2
• Cross-channel marketing
• Personalization
• Marketing Automation
Introducing: [Email] Marketing at Ohio State
The ABCs of Cross-Channel Marketing for Colleges and Universities
#MarketingUnited@elaineyav
Decentralized model
CAN-SPAM violations
No list hygiene
Inconsistent branding
Minimal segmentation
Limited analytics
What I found… Where we’re going...
3
Roadmap: Email Marketing & Marketing Automation
#MarketingUnited@elaineyav
Establish••Identify benchmarks and begin selective testing••Onboard new Email/Marketing Automation tool••Audit subscription management & optimize preference center••Create list hygiene strategy••Standardize process for building, requesting, sending and reporting••Integration/connections with other channels to drive strategy/success
Build••Continue testing••Focus on segmentation strategy; behavioral personas••Develop and begin implementation of marketing automation and triggered email strategy
Innovate••Continuous testing••Identify opportunities to growand innovate program
FY17
FY18
FY19+
The ABCs of Cross-Channel Marketing for Colleges and Universities
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How we’re stepping into Marketing Automation
The ABCs of Cross-Channel Marketing for Colleges and Universities
#MarketingUnited@elaineyav
Message••Personalized
content
••Channel (email, social, direct mail, web, etc.)
Person••All about the
individual
••Think 1:1 communication rather than marketing “blasts”
Time••Based on recipient’s
actions, not our schedule
••Agile, timely, instant
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What can we learn from retailers?
#MarketingUnited@elaineyav
Because I bought something, I might
also like…
It’s time to buy more of what I bought before!
I put something in my cart but didn’t
complete my purchase.
The ABCs of Cross-Channel Marketing for Colleges and Universities