10 email tips summit2010

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“10 Tips for Writing Better Emails” Adrienne Bartlett, Client Concierge

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Page 1: 10 Email Tips Summit2010

“10 Tips for Writing Better Emails”Adrienne Bartlett, Client Concierge

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Is email dead?

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Nope.But it has changed.

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ReasonsContent

Mom & Dad

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Social technologies like text messaging relegated to friends.

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“Remember, you’re not

their friend.” -Karlyn Morissette

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Not a catch-all solution

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“Glue”

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Less Search

More Yield?

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“Top 10”

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1Know your role.

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When to use email?

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Event invites/remindersConfirmations

SurveysNotifications

Process Updates

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Promote new (valuable) content

on your site

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2Get to the point.

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Throw Shakespeare

out the window.

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Skip the introKeep it shortSay it once

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No blocks of textDesign to skim

Bold key words?

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Exercise: What’s the point

of this email?

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Make that your 1st sentence.

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“You’re invited to attend our Open House

on October 24th.”

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Mind the scroll line.

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Which words can you delete?

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3Make the call.

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Call to action?!

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Set it offBoldLink

Center?

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4Inform your subjects.

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DescriptiveClever

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“Hook and label”Key words first

A/B test

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No spammy words DON’T SCREAM

Don’t repeat school nameDon’t merge first name

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“Don’t Miss Out”“Last Chance”

“We’re Waiting”“Check this out”

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“Open House Invitation”

“Take our campus visit survey”“Missing transcript”“Chat with us today”

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5Don’t trust the media;)

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Prospects (especially parents) often have images

disabled.

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Proceed as if the images aren’t

rendering.

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Does the message still make sense?

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Is it readable?

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How to do video...

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“Video Message from Brian Niles”

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6Easy on the html.

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Too much html :Screams“marketing”

+Hurts deliverability

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K.I.S.S.(keep it simple stupid)

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Keep the focus on the call to action

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We’re past the point of “html for

its own sake”

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How we doin’ so far?

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7Test. Test. Test.

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LinksMultiple Browsers

A/B SplitSubject Lines

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The best way to determine

frequency & timing

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Know your audience.

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8No magic day or time.

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Have a plan.

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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

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The followup should be part of

the plan.

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Flexibility

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How much is too much?

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What stage?WIIFM?

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9Court the ‘rents.

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Grad Schools:Listen Up!

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Are you collecting

email addresses?

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Inquiry CardsApplication

Campus Visits/EventsWebsite

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Lots for “current”Why not prospect?

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http://www.scu.edu/family/parent-email.cfm

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Parent Content:

Address Cost Process

Personalize Notifications

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10Segment and personalize.

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One size does NOT fit all

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Increase # of campaigns, but

decrease their size

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ParentsGuidance Counselors

“Local”Alums (for Grad Schools)

Consider Plans For:

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YIELDAnother Plan to Consider:

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Bonus tips:

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(Link to) stories

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Be a tease.

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Use the “P.S.”

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Feedback & Measurement

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Focus on testing -- They can’t argue

with results.

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It’s all about building trust.

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The future...

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You can bet we’ll be there;)

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What will you do differently?

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[email protected]

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