mass email best practices
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Mass Email Best Practices. Includes:. Invitations. Newsletters. Alerts. Mass Email Best Practices. Overview. Branding makes your message trusted. Brevity gets your message read. Technical proficiency assures your message arrives intact. Branding is a Matter of Trust. - PowerPoint PPT PresentationTRANSCRIPT
Mass Email Best Practices
Includes:
• Invitations
• Newsletters
• Alerts
Mass Email Best Practices
• Branding makes your message trusted.
• Brevity gets your message read.
• Technical proficiency assures your message arrives intact.
Overview
Branding is a Matter of Trust.
• Difficult to establish.• Important to defend.
A Shared Relationship
• University’s reputation confers respect on your organization.
• What you do, in turn, reflects back on the University and shapes its image.
• Your communication is the University’s communication.
With this in Mind…
Resist the Impulse to be Creative With Logos
Don’t Mix it Up with New Colors.
Familiarmessagebecomesconfusing
Changing the brand dilutes the message.
Be brief.
Take a hard look at the wordsin your message.
Mass Email Best Practices
Your clients are word weary.
The number of new and unread messages was 300% higher in 2010 than it was in 2006. (Useit.com)
Most newsletters go unread.
23%
77%
Average: 23% readership 4 Years ago
ReadersNon-Readers
(It’s down to 19% today.)
The clock is ticking as soon as the newsletter is opened….
Users spendan averageof only51 seconds reading.
How Does That Look in the Case of a Real Newsletter?
Here’s an 818-wordnewsletter.
It starts here.
And goeson…
Andon …
And finally ends here.
How Much of That is Read?
Average Stopping Point Is on the first page.
How muchwas read?
“Newsletters must be designed to facilitate scanning.”
- Nielsen Norman Group Report
Easy to Scan
The LinkOffice of
Development and Alumni Relations
Another one
Comet Families
Student Affairs
Designed with same principles in mind
Technical Proficiency
Ensure That Your Message Arrives Intact
Mass Email Best Practices
Intended Message
Mass Email Best Practices
ISPs Block Images by Default• Will your message survive?• What happens when your message is
forwarded?• Big images slow to download on most
mobile platforms• Images are not searchable• Plain text is not a bad thing!
Mass Email Best Practices
Different Platforms• Are you looking at anything besides
Outlook?
From CampaignMonitor.com statistics compiled June 2011
Mass Email Best Practices
Different PlatformsShare Email Client
28% Outlook
16% iOS Devices (iPhone, iPad, and iPod Touch)
12% Hotmail
11% Apple Mail
10% Yahoo! Mail
7% Gmail
2% Windows Mail
2% Android
1% AOL
1% Thunderbird
Mass Email Best Practices
What Year Is It?
1997 Wants Its HTML Back!
Mass Email Best Practices
HTML for email vs. HTML for Web• Old 1990s HTML• Email is not friendly to images• Narrower publication width• Cannot change after distribution
Mass Email Best Practices
Tools• HTML email• List servers• UT Dallas has two• Constant Contact, Emma, etc.
• DON’T USE desktop email to send mass emails
Mass Email Best Practices
New Process• utdallas.edu/evites/checklist• Send it to
[email protected]• Communications needs three business
days quality testing time
Mass Email Best Practices
In Summary• Brand mass email UT Dallas• Keep it brief• Be careful with images• Use a list server• Involve Communications early