email communications a guide to achieving higher impact n.
Download
Skip this Video
Loading SlideShow in 5 Seconds..
Email Communications: A Guide to Achieving Higher Impact PowerPoint Presentation
Download Presentation
Email Communications: A Guide to Achieving Higher Impact

Loading in 2 Seconds...

play fullscreen
1 / 38

Email Communications: A Guide to Achieving Higher Impact - PowerPoint PPT Presentation


  • 79 Views
  • Uploaded on

Email Communications: A Guide to Achieving Higher Impact. Annual Educational Conference State University of New York Council for University Advancement June 15, 2006. Remember 8 tips about the Internet…. People are impatient People are impatient People are impatient People are impatient

loader
I am the owner, or an agent authorized to act on behalf of the owner, of the copyrighted work described.
capcha
Download Presentation

PowerPoint Slideshow about 'Email Communications: A Guide to Achieving Higher Impact' - irma


An Image/Link below is provided (as is) to download presentation

Download Policy: Content on the Website is provided to you AS IS for your information and personal use and may not be sold / licensed / shared on other websites without getting consent from its author.While downloading, if for some reason you are not able to download a presentation, the publisher may have deleted the file from their server.


- - - - - - - - - - - - - - - - - - - - - - - - - - E N D - - - - - - - - - - - - - - - - - - - - - - - - - -
Presentation Transcript
email communications a guide to achieving higher impact

Email Communications:A Guide to Achieving Higher Impact

Annual Educational Conference

State University of New York

Council for University Advancement

June 15, 2006

Bob Johnson Consulting, LLC

remember 8 tips about the internet
Remember 8 tips about the Internet…
  • People are impatient
  • People are impatient
  • People are impatient
  • People are impatient
  • People are impatient
  • People are impatient
  • People are impatient
  • People are impatient

Bob Johnson Consulting, LLC

we know this about internet readers

We know this about Internet readers…

People scan first, read afterwards…

They are very impatient…

You have to capture their attention immediately

Bob Johnson Consulting, LLC

impatience demands brevity
Impatience demands brevity….
  • “Whenever I find myself growing grim about the mouth; whenever it is a damp, drizzly November in my soul; whenever I find myself involuntarily pausing before coffin warehouses, and bringing up the rear of every funeral I meet; and especially whenever my hypos get such an upper hand of me, that it requires a strong moral principle to prevent me from deliberately stepping into the street, and methodically knocking people's hats off- then, I account it high time to get to sea as soon as I can.”
  • I must go to sea when:
  • – I'm depressed or melancholy
  • – I stop in front of coffin warehouses
  • – I follow funerals
  • – I have a powerful urge to knock people's hats off
  • With thanks to Brian Niles, TargetX

Bob Johnson Consulting, LLC

the marketing power of email
The marketing power of email…
  • Email is person-to-person contact that establishes & maintains relationships
    • It creates a circle from your website to your audience and back to your website if content is of interest
  • People thus engaged are more likely to take the “desired action step” at the appropriate time

Bob Johnson Consulting, LLC

today email is still very popular

Today, email is still very popular…

90 percent of Internet users are email users…

Communicating effectively is essential

Bob Johnson Consulting, LLC

rss as an alternative to email

RSS as an alternative to email…

Less than 10 percent of Internet users subscribe to RSS information feeds…

RSS isn’t replacing email anytime soon…

Each will have a role in the communication mix

Bob Johnson Consulting, LLC

8 practical tips for email set up

8 Practical Tips for Email Set Up

Bob Johnson Consulting, LLC

practical email set up tip

Practical email set up tip…

For in-house list, use your brand name in the subject…

You want instant recognition in the mailbox

Bob Johnson Consulting, LLC

practical email set up tip1

Practical email set up tip…

For a purchased list, try to use the name to which the recipient gave permission…

The recipient might recognize that name

Bob Johnson Consulting, LLC

practical email set up tip2

Practical email set up tip…

Make sure email links are clickable…

The last thing you should do before sending…

Don’t ever skip this step

Bob Johnson Consulting, LLC

practical email set up tip3

Practical email set up tip…

Make the “Opt-out” method clear…

At the end of your email

Bob Johnson Consulting, LLC

practical email set up tip4

Practical email set up tip…

Key text message in no more than 5-6 lines…

Bullet points for critical points from subject line…

Review the subject line after writing the message

Bob Johnson Consulting, LLC

practical email set up tip5

Practical email set up tip…

Remember the preview window…

Nearly 50% of people with a window use it to decide whether or not to open an email…

This makes the first sentence critical

Bob Johnson Consulting, LLC

practical email set up tip6

Practical email set up tip…

Give people a choice between HTML and plain text…

Remain wary of images and rich media…

Don’t distract people from your main message

Bob Johnson Consulting, LLC

html in newsletter and email
HTML in newsletter and email…

Bob Johnson Consulting, LLC

slide17

88% Higher Click-through

Bob Johnson Consulting, LLC

how long should it be

How long should it be?

No fixed answer…

Can be four typed pages in a Word document…

Can be a single page…

Should be more than headlines and links to a website

Bob Johnson Consulting, LLC

create an email newsletter strategy

Create an email newsletter strategy…

Don’t do a newsletter “just because”…

Have reasonable expectations…

Stay in touch with your audience…

Monitor what people click through to adjust content

Bob Johnson Consulting, LLC

answer these questions
Answer these questions…
  • Why am I doing this?
  • Who am I writing to?
  • What am I writing about?
  • What voice will I use?
      • Michael Katz, Blue Penguin Development, Inc.
  • Can I do this at least once a month?
    • Once a week isn’t too often, if…
      • Bob Johnson

Bob Johnson Consulting, LLC

why am i doing this
Why am I doing this?
  • To cultivate a long-term relationship
  • To create top-of-mind presence when a reader is ready to take an action:
    • Enroll in a continuing education course
    • Apply for a master’s degree
    • Recommend a college to a friend or co-worker
    • Respond to an annual fund solicitation by mail or phone

Bob Johnson Consulting, LLC

who am i writing to
Who am I writing to?
  • Audience quality is more important than size
    • Strive for a loyal following of reasonable size
  • Most important audiences are related to
    • Enrollment
    • Fund raising
    • Alumni participation
    • Media coverage
  • Most audiences require “versioning” for highest impact
    • New “version” doesn’t require a 100% new newsletter

Bob Johnson Consulting, LLC

what am i writing about
What am I writing about?
  • Content has to attract the audience
    • Useful
    • Relevant
    • Interesting
  • Test conventional wisdom with audience research
  • Don’t worry overly much about each individual item in the newsletter
    • But track click through for popular items
    • Let popularity influence content decisions

Bob Johnson Consulting, LLC

examples for review

Examples for review…

Email only…

Email newsletters

Bob Johnson Consulting, LLC

the html website alternative
The HTML/website alternative…

Bob Johnson Consulting, LLC

for ongoing expertise

For ongoing expertise …

Bob Johnson Consulting, LLC

slide38

Thank You!Bob Johnson, Ph.D.President and Senior ConsultantBob Johnson Consulting, LLC226 Chauncey CourtMarshall, MI 49068bob@bobjohnsonconsulting.comwww.bobjohnsonconsulting.com 248.766.6425 (mobile)

Bob Johnson Consulting, LLC