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Tips and Tricks to Make Your Email Marketing Program Thrive
- 1. Tips and Tricks to Make Your Email Marketing Program Thrive Brian Weed Senior Digital Strategist CHI Health MTB-1250 – IBM Amplify 2016 Conference
- 3. CHI Health
- 4. Tips + Tricks • Mix hard and soft sell content • Use all the features! • Embed animation • Headlines • Infographics + printables • Define goals • Be mobile friendly • Build your email list
- 7. Hard Sell vs. Soft Sell
- 12. Dynamic Content
- 14. Personalization
- 16. Subject line: Michelle: Important information for your health Opens 43% Clicks 5.5%
- 17. Use Animation
- 20. Don’t Underestimate Importance of Content • Content • Images • Headlines – “# of ways to XYZ” – recipe for winning headlines • Infographics / printables
- 21. Headlines That Work 2501 2635 2875 6226 0 1000 2000 3000 4000 5000 6000 7000 Six Habits to Take to Heart Is it the Fountain of Youth Why You Should Walk Like a Penguin 10 Ways to CRUSH your Cravings TotalClicks
- 23. Headlines That Work 2501 2635 2875 6226 0 1000 2000 3000 4000 5000 6000 7000 Six Habits to Take to Heart Is it the Fountain of Youth Why You Should Walk Like a Penguin 10 Ways to CRUSH your Cravings TotalClicks
- 26. Headlines That Work 2501 2635 2875 6226 0 1000 2000 3000 4000 5000 6000 7000 Six Habits to Take to Heart Is it the Fountain of Youth Why You Should Walk Like a Penguin 10 Ways to CRUSH your Cravings TotalClicks
- 28. Headlines That Work 2501 2635 2875 6226 0 1000 2000 3000 4000 5000 6000 7000 Six Habits to Take to Heart Is it the Fountain of Youth Why You Should Walk Like a Penguin 10 Ways to CRUSH your Cravings TotalClicks
- 30. Infographics
- 31. Infographics
- 32. Printables – What a Hoot!
- 33. Define Goals • What do you want people to do? – Call to Action (CTA) • How will you measure success? – Conversions on your site, opens, click throughs
- 34. Features to Use • Mobile-responsive templates • Tracking (open rates and click- through rates) • A/B testing • Auto responders • Spam check
- 35. Consider Email Nuances • Protected Health Information (PHI) • Subject lines • CTAs • Test, test, test and then test again
- 36. Be Mobile Friendly Client % Apple iPhone 29% Apple iPad 13% Outlook 12% Gmail 11% Google Android 9% Web version 8% Apple Mail 6% Yahoo! Mail 3% Outlook.com 3% Windows Live Mail 3% Other 3% Windows Mail 1% Thunderbird 1% Mobile 52% Desktop 24% Webmail 24%
- 37. Build Your Email List • Electronic medical records • Point of service/front desk • Events/registrations • HR/employees • Form on website
- 38. Tips + Tricks Wrap-up • Mix hard and soft sell content • Use all the features! • Embed animation • Headlines • Infographics + printables • Define goals • Be mobile friendly • Build your email list
- 39. Questions
- 40. Contact Brian Weed Senior Digital Strategist CHI Health brian.weed@alegent.org
Editor's Notes
- Many of us sometimes feel like we’re juggling while blindfolded. We put our efforts where we think we’ll see results, but it’s very difficult to track and attribute ROMI in industries like health care.
- Our sends are not “blasts” but are targeted based upon propensities and health data from CRM. Non-targeted “blasts” can hurt your reputation when people find the messages to not be relevant and start to unsubscribe, or worse, click the Spam or Abuse button. With a CRM, we’re able to target.
- People get fatigued from constant hard-sell messages. mix of hard and soft sell content (Virtual Care vs. eNewsletter). Explain Virtual Care
- Editorial meeting and planning session—integrated approach across marketing, communications, PR, graphics, and digital marketing. Newsletter content written with expert advice
- Automated – “set it and forget it” (birthday message)
- Automated – “set it and forget it” (birthday message). We all enjoy getting those free meals and discounts in our inboxes. I suggested a free colonoscopy, but the higher ups didn’t go for that.
- Dynamic content (show colonoscopy). Swap out content with any data field: gender, race, age, address/geography, presence of children, marital status.
- Dynamic content (show colonoscopy). Swap out content with any data field: gender, race, age, address/geography, presence of children, marital status.
- Personalization (mammo or another example)
- Nuggets that pique curiosity
- Nuggets that pique curiosity
- Nuggets that pique curiosity
- Nuggets that pique curiosity