COMPELLING COMMUNICATIONS 1 COM PELLING COM M UNICATIONS | Uni vers ity Mark eting
ABOUT US ABOUT US Elaine Armbruster Mary Alice Casey Chad Rutan Director, Email Marketing Editor, Ohio State Alumni Senior Marketing Writer & Marketing Automation Magazine University Marketing University Marketing University Marketing 2 COM PELLING COM M UNICATIONS | Uni vers ity Mark eting
AGEN GENDA Using the alumni magazine as a resource Standing out in the inbox Writing email body copy that works 3 COM PELLING COM M UNICATIONS | Uni vers ity Mark eting
KEYS KEY S TO O COMP COMPELLI ELLING NG COMMUNIC COMMUNICATIONS TIONS • Be consistent, reliable, timely • Consider what’s in it for your audience (For the audience we share with you, the payoffs are the ability to leverage the Buckeye network, to pay forward, to find their people) • Keep communications warm, friendly, like family • Be as relevant and personal as possible 4 COM PELLING COM M UNICATIONS | Uni vers ity Mark eting
OHIO ST OHIO STATE AL TE ALUMNI UMNI MA MAGAZINE AS A GAZINE AS A RESOUR RESOURCE CE 5 COM PELLING COM M UNICATIONS | Uni vers ity Mark eting
USING THE ALUMNI MAGAZINE AS A RESOURCE Buckey Buc eye Buzz e Buzz Share news of club and society service and social events with other alumni. A selection of submissions appear in the spring and fall issues. go.osu.edu/buckeyebuzz 6 COM PELLING COM M UNICATIONS | Uni vers ity Mark eting
USING THE ALUMNI MAGAZINE AS A RESOURCE How I Ho w I Giv Give Let us know about Buckeyes from your club, society or area who are paying forward in extraordinary ways. 7 COM PELLING COM M UNICATIONS | Uni vers ity Mark eting
USING THE ALUMNI MAGAZINE AS A RESOURCE Letters Letter s to the to the editor editor A letter is a great way to bring attention to your club or society's activities, show pride in your university or share your insights. 8 COM PELLING COM M UNICATIONS | Uni vers ity Mark eting
USING THE ALUMNI MAGAZINE AS A RESOURCE The Ask he Ask Answer our questions. We pose one for every issue to the Buckeye Room. buckeyeroom.osu.edu 9 COM PELLING COM M UNICATIONS | Uni vers ity Mark eting
USING THE ALUMNI MAGAZINE AS A RESOURCE The Obj he Object ect Share the story behind your college keepsake. theobject@osu.edu 10 COM PELLING COM M UNICATIONS | Uni vers ity Mark eting
USING THE ALUMNI MAGAZINE AS A RESOURCE Stor Story y ideas ideas Not sure where your idea fits? Send us an email. alumnimag@osu.edu 11 COM PELLING COM M UNICATIONS | Uni vers ity Mark eting
USING THE ALUMNI MAGAZINE AS A RESOURCE Shar Share our c e our content ontent • Digital magazine content can enrich your emails and social channels. • Share it through links on your websites. go.osu.edu/alumnimag 12 COM PELLING COM M UNICATIONS | Uni vers ity Mark eting
ST STANDING O ANDING OUT IN UT IN THE INBO THE INBOX 13 COM PELLING COM M UNICATIONS | Uni vers ity Mark eting
STANDING OUT IN THE INBOX EMAIL MARKET EMAI L MARKETING ING DEFI DEFINIT NITION IONS Email engagement – interaction with your email; opens, clicks, time spent reading Deliverability – your ability to get your emails delivered to the inbox Preheader text – an Open rate – number From name – who the Subject line – a place extension of the of opens divided by email is from, also to share what the subject line that known as the “friendly number of emails email is about / why it shows in most email from” delivered should be opened clients Call-to-action Click-to-open rate – Email body – what (CTA) – what you number of clicks recipients see when want your recipients to divided by number of do; usually in the form they open an email opens of buttons or text links 14 COM PELLING COM M UNICATIONS | Uni vers ity Mark eting
STANDING OUT IN THE INBOX OUR AL OUR ALUMNI UMNI GET GET A A LOT OF E T OF EMAILS MAILS! 7 Our alumni get an average of emails per month from Ohio State 15 COM PELLING COM M UNICATIONS | Uni vers ity Mark eting
STANDING OUT IN THE INBOX MAKE MAKE SURE SURE YOU OUR R EMAIL EMAIL HAS HAS A A PURPOSE PURPOSE • Who is it for? • Why should your audience read it? • What do you want them to do? 16 COM PELLING COM M UNICATIONS | Uni vers ity Mark eting
STANDING OUT IN THE INBOX THE GO THE GOAL AL OF OF EMAIL EMAIL MARKETIN MARKETING Strengthen relationships Inform Engage Invite Solicit announcements newsletters event invitations donation requests Read more Register now Give now • The goal of email marketing is to get the recipient to click a link Ultimately and continue to your site to take the next action. 17 COM PELLING COM M UNICATIONS | Uni vers ity Mark eting
