Tips and Tricks to Make Your

Email Marketing Program

Thrive

Brian Weed

Senior Digital Strategist

CHI Health

MTB-1250 – IBM Amplify 2016 Conference

Who is

this guy?

CHI Health

Tips + Tricks

• Mix hard and soft sell content

• Use all the features!

• Embed animation

• Headlines

• Infographics + printables

• Define goals

• Be mobile friendly

• Build your email list

Hard Sell vs. Soft Sell

Automated Programs

Dynamic Content

Personalization

Subject line:

Michelle: Important

information for your

health

Opens43%

Clicks 5.5%

Use Animation

Don’t Underestimate Importance of

Content

• Content

• Images

• Headlines

– “# of ways to XYZ” – recipe for winning

headlines

• Infographics / printables

Headlines That Work

2501

2635

2875

6226

0 1000 2000 3000 4000 5000 6000 7000

Six Habits to Take to Heart

Is it the Fountain of Youth

Why You Should Walk Like aPenguin

10 Ways to CRUSH your Cravings

Tota

l Clic

ks

Headlines That Work

Headlines That Work

2501

2635

2875

6226

0 1000 2000 3000 4000 5000 6000 7000

Six Habits to Take to Heart

Is it the Fountain of Youth

Why You Should Walk Like aPenguin

10 Ways to CRUSH your Cravings

Tota

l Clic

ks

Headlines That Work

Headlines That Work

2501

2635

2875

6226

0 1000 2000 3000 4000 5000 6000 7000

Six Habits to Take to Heart

Is it the Fountain of Youth

Why You Should Walk Like aPenguin

10 Ways to CRUSH your Cravings

Tota

l Clic

ks

Headlines That Work

Headlines That Work

2501

2635

2875

6226

0 1000 2000 3000 4000 5000 6000 7000

Six Habits to Take to Heart

Is it the Fountain of Youth

Why You Should Walk Like aPenguin

10 Ways to CRUSH your Cravings

Tota

l Clic

ks

Headlines That Work

Infographics

Infographics

Printables – What a Hoot!

Define Goals

• What do you want people to do?

– Call to Action (CTA)

• How will you measure success?

– Conversions on your site, opens, click

throughs

Features to Use

• Mobile-responsive

templates

• Tracking (open

rates and click-

through rates)

• A/B testing

• Auto responders

• Spam check

Consider Email Nuances

• Protected Health

Information (PHI)

• Subject lines

• CTAs

• Test, test, test

and then test again

Be Mobile FriendlyClient %

Apple iPhone 29%

Apple iPad 13%

Outlook 12%

Gmail 11%

Google Android 9%

Web version 8%

Apple Mail 6%

Yahoo! Mail 3%

Outlook.com 3%

Windows Live Mail 3%

Other 3%

Windows Mail 1%

Thunderbird 1%

Mobile52%

Desktop24%

Webmail24%

Build Your Email List

• Electronic medical

records

• Point of service/front

desk

• Events/registrations

• HR/employees

• Form on website

Tips + Tricks Wrap-up

• Mix hard and soft sell content

• Use all the features!

• Embed animation

• Headlines

• Infographics + printables

• Define goals

• Be mobile friendly

• Build your email list

Questions

Contact

Brian Weed

Senior Digital Strategist

CHI Health

brian.weed@alegent.org