Email marketing for continuing education professionals - Brad Kleinman

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A presentation by Brad Kleinman of WorkSmart-eMarketing on email marketing for continuing education professionals. This presentation was delivered via webinar for the eMarketing Techniques Webinar SEries on 2/12/2009.

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Email marketing for continuing education professionals - Brad Kleinman

  1. 1. Complimentary eMarketing Webinar Series for Educators Email Brad at [email_address] Part 2 Email Marketing Email Christian at [email_address]
  2. 2. Agenda <ul><li>Introduction </li></ul><ul><li>Audience Segmentation </li></ul><ul><li>Email Marketing </li></ul><ul><li>Question and Answer </li></ul>
  3. 3. About the webinar series <ul><li>March 11 th – Search Engine Optimization </li></ul><ul><li>April 15 th – Social Media Optimization </li></ul><ul><li>May 13 th – Social Networking Optimization </li></ul><ul><li>June 17 th – Web 2.0 Tools </li></ul>
  4. 4. The Funnel
  5. 5. The Funnel
  6. 6. The Stats From Brightwave Marketing Webcast 6/26/08
  7. 7. Improving Your Email Marketing Campaigns How to improve deliverability, click-through, and consistency
  8. 8. Improving Your Email Campaigns <ul><li>Planning </li></ul><ul><ul><li>Developing a strategy </li></ul></ul><ul><ul><li>List segmentation </li></ul></ul><ul><ul><li>Campaigns </li></ul></ul><ul><li>Design, layout, and content </li></ul><ul><ul><li>Getting through the spam filters </li></ul></ul><ul><ul><li>Increasing click-through </li></ul></ul><ul><ul><li>Optimizing campaigns </li></ul></ul><ul><li>Tracking and Follow-up </li></ul><ul><li>Easing the pain </li></ul>
  9. 9. Benefits of Email Marketing <ul><li>Cost effective </li></ul><ul><ul><li>~ 500 = $15/month </li></ul></ul><ul><li>Measurable </li></ul><ul><ul><li>Know who opened it and when </li></ul></ul><ul><li>Develops relationships </li></ul><ul><ul><li>You open email from people you trust </li></ul></ul>
  10. 10. Your Email Strategy <ul><li>Get to know your customers (market research) </li></ul><ul><ul><li>Frequency </li></ul></ul><ul><ul><ul><li>Beware of list fatigue </li></ul></ul></ul><ul><ul><li>What are their interests? </li></ul></ul><ul><ul><ul><li>Entrepreneurship? </li></ul></ul></ul><ul><ul><ul><li>Financing? </li></ul></ul></ul><ul><ul><ul><li>Technical topics? </li></ul></ul></ul><ul><li>Content versus promotion </li></ul><ul><li>Leverage contributors </li></ul><ul><li>How will you connect email to offline techniques? </li></ul>
  11. 11. Building Your List <ul><li>Sign up forms throughout your website </li></ul><ul><ul><li>W I I F M ? </li></ul></ul><ul><li>Beware of too many form fields </li></ul><ul><ul><li>More form fields = less likely to fill out </li></ul></ul><ul><li>Ask for email when students are signing up </li></ul><ul><ul><li>Make it a requirement </li></ul></ul><ul><li>Networking Networking Networking </li></ul><ul><ul><li>Ask when you receive their business card </li></ul></ul>
  12. 12. Segmenting Your Lists
  13. 13. Email Campaigns <ul><li>Monthly email newsletter </li></ul><ul><ul><li>Multiple segments </li></ul></ul><ul><li>Targeted email blasts </li></ul><ul><ul><li>New programs, upcoming events and webinars </li></ul></ul><ul><li>Auto-responders </li></ul><ul><ul><li>What do they get when they sign up? </li></ul></ul><ul><li>Drip campaigns </li></ul><ul><ul><li>What they receive over a period of time </li></ul></ul>
  14. 14. Email Design, Content and Layout <ul><li>Focus on content not promotion </li></ul><ul><ul><li>80%/20% </li></ul></ul><ul><li>Make sure there is a clear call-to-action </li></ul><ul><ul><li>Above the fold (above the scroll) </li></ul></ul><ul><li>Use ‘click here’ and bright colors sparingly </li></ul><ul><ul><li>Alerts spam filters (run spam checker) </li></ul></ul><ul><li>Take advantage of the F pattern </li></ul><ul><ul><li>Use headlines and a columned layout </li></ul></ul>
  15. 15. Tracking Results <ul><li>How do you measure success? </li></ul><ul><ul><li>CTR (Click through rate) </li></ul></ul><ul><ul><li>OR (Open rate) </li></ul></ul><ul><ul><li>Conversions </li></ul></ul><ul><ul><li>Subscriber list growth </li></ul></ul><ul><ul><li>Opt-out </li></ul></ul>
  16. 16. Tracking Results
  17. 17. Tracking and Follow-Up <ul><li>Develop Protocol </li></ul><ul><ul><li>What do you do with clickers? </li></ul></ul><ul><ul><li>How are you improving your campaigns? </li></ul></ul><ul><ul><li>Are you connecting your campaigns to Google Analytics? </li></ul></ul>
  18. 18. Track Your Relationships <ul><li>Track each customer as closely as possible </li></ul><ul><ul><li>Contact Log (below) </li></ul></ul><ul><ul><li>VIPs/Tiers </li></ul></ul>
  19. 19. Use Split Testing <ul><li>Use statistical analysis to optimize results </li></ul><ul><li>Change various aspects of the email </li></ul><ul><ul><li>Subject line </li></ul></ul><ul><ul><li>Sender from name </li></ul></ul><ul><ul><li>Layout </li></ul></ul><ul><ul><li>Content VS Promotion ratio </li></ul></ul><ul><ul><li>Call to action </li></ul></ul>
  20. 20. Use Split Testing
  21. 21. Connect to Google Analytics
  22. 22. Easing the pain <ul><li>Calendarize Calendarize Calendarize </li></ul><ul><ul><li>Place monthly blast campaigns in your group calendar </li></ul></ul><ul><li>Assign topics to team members </li></ul><ul><ul><li>Focus on content not promotion </li></ul></ul><ul><li>Leverage your community </li></ul><ul><ul><li>Have them write blog posts, and use email blasts as blurbs </li></ul></ul><ul><li>Have program managers manage their lists </li></ul><ul><ul><li>Segment their VIP contacts as well </li></ul></ul>
  23. 23. Questions / Comments? Email Brad at [email_address] Email Christian at [email_address]

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