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Email Design Tips for the Modern Marketer
The document outlines email design tips for modern marketers, emphasizing brand consistency and engaging content. It highlights the Texas Medical Association's goals to enhance awareness, registration, and revenue for their continued medical education program. Strategies include personalized emails for non-openers and promotional events with tiered pricing.
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Email Design Tips for the Modern Marketer
- 1. Email Design Tips forthe Modern Marketer September 29, 2016
- 2. Presented by…. Chris Scavo DigitalMarketing Strategist Vivian Swertinski Sr. Digital Marketing Strategist
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- 8. Organized presentation ofcontent
- 9. Texas Medical Association RevampsContinued Medical Education (CME) Program
- 10. Goals for theCME Program Increase awareness and interest in CME courses Grow course registration Generate measureable increase in revenue
- 11. Create CompellingContent Follow Through to Conversion
- 12. # 1 -Create Compelling Content
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- 14. Non Openers Register ed Clicked on a Course 2nd Chance toJoin a Class Course Specific Email Purchase Confirmation
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- 21. NIRSA, Leaders inCollegiate Recreation
- 23. Short and sweetnewsletter
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- 26. Questions? Stay intouch! experts@informz.c om
Editor's Notes
- #3 Today we will share with you key findings from the 2015 Association Email Marketing Benchmark. In addition to sharing key metrics we’ll share some insight into trends that are influencing engagement metrics. We’ll also discuss key email elements that influence email metrics so that you can walk away with a few action items to start working on.
- #4 VIV Key Findings Latest Industry Marketing Trends
- #5 Brand Continuity – 10,000 foot view of website and email Same look and feel promotes posititve recognition and familiarity – ease of use…know what your looking for and know where to find things The email is a little hard to see at this distance, so let’s take an up close and personal look at what’s going on in the email.
- #6 Header and Footer (like book ends) match web design and contain social icons and useful call to action icons Images help tell the story – the top image or hero image clearly lets me know that vineyards and winetasting can be part of my agenda. Customized text call to action buttons such as plan your trip and book your stay are directive and easy to interact with. (notice the play on colors so that they CTA stand out)
- #7 Visually appealing email, I love the way the newsletter wraps up at the bottom with 3 column call out section. Nice balance of imagery and text which makes it interesting and engaging for the reader.
- #8 Brand Continuity – 10,000 foot view of website and email Same look and feel promotes posititve recognition and familiarity – ease of use…know what your looking for and know where to find things
- #9 Brand Continuity – 10,000 foot view of website and email Same look and feel promotes posititve recognition and familiarity – ease of use…know what your looking for and know where to find things
- #12 SWOT Leader, quality program, integrated system between the website, email marketing platform and database W – one size, once a month promotional email where all the CME courses were listed.
- #13 Majority mobile openers
- #14 9 out of 10 association marketers forget one of the most important parts of the email program. Its not enough to hit the email send button on the down swing. With sending the email being the objective for most marketers, the interaction afterwards is forgotten about. The follow through is crucial in driving conversion. Now, instead of just the one email, we are giving members time to interact with the message, then use decision steps to determine what courses they click on as well as if they completed the purchase.
- #16 9 out of 10 association marketers forget one of the most important parts of the email program. Its not enough to hit the email send button on the down swing. With sending the email being the objective for most marketers, the interaction afterwards is forgotten about. The follow through is crucial in driving conversion. Now, instead of just the one email, we are giving members time to interact with the message, then use decision steps to determine what courses they click on as well as if they completed the purchase.
- #17 Increased overall non-dues revenue from the TMA Education Center Increased engagement—more opens and clicks per unique recipient Ability to follow-up based on interest in specific cour
- #20 Integration between imis database and informz makes personalizing emails easy.
- #23 Color coded bars for organization and categorization of stories within the newsletter.
- #24 Purposeful use of the header and footer – blog, upcoming events, social sharing
- #25 57% open rate and 44% click through of this newsletter sent to volunteers
- #27 VIV
- #28 TRACY