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Agenda

Why Do Email Marketing for Continuing Education? Big Picture: How Does It Work? How to Build Your Database How to Execute Your Email Campaigns For Big Results. Agenda. Cost-effective way to: Keep in touch with current students (Satisfaction, Retention, Re-Enrolling, Referral)

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Agenda

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  1. Why Do Email Marketing for Continuing Education? • Big Picture: How Does It Work? • How to Build Your Database • How to Execute Your Email Campaigns For Big Results • Agenda

  2. Cost-effective way to: • Keep in touch with current students (Satisfaction, Retention, Re-Enrolling, Referral) • Keep in touch with past students (Re-Enrolling, Referral) • Keep in touch with prospective students(Sale Closing) • Why Do Email Marketing for Continuing Education?

  3. Email Marketing Enrollment Advantages: • Cost per prospective student: 50% the cost of most ONLINE marketing. 30% the cost of TRADITIONAL marketing • Prospective student inquiries convert into enrollments 30% HIGHER • Why Do Email Marketing for Continuing Education?

  4. New Students Are Virtually Limitless With Email • Why Do Email Marketing for Continuing Education? Direct Marketing Association Study*:Email Marketing Return on Investment is $57.25 per $1 spent. *“The Power of Direct Marketing” Study, Released by Direct Marketing Association November 2006

  5. Dramatically Boost Enrollments For Less. • Why Do Email Marketing for Continuing Education? *“The Power of Direct Marketing” Study, Released by Direct Marketing Association November 2006

  6. Big Picture: How Does It Work? Build A Database Admissions Current & Past Students Web Forms Internet Marketing Lead Generation Firms Monthly Newsletter With Calls To Action General Updates Financial Aid/Grants Student Stories Sequenced Email Campaigns With Calls To Action Start Dates Deadlines License Renewal Deadlines Lead Date (5, 10, 30, 60, 90 days after opt-in) Landing Page Landing Page Lead Form Apply Online 1-800-Call Tracking Relevant Information

  7. Lead & Enrollment Follow-Up • Big Picture: How Does It Work? And/Or Email Phone Definitive Cost Per Enrollment = Low Cost Per Enrollment

  8. Database Newly Enrolled Students = • How to Build Your Marketing Database =

  9. Admissions Current & Past Students Lead Generation Firms • How to Build Your Marketing Database Traditional Newsletters INTERNET MARKETING Web Forms

  10. Admissions Lead Generation Firms Current & Past Students • How to Build Your Marketing Database Central Email Databasee.g. Perfect Pass Traditional Newsletters INTERNET MARKETING Web Forms

  11. Admissions • How to Build Your Marketing Database All Interested Students In-Bound Calls & Emails Career/College Fairs Open House Forms Reply-To Mail Referrals Traditional Marketing Inquiries Central Email Database

  12. Current & Past Students • How to Build Your Marketing Database Current Students & Alumni Current Students (Retention, Satisfaction, Re-Enroll) Past Students (Re-Enroll, License Renewals, Career Advancement) Central Email Database

  13. Traditional Newsletters • How to Build Your Marketing Database All Mail Subscribers Insert Asking for Email Address & Interests Email Subscribe Through Free Mail or Go to Website Form Central Email Database

  14. Web Forms & Calls To Action • How to Build Your Marketing Database Utilize Existing Web-Traffic Please Calls to Action Prominently on Top of Web Site Drive People To Web Forms Get New Student Inquiries Central Email Database

  15. Lead Generation Firms • How to Build Your Marketing Database Get Targeted & Qualified Students Specify geo-targets, desired information & interest More refined targets = higher cost per lead More information = higher cost per lead Central Email Database

  16. Internet Marketing • How to Build Your Marketing Database Get Targeted & Qualified Visitors Internet Video Search Engine Optimization / Online PR Pay Per Click Marketing Video Marketing Website & Lead Forms Central Email Database

  17. Internet Marketing Pay-Per-Click Results • How to Build Your Marketing Database Organic Results Search Engine Visitor = Students in “Hunt” Mode For Your Courses & Degrees

  18. How to Build Your Marketing Database Internet Marketing: Convert Visitors to Leads & Students • Fathom SEO developed landing page performs 206%better than the industry average. • – From Forrester Research and Practical E-Commerce Reports* *The average e-commerce conversion rate - that is the ratio of orders to overall landing page visits - is 2.9%.” - Forrester Research, August 2007The average conversion rate for generating leads, rather than sales, from a landing page is 5% to 6%” – Practical Ecommerce, July 2007

  19. How to Build Your Marketing Database Central Email Database Build A Central Email Database From All Sources WITH Internet Marketing Leading The Way.

  20. How to Execute Your Email Campaigns For Big Results

  21. How to Execute Your Email Campaigns For Big Results Bad Layout Better Layout Best Layout

  22. How to Execute Your Email Campaigns For Big Results Which Email Campaign Did Better? A B

  23. How to Execute Your Email Campaigns For Big Results Which Email Campaign Did Better? A B Email B Got 209% MORE Leads, sending to 20% LESS email addresses.

