The Email & SMS Juggernaut

Presented by: Karyn Strybos

“To effectively communicate, we must realize that we are all different in the way we perceive the world and use this

understanding as a guide to our communication with others.”

Tony Robbins

WelcomeKaryn

Master of Enthusiasm

karyn@everlytic.com

Passionate marketer who thrives in an innovative, creative, and forward thinking environment.

14 years experience in the Marketing industry.

I am obsessed with driving the best results and having fun while doing so!

Karyn Strybos

Communication Channels

The Journey of Communication

1448

1775

Printing Press

Letters / postman

1964

Fax

1844

Telegraph

1876

Telephone

1913

Radio

1927

TV

1972

Email

1973

Cellphone

1990

www

1994

Blogging

1997

Social Media

2004

Facebook

2009

WhatsApp

So Many PlatformsPick the right platform for your audience

Push > 18 - 34

Email > 18+

SMS > 18+

Chat > 18 - 35

Social > 18 - 35

Voice > 18+

Messaging Apps

Whatsapp

WeChat

Facebook

Messenger

Email

Protects Users’

Privacy

Social

Facebook

Instagram

Micro Communities on Dark Social

47 Years Old

26 Years Old

Salesforce State of Marketing

60%

Too Many Direct Marketing & Sales Calls

50%

Too Many Direct Marketing & Sales

Emails

46%

Irrelevant Content Push

Future of Commerce – Behaviours that bother consumers the most (Global Averages)

People Have Changed

GuidesThought Leadership

WebinarsE-Books

Case Studies

Open DaysTestimonials /

Alumni Thoughts

Thought leadershipBlogs

SurveysCross selling

Upselling

Consideration Decision Retention

B H2

Contact Feedback

Q&A

Service

Email

Highest ROI 27,39% 3,12% 74,4%

For every R1 spent, the average return is R40

Average Open Rates in Education

Average Click-Through-Rates in Education

A Universities Engagement Rate

Email Performs

Globally mobile email will account for 22 to 77% of email opens, depending on your target audience, product and email type.

eMailmonday– “the Ultimate mobile email stats” (2018)Everlytic Benchmarks Report 2017

28,10%

Emails OpenedOn Mobile in South

Africa

Responsive

74% 5,7%

Marketers Said to Receive More Engagement

Higher Open Rates With Personalised Messages

Econsultancy / Statista / DMA Global Research

760%

Increase in Email Revenue From

Segmented Campaigns

Personalised

Interactive

Interactive

• Live content – weather reports

• Videos

• Menus selection

Google AMP (Accelerated Mobile Pages Project)

Booking.com

Google AMP

Doodle

SMS

The Real Value of SMS

You can receive an SMS wherever you are, no matter what

Increase Open Rates

Personalisation&

Dynamic Attachments

Reach your contacts anywhere

Link in SMS leads to a detailed landing page

61,30%

Tsogo SunsNew Reach

Enhanced Communications

What Are Others Doing?

How Universities are Using SMS

Total Clicks

8.7%

Replies

0.7%

Social MediaNYU

• Social Media Directory & Resources• Interest based Facebook groups

“Managing social media in higher education is a unique challenge. Taking advantage of social media as another communications channel is a sure way of reaching a good chunk of your audience as a university.”

Adjust Communication By Social Media Platform

Demographic information for various social media networks into network usage for 18–29 year-old adults, we see:

“If college students mostly use Facebook to connect with their family and Snapchat to talk to friends, you’d likely choose Snapchat for your next student takeover.”

91%

use YouTube

81%

use Facebook

68%

use Snapchat

64%

use Instagram

Storytellingis Key

Have fun with stories

Share campus news

Conduct a student takeover

Introduce your audience to local attractions

Share important research achievements

Milpark Education Newsletter

35.2%

Opened

3.7%

Clicked

0.2%

Unsubscribed

Milpark Annual Survey

27.9%

Opened

11.1%

Clicked

0.1%

Unsubscribed

UCT

53.5%

Opened

6.8%

Clicked

0.1%

Unsubscribed

IMM Graduate School

50.6%

Opened

4.3%

Clicked

0%

Unsubscribed

University of Cambridge

University of Cambridge

Subject Line:

Thank you for your interest in the Cambridge CISL online short course.

20% growth in student numbers

in 2016

The IIE needed to timeously and effectively communicate to prospective students using email and SMS, with the goal of converting them from prospective leads to applicants and then to registered students.

IIE –Lead Nurturing

Student Sale Stage

Lead status set as new

Consultation with student advisor completed

Application payment is pending

Application payment is paid

Upon conditional Registration

306 000Emails

2.5 MillionSMSs

Drip Campaign

Send Message “A” to new contacts in this stage

Send Message “B” to new contacts in this stage

Send Message “C” to new contacts in this stage

Send Message “D” to new contacts in this stage

Send Message “E” to new contacts in this stage

Email and SMS are typically used more for lead nurturing, cross-selling, and customer loyalty, rather than new business acquisition.

Everlytic 3.0

Coming soon in 2019 ->

The Subscriber

Push

Email SMS

Chat

Social

Voice

Questions

Thank you

From opt-out, to opt-in

Gain consent for each distinct purpose

Rigorous security requirements for hosting personal information overseas

The right to be forgotten - Make it easy to update or delete personal information