First, let me introduced myself

Transcription

1 Marketing to Inboxes: 5-Step Plan to Effective Campaigns Karlyn Morissette Web Producer - Dartmouth College First, let me introduced myself Web Producer at Dartmouth Former admissions officer Five years of marketing experience Blogger at and 2 Feel free to print this document, but don t upload it to a web server 1

2 After this webinar, you will Understand what makes for successful messages Be able to make immediate improvements to your current marketing program, or start one from scratch 3 Why are we talking about this? Highest return on investment you ll get from any form of direct marketing. 60% of Internet users use on an average day, more than any other activity (Pew Internet and American Life Project) Only 22% of prospective students look for a college s page on a social networking site (Rick Hasel, the Art & Sciences Group) 4 Feel free to print this document, but don t upload it to a web server 2

3 Let me give you a good example 5 Let me give you a good example 6 Feel free to print this document, but don t upload it to a web server 3

4 Now, how to do it at your institution? 5 Step Plan 1. Always send using an Service Provider (ESP) 2. Keep your templates simple 3. Make your messages as segmented and timely as possible 4. Keep your copy short and calls-to-action obvious 5. Make sure you are providing value for your users 7 Step 1: Always Use an ESP Why: Cut costs Promote efficiency Technical support Access to best practices information Ongoing feature enhancements 8 Feel free to print this document, but don t upload it to a web server 4

5 Step 1: Always Use an ESP How: Demo, demo, demo Create a requirements document Look at their pricing structure Don t be afraid to look outside of higher education 9 Step 1: Always Use an ESP 10 Feel free to print this document, but don t upload it to a web server 5

6 Step 1: Always Use an ESP How: Demo, demo, demo Create a requirements document Look at their pricing structure Don t be afraid to look outside of higher education 11 Step 2: Keep your templates simple Why: Keeps the focus on the copy and the call-to action Avoids problems with images not displaying Works across clients 12 Feel free to print this document, but don t upload it to a web server 6

7 Step 2: Keep your templates simple 13 Step 2: Keep your templates simple 14 Feel free to print this document, but don t upload it to a web server 7

8 Step 2: Keep your templates simple 15 Step 2: Keep your templates simple 16 Feel free to print this document, but don t upload it to a web server 8

9 Step 2: Keep your templates simple More Rules: Use simple tables-based HTML layouts Inline styles only Limited CSS support Always be testing 17 Step 3: Make your messages as segmented and timely as possible Smart marketing begins with smart segmentation (Jeffrey Fox, How To Become a Marketing Superstar) What matters to your audience? That s how you segment your lists. 18 Feel free to print this document, but don t upload it to a web server 9

10 Step 3: Make your messages as segmented and timely as possible Prospective Students Admissions status Year in high school Major Athletic/student activities interest Alumni Class year Profession Donor/Non-donor status Traditions during their school years 19 Step 3: Make your messages as segmented and timely as possible The specific day and time you your message isn t important. What is important is integrating the timing of your message with other events, mailings, etc 20 Feel free to print this document, but don t upload it to a web server 10

11 Step 3: Make your messages as segmented and timely as possible 21 Step 4: Keep your copy short and your calls-to-action obvious is about hitting your users over the head with a sledgehammer. It s not a time to be coy or subtle. Rethink e-newsletters Do not cut and paste a print letter into a template and expect it to work. 22 Feel free to print this document, but don t upload it to a web server 11

12 Step 4: Keep your copy short and your calls-to-action obvious 23 Step 4: Keep your copy short and your calls-to-action obvious Other Tips: Use descriptive subject lines Utilize PS Eliminate exclamation points Have one distinct call-to-action Never use visible URLS: 24 Feel free to print this document, but don t upload it to a web server 12

13 Step 5: Make sure you are providing value for your users The hardest step We re naturally selfish beings, who s first reaction is what s in it for me? What s important to your users? What can you offer them? Sometimes, showing restraint in how much you can offer value. 25 Step 5: Make sure you are providing value for your users 26 Feel free to print this document, but don t upload it to a web server 13

14 Once you ve done all that Track your results Calculate return on investment: Share your successes Offer recommendations to key stakeholders for moving forward 27 Don t forget your checklist! Sign up for as many lists as possible Re-evaluate your infrastructure. Check your template code Rethink e-newsletter efforts Do an e-communications audit 28 Feel free to print this document, but don t upload it to a web server 14

15 Homework Run an A/B split test Set benchmarks Start running monthly reports for key stakeholders Think about how you re creating value for your users 29 Got a question? We have until 2PM to answer your questions After the webinar, you can post them in the HEE forum or send them via HEE private messages to speaker s name as listed in directory. 30 Feel free to print this document, but don t upload it to a web server 15

16 Thanks Thanks for taking part in this HEE webinar! 31 Feel free to print this document, but don t upload it to a web server 16