The Benefits of Email Marketing for Continuing Education

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Online learning provider, ed2go, helps you understand the benefits of emailing students to marketing your programs and courses.

Want higher enrollments in your extended learning programs? Start your email marketing program today, to connect with students through a familiar platform.

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The Benefits of Email Marketing for Continuing Education

  1. 1. DISCOVERING THE BENEFITS OF EMAIL MARKETING PART OF THE MARKETING SERIES
  2. 2. THE BIG
  3. 3. It’s All About Email • Digital Marketing is Ubiquitous – Email, Social, Hyperlocal, etc. • Email is the New Email – Most familiar and widely understood • 91% of consumers check their email at least once a day (Google Insights). – New study data providing new best practices • Email = Highest ROI in Digital Marketing – 82% of consumers open emails marketing products or services (Litmus).
  4. 4. The Benefits of Email • Reduced time and effort • Real-time message • Personalized Message – Your Contacts • Segment user and customer database information • More frequent communications
  5. 5. WHERE DO YOU START?
  6. 6. The Email Recipe • A Product or Service • Email List • Email Client – Constant Contact – Vertical Response – Mail Chimp – free for first 2000 person list • Copywriter • Data Analyst
  7. 7. Quick-Start Checklist  Use a 6 to 10 Word Subject Line = Subject lines fewer than 10 characters long had an open rate of 58% - Adestra Report • 64% of people say they open an email because of the subject line  Keep messages brief – 3 to 4 paragraphs ideal  Link back to your website – your domain or ed2go site  Email same time of the month – or find a schedule that works for your group  Always provide an “unsubscribe” option – refer to CAN-SPAM laws for additional information  Track the effectiveness /results  Update email add new ones and delete unsubs or stale addresses  Use HTML format – graphics and room for creativity  Create demo groups in email list – send messages accordingly  Send 2-3 reminders to students in upcoming session or course
  8. 8. WHAT EMAIL SHOULD YOU SEND?
  9. 9. Email Ideas • Newsletter – Most Popular - Formatted w/Columns like Newspaper – Send Periodically (weekly/monthly) • Promotional Email – Focus on Single Product/Single Product Group – Action Driven – Time Sensitive – Some, not all Details in Message – Inspire Click- through • Event Invite – Date Driven/Event – Create Series of Emails for Ramp-Up • Announcement/Greeting – Seasonal Greeting/Birthday – Press Releases – Relationship Building
  10. 10. Email Benchmarks • Open rate ~ 20% • Click through rate ~ 20% • Unsubscribe rate – <1% • Bounce-back/un-deliverables – <1%
  11. 11. GET STARTED
  12. 12. Create Your Plan • Aggregate Data • Student Email Addresses • Local Markets/Interests • Use Email Clients to Craft Messages • Contact ed2go AMs for Email Templates • Create Test Strategy • Analyze Data, Update, Repeat
  13. 13. QUESTIONS? Download the presentation by visiting www.slideshare.net/ed2go

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