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Presented to the University of Michigan Office of Research Medical School. June 19, 2014.
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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
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