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Email Marketing for Alumni Programs and Campus Partners Suzanne Clark, Miami University Assistant Director, Electronic

Email Marketing for Alumni Programs and Campus Partners Suzanne Clark, Miami University Assistant Director, Electronic Communications & Social Media. Topics. Creating and distributing communication pieces while maintaining the integrity of our email lists ;

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Email Marketing for Alumni Programs and Campus Partners Suzanne Clark, Miami University Assistant Director, Electronic

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  1. Email Marketing for Alumni Programs and Campus Partners Suzanne Clark, Miami University Assistant Director, Electronic Communications & Social Media

  2. Topics • Creating and distributing communication pieces while maintaining the integrity of our email lists; • Providing statistics for open rates and click-through results to use for future emails; • Recommendations on best practices.

  3. Our Motivation • Departments/Areas want to send emails to alumni. • We know about your rogue databases and we won’t help you build them! • We will help you communicate with them by sending the information for you. • We want to keep good relationships with our campus partners • Good customer service for our Internal partners • Alumni and Development Offices

  4. Getting started • Email usage policy • Email procedures • Email request forms • Or contact us!

  5. Meeting with our partners • Partners within and outside of our division • We have lots of great ideas! • We will help as much as we can! • They have lots of choices!

  6. Email details • Who will the email be sent from (name and email)? • Who will be the point person for the project, providing final approval? • Who do you want to receive the email?

  7. Distribution Lists • Alumni audience should be as specific as possible • Additional emails can be included

  8. Design • Provide a simple email template matching their web presence • Newsletters can be within or linked from the email

  9. Content • All content (text and images) due five business days prior to sending • Text should be minimal, linking to full details online. • Images should be relevant.

  10. Webliquidthinking:returns

  11. Personalization • Tokens • Role-based text Tied directly to individual record: • Forward to a friend • Unsubscribe footer

  12. Approval Process • One point person • Unlimited changes to content • Email is not sent without final approval in writing

  13. Best Practices • Subjects: no more than 40 characters • The top 400 pixels-most important content • Top image no more than 120 pixels high. • Keep number/size of images within email to a minimum. • Evaluate the day/time with the best open rate

  14. Subjects Matter! • Entice people to open the email • Should be relevant • Subjects should have a verb

  15. Subject Line Do’s & Don’ts DO • Reference location • Use questions • Be brief • Convey Urgency • Make “from” clear • Be specific • Include call to action DON’T • Use special characters (%, #, *, etc.) • Include numbers • Use all caps • Include first name • Ask for help

  16. Internal Responsibilities • Schedule communications thoughtfully • Develop publications calendar • Provide follow-up using statistics • Integrate with social media • Consider mobile readers • Final review checklist

  17. Checklist • From Line – How people recognize you. • ‰Subject Line – Gets your email opened. • ‰Preheader text (Secondary Subject Line) • ‰Image Alt Text • ‰Balance of Images & Text – 80/20 rule • ‰Copy –Break up into small chunks • ‰CTAs (Calls to Action) • ‰Length – Start short and link to website • ‰TOC – Use a Table of Contents

  18. Checklist (continued) • ‰Scanability – Bullets, short chunks of copy, headlines and subheads. • ‰Links – Lead readers to more content • ‰Text links vs. Button Links • ‰Forward to a Friend Links • ‰Social Media “Badges” and Links • ‰Social Sharing • ‰Facebook Like Button • ‰Check Links • ‰Proof Read • ‰Preview In Multiple Email Readers

  19. Offer Additional Options • Is email the best option? • Using role-based text on other emails • Inclusion in the monthly enewsletter • Social media

  20. Followup with Email Stats • Messages Sent • Message Kickbacks • Delivery Rate • Message Opens • Clicks • Unique Clicks • Unique Click Rate • Link Clicks within email • Unique Link Clicks within email

  21. Email Statistics Reports • Sent monthly to UA Staff • Overview of email reporting • Includes all online activity reporting

  22. Why provide this information? • Provide monthly and yearly comparison of activity • See what works and what doesn’t work • Provides support for our recommendations

  23. Why this is important to all advancement staff • Alumni Office • Development Staff • Advancement Services • Communication

  24. What is needed to gather details for spreadsheet • Email marketing report • Reconciliation reports for Events, Memberships and Donations • Member / Site Statistics • Google Analytics dashboard • Social Networking totals • Facebook Page Insights

  25. Questions? Contact me at 513/529-6024 Or suzanne.clark@miamioh.edu

  26. Resources • MU Advancement Services Email Usage Policy • MU Advancement Services Email Request Procedures • MU Advancement Email Request Form

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