Summit2010
10 Email Tips Summit2010
10 Email Tips Summit2010
10 Email Tips Summit2010
10 Email Tips Summit2010
10 Email Tips Summit2010
10 Email Tips Summit2010
10 Email Tips Summit2010
10 Email Tips Summit2010
10 Email Tips Summit2010
10 Email Tips Summit2010
10 Email Tips Summit2010
10 Email Tips Summit2010
10 Email Tips Summit2010
10 Email Tips Summit2010
10 Email Tips Summit2010
10 Email Tips Summit2010
10 Email Tips Summit2010
10 Email Tips Summit2010
10 Email Tips Summit2010
10 Email Tips Summit2010
10 Email Tips Summit2010
10 Email Tips Summit2010
10 Email Tips Summit2010
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10 Email Tips Summit2010

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Transcript

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

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