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Taking Your HTML Email Communications from "Ew" to "Wow"

HTML emails can suck. From the 1990s era code to uninspiring templates to fulfillment and statistics in an alien CRM HTML emails are something that many choose to ignore. Or, at best, develop and deliver outside of a CRM. In the summer of 2018 University Relations at West Virginia University implemented a new way of delivering HTML emails in support of Enrollment Management. We found we could be more creative and focused in our messaging than we ever expected. Early numbers show we may have influenced our class with our new strategy. In this session, you’ll follow along with a case study that will cover how we: • Re-thought our email communication plans from the ground-up • Helped designers and developers collaborate with Enrollment Management using Litmus • Built a tool on top of MJML to help speed up our development time, as well as segment copy and imagery, for our emails • Track the effectiveness of our email communications using a dashboard built in Data Studio And it’s all CRM agnostic.

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TAKING YOUR HTML EMAIL
COMMUNICATIONS FROM
EW TO WOW
Dave Olsen / @dmolsen
West Virginia University
THE POWER OF EMAIL
204,151
Clicks out to our application
Aug. 1 2018 - Aug. 20 2019
by channel source
SocialEmail
EMAIL DRIVES ACTION STAT #1
Academic deposits by month
October November December January February March
2018 2019
EMAIL DRIVES ACTION STAT #2
$3,000,000+
EMAIL HAS VALUE
Taking Your HTML Email Communications from "Ew" to "Wow"

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Taking Your HTML Email Communications from "Ew" to "Wow"