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Put Outlook in your Rearview
This document provides best practices and guidelines for creating effective emails. It discusses the importance of keeping emails short and digestible for readers, being consistent with a regular schedule, and tailoring the tone of emails to different audiences. It also covers common types of emails like newsletters, catalogs, announcements and invitations. Additional tips include planning for images to be blocked and considering email width. The document concludes with an example of how one organization implemented email marketing best practices through tools like Campaign Monitor.
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Put Outlook in your Rearview
- 2. @MMBC #PSEWEB Conference Coordinator Speaker& Consultant - Lunch Break Media Ltd. Instructor – Western University Manager, Digital Services – Ivey Business School Twitter: @mmbc Instagram: @mcheater Email: melissa@lunchbreakmedia.com
- 7. SMASHING (MAGAZINE) EMAILBP’S Have something to say. Sounds simple, but while your daily musings are permissible on Twitter, your email audience will be less forgiving. Make it digestible. Email doesn’t limit your word count, but you’ll need to apply some editing of your own. If it’s a long article, include an excerpt and link through to the website for the full story. This has the added bonus of enabling you to track the most popular items. Be regular. Set a schedule of emails that you know you can keep to. A monthly or quarterly newsletter can be a good guide. Be personal. Tailor your tone to the audience. Most email services offer invaluable segmentation tools. You wouldn’t speak to your spouse the way you talk to your bank manager; neither should you address your entire audience the same way.
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- 10. TYPES OF EMAILS: Newsletters. Supportongoing relationships, carrying prospects through the funnel. Catalogs. Think Amazon & iTunes! Product-driven newsletter (regular, structured = usable and expected). What does this look like in higher education marketing? Announcements/CTA & Invitations. Ad hoc (as needed/relevant). Function best as single call to action. Don’t forget plain text. Personalizing is way less creepy when it’s not as obviously a mass email.
- 12. PLAN TO MAKESENSE WITHOUT IMAGES • Image blocking is increasing • 52% of users don’t see images automatically
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- 26. CAMPAIGN MONITOR Established knowledge& implementation leader Google weighs in on their blog Constantly publishing knowledge on the latest and most compliant methods of building email Database of free, tested, professional templates for quick unique look & feel Stable: They’ve been around for a long time, and they are huge Reputable: I’ve felt their spam penalties Chris Brogan says prioritize spam & deliverability when choosing a vendor Able to push to social media, pull from RSS, integrate into websites & Salesforce
- 29. OUR RESULTS: • 16Departments onboard in Campaign Monitor • Additional departments using template in alternate tool • 3 Templates: Two Column, One Column, Invitation • Approx. 330 emails sent since September 2011 • Process in place for global template update • Mailing list for all email editors & staff • Training materials through help desk software • Template revamp & best practices launch underway “We had an open rate of 35% for Ivey Society members, 31% for MBAs and 27% for HBAs – all incredible, and higher than we have had in the past.”
- 30. TYPES OF EMAILS •Newsletters • Event Invitations • Admissions Offers • Event/Fair Follow Ups • In the Media Digests • Ivey Business Journal (Publication) • Catalog (Ivey Publishing) • Holiday Cards • Mass Campaigns
- 31. OUR PROCESS • Decentralizedstaff are independent for repeat pieces • New Project Request for all new pieces • Goals, Audiences, Budget, Content, Timeline • Decentralized staff develops Content & Meta Info • Digital Team executes Design, Populate & Build • Tests & Revisions (Optional Cross-Platform & Spam Test) • Digital Services supports list upload & send training • Decentralized staff executes send Help Desk & Knowledge Centre database for ongoing support Digital Services & Marketing mailing list CC’d on all tests & sends (for troubleshooting & FYI).
- 42. ATTACHMENT SIGNATURES =DOUBLE FAIL
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Editor's Notes
- #4 Hubspot is on the pulse of digital and marketing, has brought in $65M in VC capital and launched a massive new email product this spring.
- #5 Cheap, massive, trackable (performance & CRM), opt-in, segments #FTW
- #21 Include CTA’s (email and social) and avoid dark backgrounds. Also, be worth forwarding.