10 email tips summit2010

“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