Melissa Cox, MSIAssociate Director, Office of University Development, University of Michigan

Office of Research | June 19, 2014 | Ann ArborMallrats, Mythbusting, and the March Madness of Email Marketing

and the

,

of Email Marketing

Intro

● Strategic Partners in eCommunications & Solutions (SPECS)○ deploy 350+ emails a year

(external & internal)○ online giving○ crowdfunding

Things I’ll Cover Today

● how emails are like shopping malls: be a tease● why the boss isn’t always right● myth-busters: email edition● why size matters● preparing for an email● event communication strategy● photo selection● A/B testing: the March Madness of Email Marketing● examples● on track or derailed?

Go Ahead, Be a Tease

"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

The Boss Isn’t Always Right

Yeahhhhh- we’re gonna need you to go ahead and send an email.

Mythbusters: Email Edition

● it’s free● it’s faster, easier,

cheaper, and requires less planning than print

Metrics & Benchmarking

How do I compare?Hint: size matters

Tips: Preparing for an Email

● what is my overall communication plan?○ print/email/social media

○ save the date, invitation, reminder(s), thank-you

● how does this advance my overall communication strategy?

● how will i know this is a success?● who is my audience?

students (prospective or current)? alumni? parents? faculty?

● what is your call to action?

Beware

Every mass communication is an invitation to unsubscribe- give them a reason not to click that button

Event Communication Strategy

● same prep & planning applies to events● types of emails:

○ Save the Date (be a tease!)○ Invitation (with RSVP link)○ Reminder (prior to RSVP deadline)○ Thank You (post-event recap)

● watch out for:○ thank all invitees, not just attendees○ all 4 emails need different content

Photo Selection Considerations

● human faces perform better than buildings

● group shots not ideal for thumbnail-sized spaces

● confirm you have legal rights to use the image

● consider using your constituent’s Flickr photos as a stewardship opportunity

Is There Ever a Good Time?

● Consider the audience○ professionals: mornings are

best (aim between 9-11am)● Best Days

○ Tues, Wed, Thurs○ avoid Mondays & Fridays

● Consider prevalence of mobile● Consider time zones (is the west

coast still sleeping?)

Social Media Icons

A/B Test: the March Madness of Marketing

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

Example: Solicitation

Ford School Solicitation Email

● unit signature banner follows U-M style guide

● image is a student and identified with a caption

● copy is succinct● clear call to action with

maize “Be a Victor Today” button to donate

Examples: Internal Emails

● In the Know● mural.ly

● eCareers ● Event Invitations

Markers of Successful Projects

● the team has done it before● part of a comprehensive

communication plan● known call to action● understand how to measure success● concept known 2-3 months prior● recipient data is known● recipients are specifically targeted

to the message● approvers are identified and have

carved out time to approve it● content is approved before IT starts

coding

Markers of Less Successful Projects

● a director/supervisor comes up with the idea out of the blue

● when your recipient list is “all my alumni/friends”

● when the primary goal is to reduce time/ cost

● not being available to execute the project

Final Thoughts

● 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?

Q&A

@melissax_umich

melissax@umich.edu