Mallrats, Mythbusting, and the March Madness of Email Marketing: HigherEdWeb Michigan, June 2014
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Transcript of Mallrats, Mythbusting, and the March Madness of Email Marketing: HigherEdWeb Michigan, June 2014
Melissa Cox, MSIAssociate Director, Office of University Development, University of Michigan
Higher Ed Web Michigan | May 23, 2014 | Ann ArborMallrats, Mythbusting, and the March Madness of Email Marketing
and the
,
of Email Marketing
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"An email is like a retail store window; it needs to reveal just enough to compel viewers to enter the store"
~ Lisa Harmon, principal of Smith-Harmon
Yeahhhhh- we’re gonna need you to go ahead and send an email.
● it’s free● it’s faster, easier,
cheaper, and requires less planning than print
How do I compare?Hint: size matters
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Every mass communication is an invitation to unsubscribe- give them a reason not to click that button
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Version A Version B
90%5%5%
deploy & wait 24 hours
The winner
common types of A/B Tests:● subject line● sender name● copy inside the email● photo selection
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● what is your call to action?
● limit calls to action● go ahead, be a
tease● find your squirrel
what would you stop your day to read or share with others?
@melissax_umich