10 email tips summit2010
Post on 13-May-2015
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“10 Tips for Writing Better Emails”Adrienne Bartlett, Client Concierge
Is email dead?
Nope.But it has changed.
ReasonsContent
Mom & Dad
Social technologies like text messaging relegated to friends.
“Remember, you’re not
their friend.” -Karlyn Morissette
Not a catch-all solution
“Glue”
Less Search
More Yield?
“Top 10”
1Know your role.
When to use email?
Event invites/remindersConfirmations
SurveysNotifications
Process Updates
Promote new (valuable) content
on your site
2Get to the point.
Throw Shakespeare
out the window.
Skip the introKeep it shortSay it once
No blocks of textDesign to skim
Bold key words?
Exercise: What’s the point
of this email?
Make that your 1st sentence.
“You’re invited to attend our Open House
on October 24th.”
Mind the scroll line.
Which words can you delete?
3Make the call.
Call to action?!
Set it offBoldLink
Center?
4Inform your subjects.
DescriptiveClever
“Hook and label”Key words first
A/B test
No spammy words DON’T SCREAM
Don’t repeat school nameDon’t merge first name
“Don’t Miss Out”“Last Chance”
“We’re Waiting”“Check this out”
“Open House Invitation”
“Take our campus visit survey”“Missing transcript”“Chat with us today”
5Don’t trust the media;)
Prospects (especially parents) often have images
disabled.
Proceed as if the images aren’t
rendering.
Does the message still make sense?
Is it readable?
How to do video...
“Video Message from Brian Niles”
6Easy on the html.
Too much html :Screams“marketing”
+Hurts deliverability
K.I.S.S.(keep it simple stupid)
Keep the focus on the call to action
We’re past the point of “html for
its own sake”
How we doin’ so far?
7Test. Test. Test.
LinksMultiple Browsers
A/B SplitSubject Lines
The best way to determine
frequency & timing
Know your audience.
8No magic day or time.
Have a plan.
5/21 1st Email 5/27 Plain-text followup 6/9 2nd Email6/16 Plain-text followup6/16 Link and Instructions6/19 “Day-of reminder” 6/22 Link to video and slides
Date Message Audience
Did not view/interact
Did not view/interactRegistrantsRegistrantsRegistrants
All
All
The followup should be part of
the plan.
Flexibility
How much is too much?
What stage?WIIFM?
9Court the ‘rents.
Grad Schools:Listen Up!
Are you collecting
email addresses?
Inquiry CardsApplication
Campus Visits/EventsWebsite
Lots for “current”Why not prospect?
http://www.scu.edu/family/parent-email.cfm
Parent Content:
Address Cost Process
Personalize Notifications
10Segment and personalize.
One size does NOT fit all
Increase # of campaigns, but
decrease their size
ParentsGuidance Counselors
“Local”Alums (for Grad Schools)
Consider Plans For:
YIELDAnother Plan to Consider:
Bonus tips:
(Link to) stories
Be a tease.
Use the “P.S.”
Feedback & Measurement
Focus on testing -- They can’t argue
with results.
It’s all about building trust.
The future...
You can bet we’ll be there;)
What will you do differently?
Thanks!bartlett@targetx.com
targetxconcierge
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