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?

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