Email Marketing forHigher Education

Points We Will Cover

• Building the Argument• Recognizing Audiences• Establishing Brand

Recognition• Analyzing Analytics• Goals of your campaign

Key Takeaways

• Does your email campaign tie in with the rest of your efforts?

• Are you doing and tracking all the little things?

Information AboutWofford College

Building the Argument

• Cost Analysis – vs Print• Relevance to Audience• Changing Market Trends• Speed of Delivery• Segmenting Audience• Availability of Tracking and Analysis

Establishing your Audience

Prospective Students Alumni Young Alumni Donors

News SubscribersNews ServicesAthletic FansWebsite Updates

BrandingDoes design match your brand

Importance of Consistency and visual identity

Consistency is Key!

Same look and feel as Website

Promotion

List Management

• Sending targeted messages• Send time is relative• Making unsubscribe obvious

Tips for Writing Great Content

• News Releases• Weekly Newsletters• Invitations to events, solicitations• Data mining Blog Posts• Promoting Website Features• Promoting Social Media

o Videoso Social Networks

Great Content Advice

• Subject line is VITAL• Bite size chunks – Semantic

Markup• Linking to Site• Multiple Content Options• Pictures should add not

dominate• Same tips apply to good web

layout

Analytics

• Tracking Image is Loaded• Targeted messages result in higher returns• Tracking code on email campaign links

o roirevolution.com/builder – Google Analytics

• Send people to your website to track videoso Emailing videos and tracking is a bad idea

• Focus on trends and actionable items

Education Industry Rates

96.5% Delivered28.6% Open5.2% Click through rate

http://bronto.com/stats

Segmented Campaign DataWofford News Service Campaign – 17 messages

Wofford Alumni Campaign – 7 messages

Key Takeaways Revisited

• Does your email campaign tie in with the rest of your efforts?

• Are you doing and tracking all the little things?

Closing / Questionsjameskm03@gmail.com – jameskm@wofford.eduEmail Marketing Blogs• Karlyn Morissette – Web Producer at Dartmouth

http://www.karlynmorissette.com/• Bronto Blog

http://blog.bronto.com/• Campaign Monitor Blog

http://www.campaignmonitor.com/blog/ • BlogHighEd

http://bloghighed.org/