  24. How to Execute Your Email Campaigns For Big Results Case Study: Auburn University • Email Past Students • Send Before License Renewal Deadline • 45% Click-Through Rate • Numerous Phone Calls • Numerous Inquiries • Students Enroll Online

  25. How to Execute Your Email Campaigns For Big Results Message Rendering Tests

  26. How to Execute Your Email Campaigns For Big Results Click-Though Rate Protection

  27. How to Execute Your Email Campaigns For Big Results All Email Message Designs Must Have Capital F layout Top of ad must contain text – not just graphics Image blocking accounted for in design No text in images – 95% of the time. Message designed for top 3 inches Calls to action on top, middle, bottom Calls to action should favor left side of ad W3C Coding Rendering tests across all ISP’s Less text = more leads Great headlines with call to action(Most people just read the headlines) Hyperlinks sprinkled in ad copy with relevant landing pages. CTR link protection To Get The Most Return, Use Message Design Best Practices

  28. How to Execute Your Email Campaigns For Big Results • Repeat Same Message, Multiple Times & Multiply Your Return. Television, Print & Radio: Email Marketing: • Repeat Same Message, Multiple Times & YOU ARE A SPAMMER!

  29. Email Marketing Is A Dialogue – Not an Ad. What Happens When Your Subscribers Think You Are A Spammer? They stop opening your emails. They don’t click on links to go to your landing page. They don’t fill out lead forms. You lose enrollments. They mark your next email as spam. Your inbox delivery goes from this: To this:

  30. How to Execute Your Email Campaigns For Big Results Do • Have new graphics in almost email messages to the same people.(From a best practices stand point, after 6 months it is OK to reuse an image) • Have a thought out plan for messages to so you are not sending two back to back emails with the same basic message. • If you need to send to similar emails back to back (e.g. Tuition Lock or New Year’s Resolution), make sure the headlines, images, ad layout and ad copy are all very different. • Have as relevant as possible a landing page to what someone is clicking on. • Have calls to action such as “Contact Us Today” & “Learn More” in top 3 inches of the email. • Dynamically insert the person’s name into the email campaign. Don’t • Repeat the same benefits of the school over and over from one message to the next. • Reuse the same images or message layout over and over again. • Have headlines that read like a print ad or TV commercial – that is offensive through email. • Over use branding tag lines, imagery & messages. Work them into the message subtly.

  31. How to Execute Your Email Campaigns For Big Results How does content-based spam filtering work? 1. Anti-spam software looks at your ad copy for words and other stuff spammers use.(colors, code, images, etc.) 2. You get a certain amount of points for every spam-looking violation. 3. Get enough points and your message gets spam blocked.

  32. Content-Based Spam Filtering How do you avoid content-based spam filters? Don’t • Use the word “free,” instead use complimentary • Use excessive punctuation (???, !!!, etc.) • Use expression marks • Use the words “click here” • Have words in “ALL CAPS” • Have messages that are near 100% images • Send emails with attachments • Change professional copy unless really necessary…why? • They should test all copy for latest changes in spam filtering. • Words come up and drop off of spam “watch” lists daily. • The only way to know spam words/phrases is by testing. To get into the inbox, have your copy comply with the above.

  33. How to Execute Your Email Campaigns For Big Results • Financial aid/grant focused email (70%+ of copy) give 2X the response rate.Should be done 4X per year. • Having many hyper-links in ad copy boosts click-through rate and lead totals. • Degree options email with links to each “field” or many “specific degrees” do above average. • Working video into the email gives 30% more leads than average. • Online emails focused on “busy people” and “online higher education” do well. • Tuition lock emails do about 20% better than average. • New Year’s emails do about 50% above average. • Emails that let people know what a day is like at the university do well. • Give added value in emails (10 to 30% of content) could be fun an educational. (Great for Academy and Culinary schools) • Income statistics improve results. Implementing the simple ideas above = better results.

  34. How to Execute Your Email Campaigns For Big Results Create concept based on analysis of past performance & recent messages sent. Design message based on analysis of past statistics. Write copy for email template. Program copy into email template & select landing pages. Run message rendering tests across all major ISP’s & platforms. Run delivery tests across major ISP’s and platforms. Submit creative for approval. Make MINIMAL changes. Send final test for review. Send out the campaign. Follow Email Marketing Best Practices And Get More Students!

  35. Summary Slide • Dramatically Boost Enrollments For Less With Email Marketing. • Email Marketing Gives A Definitive & Low Cost Per Enrollment. • Build A Central Email Database From All Sources WITH Internet Marketing Leading The Way. • Follow Email Marketing Best Practices & Get More Students.

  36. Thank You Questions? • Contact Patricia Thibault at 330-821-8350PBalchunas@fathomseo.comVISIT US AT WWW.FATHOMSEO.COM

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