STANDING OUT IN THE INBOX AVERA VERAGE GE ENG ENGAGEME GEMENT RA NT RATE TES Open Rate: 30% Click-to-Open Rate: 10% General Newsletter Event Solicitation Correspondence Open rate: 17% Open rate: 35% Open rate: 27% Open rate: 24% Click-to-open rate: 18% Click-to-open rate: 14% Click-to-open rate: 6% Click-to-open rate: 5% There are many factors that play into these rates, such as your list, frequency of email sends and audience expectations. 18 COM PELLING COM M UNICATIONS | Uni vers ity Mark eting
STANDING OUT IN THE INBOX SAYING “FREE” IN THE SUBJECT LINE Using trigger words such as free, congratulations and winner in the subject line will immediately get your emails sent to the spam folder. FALSE 19 COM PELLING COM M UNICATIONS | Uni vers ity Mark eting
STANDING OUT IN THE INBOX ST STAYING YING OUT OF T OUT OF THE HE SP SPAM AM FOLDER FOLDER More than ever, mailbox providers (i.e., Gmail, Yahoo) are looking at recipient engagement to determine inbox placement. These types of engagement These types of engagement positively impact deliverability negatively impact deliverability • Opening emails (the more often • Delete without reading and closer to the time they are • Hit “this is spam” button received, the better!) • Constantly not opening emails • Clicking links from a certain sender • Not opening emails from anyone (inactive account) 20 COM PELLING COM M UNICATIONS | Uni vers ity Mark eting
STANDING OUT IN THE INBOX WHO IT’S FROM MATTERS Your “friendly from” should be recognizable to the recipient 21 COM PELLING COM M UNICATIONS | Uni vers ity Mark eting
STANDING OUT IN THE INBOX LENGTH LEN GTH OF A OF A SUBJE SUBJECT LINE CT LINE We have found that providing a little more detail in your subject line could lead to a higher open rate. Aim for 35-50 characters (including spaces and punctuation). Examples: Ask a Buckeye – vs. – Looking for career connections? Ask a Buckeye! Buckeyes After Work – vs. – Join Buckeyes After Work for a chance to win 22 COM PELLING COM M UNICATIONS | Uni vers ity Mark eting
STANDING OUT IN THE INBOX PRE PREHEADE HEADER TE R TEXT HELP XT HELPS Emails with preheader text have an 11% higher open rate and an 81% higher click-to-open rate than emails without. Tip: Use your preheader text to build upon your subject line or to share something else to tease the open. It does not help to reiterate what was already stated in the subject line. 23 COM PELLING COM M UNICATIONS | Uni vers ity Mark eting
STANDING OUT IN THE INBOX TE TEST STING ING: : EVE EVENT NT INVI INVITATI TIONS ONS Pregame Huddle event emails 2017 Email 1 2016 Email 1 Clear & concise, with Long; present audience rotating images to show the with every event detail experience without words Click-to-open rate was 884% higher in 2017 compared to 2016 24 COM PELLING COM M UNICATIONS | Uni vers ity Mark eting
HOW T HO W TO TR O TRUST IN THE A UST IN THE ALL LL KNO KNOWING AND WING AND UNENDING UNENDING LIGHT OF SHOR LIGHT OF SHORTER EMAIL TER EMAIL BOD BODY Y COPY COPY , OR: , OR: HO HOW W TO NO O NOT T LOSE YOUR READER’S ATTENTION LIKE TTENTION LIKE I L I LOST ALL O OST ALL OF F YOUR A OUR ATTENTIONS WITH THE TTENTIONS WITH THE TITLE OF THIS SECTION! TITLE OF THIS SECTION! 25 COM PELLING COM M UNICATIONS | Uni vers ity Mark eting
OH MY GOSH SOMEONE OPENED MY EMAIL! …now what do I do? COM PELLING COM M UNICATIONS | Uni vers ity Mark eting
AS LITTLE AS POSSIBLE 👎👎👎 👎 COM PELLING COM M UNICATIONS | Uni vers ity Mark eting
Attention spans: 8 seconds 12 seconds COM PELLING COM M UNICATIONS | Uni vers ity Mark eting
Join us for a pizza party! Come gather with alumni, students, faculty and more and enjoy free pizza, pop and snacks as we celebrate the Buckeye’s recent win over whateverteam. There will be guest appearances from Brutus, TBDBITL and more. It’s on June 12, 2017 at 5:00 p.m. in the Pizza Room at the Ohio Union. Please RSVP by June 1 so we have an accurate headcount. Feel free to bring your own snacks and drinks to share with the group, and get ready to have some serious fun. And of course, dress in your best scarlet and grey. Click here to learn more about this great time. COM PELLING COM M UNICATIONS | Uni vers ity Mark eting
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