Spamalot: The Quest for the Holy Grail of Email Marketing
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This document provides guidance on effective email marketing campaigns. It discusses the importance of sending the right message to the right people at the right time. Specifically, it recommends: - Crafting subject lines that are 30-40 characters and contain 6-10 words - Including big pictures and a strong call-to-action in the email body - Targeting current students, prospects from the past 3 years, and related audiences - Sending timely messages about events, deadlines, and other relevant information - Ensuring landing pages provide additional value to encourage desired behaviors
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Spamalot: The Quest for the Holy Grail of Email Marketing
- 1. Hello
- 2. Spamalot secret message • It’s all here – just know where to look
- 3. Brother Maynard’s Book of Armaments Print materials Paid media Social Website Visits & events
- 4. Typical campaign 3 emails 1 postcard Onsite poster Web carousel, landing page Facebook (posts, event, paid?) (current students: txt msgs) Paid media Events: see you soon email
- 10. Email is not dead yet
- 11. Email prefs
- 12. What makes a good email?
- 13. Answer me these questions three Is it the right message? Is it the right person? Is it the right time?
- 14. Intermission
- 15. 5 thing, 3 sir.. 3 things. • Right message • Right person • Right time
- 16. Right message • Why am I getting this? • How will this improve my lot in life? • TL;DR
- 17. Subject line • Size matters • 30-40 chars viewable on mobile • 6-10 words, 4-7 best • Pre-header 11-18 words • 51% open on mobile
- 18. Body • Big pix, short text • Link above the scroll • Brandable • STRONG CTA!
- 27. Right person High school – Students Counselors CTE teachers Current – Personal & scc emails Instructors Deep prospects, adults, parents ALL – enrollment svcs staff
- 28. Right person Go back 3 years for deep prospects Attendees, prog non-completers, related degs, lesser awards (certs & dips, cont’ ed) Transfer students (summer, spcl classes) 18 mo HOT prospects (inquiries, apps, dual enrollment) 3 year deep prospects (long shots – but good for NEW info/progs)
- 29. Clean your lists • Email double-entry • Remove bounces to improve rates • Import info, use custom fields
- 31. Right time • Timely for events & info • Time of day – 8am? 8pm? Mon? Sun? • Enroll Comm planner – Keeps us on track, self accountable – Helps ID choke points (too many msgs)
- 32. Some messages are great • Scholarship app season • Bookstore open • Get help & resources (Trio, road trip/brain hurt) • Tuition/de-reg deadlines • Registration open
- 34. Landing pages • You got me to click, now what? • More info = MORE info, solve their problem, reward their behavior
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- 50. There was much rejoicing
- 51. Good to know • Email HS counselors & teachers! (they read your stuff) • Action above the scroll line • From person@ instead of enroll@... • Ditch the pencil & paper! Let them do stuff online – apply, register, buy, etc • Keep app forms simple – prolly using phone to register!
Notas del editor
- Jeff Ebbing’s Spamalot: The Quest for the Holy Grail of Email Marketing. Yes, I totally ripped off these twits and expect I’ll be sacked for such blatant copyright infringement. And I hate llamas. Ni!