The Benefits of Email Marketing for Continuing Education
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Transcript of The Benefits of Email Marketing for Continuing Education
DISCOVERING THE
BENEFITS OF EMAIL MARKETING
PART OF THE MARKETING SERIES
THE BIG PICTURE
It’s All About Email
• Digital Marketing is Ubiquitous– Email, Social, Hyperlocal, etc.
• Email is the New Email– Most familiar and widely understood
• 91% of consumers check their email at least once a day (Google Insights).
– New study data providing new best practices
• Email = Highest ROI in Digital Marketing– 82% of consumers open emails marketing
products or services (Litmus).
The Benefits of Email
• Reduced time and effort • Real-time message• Personalized Message – Your
Contacts• Segment user and customer
database information• More frequent
communications
WHERE DOYOU START?
The Email Recipe
• A Product or Service• Email List• Email Client
– Constant Contact– Vertical Response– Mail Chimp – free for first 2000
person list• Copywriter• Data Analyst
Quick-Start Checklist
Use a 6 to 10 Word Subject Line = Subject lines fewer than 10 characters long had an open rate of 58% - Adestra Report
• 64% of people say they open an email because of the subject line Keep messages brief – 3 to 4 paragraphs ideal Link back to your website – your domain or ed2go site Email same time of the month – or find a schedule that works for your group Always provide an “unsubscribe” option – refer to CAN-SPAM laws for
additional information Track the effectiveness /results Update email add new ones and delete unsubs or stale addresses Use HTML format – graphics and room for creativity Create demo groups in email list – send messages accordingly Send 2-3 reminders to students in upcoming session or course
WHAT EMAILSHOULD YOU SEND?
Email Ideas• Newsletter
– Most Popular - Formatted w/Columns like Newspaper
– Send Periodically (weekly/monthly)• Promotional Email
– Focus on Single Product/Single Product Group– Action Driven – Time Sensitive– Some, not all Details in Message – Inspire Click-
through• Event Invite
– Date Driven/Event– Create Series of Emails for Ramp-Up
• Announcement/Greeting– Seasonal Greeting/Birthday– Press Releases– Relationship Building
Email Benchmarks
• Open rate ~ 20%• Click through rate ~ 20%• Unsubscribe rate – <1%• Bounce-back/un-deliverables – <1%
GET STARTED
Create Your Plan
• Aggregate Data• Student Email Addresses• Local Markets/Interests• Use Email Clients to
Craft Messages• Contact ed2go AMs for
Email Templates• Create Test Strategy• Analyze Data, Update,
Repeat
QUESTIONS?
Download the presentation by visiting
www.slideshare.net/ed2go