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school marketing news

Five simple tips for your school's next email communication

Posted by Andrew Sculthorpe

email-mustsIn this week's podcast, Brad and I discuss five tips for email communications; a change to Google’s search algorithm focusing on mobile; how to ask for testimonials; two popular videos produced by Hootsuite and Eton; and are school expos dead?

A recent study found 77 percent of customers preferred emails over other communication channels for receiving permission-based promotional messages. No other channel even scored in the double digits; only 4 percent of respondents said Facebook, with Twitter and mobile apps both scoring a mere 1 percent.

Schools rely heavily on email communication. So with reference to Solomon Poretsky’s five tips on email marketing that all aim to grab a reader’s attention, here are five simple tips that can apply to any email piece:

  1. Do your research: What you find interesting may not be what your audience finds useful. Research your audience and craft your email message around their interests and concerns.
  2. Craft an effective subject line: No matter how good your email content is, you only have a recommended 54 characters to sell it. Avoid cliches like 'act now'. Think about your audience, the content of your email and develop a compelling subject line that will grab the attention of your audience.
  3. Personalise your email marketing content: Customise your emails to include a recipient's first name for example, it will make your communication much more effective.
  4. Tap into a trend: Think about current a trend/event that may be relevant to the email you are sending and incorporate it. 
  5. Utilise responsive design and content: There is little point in sending a great email if your recipients cannot read it on their choosen device. Make sure your design and content can adapt to any screen or device, be it mobile, iPad or desktop.
Furthermore, from 21 April Google will place greater emphasis on mobile-friendliness as a ranking signal. This will have a significant impact on search results worldwide as searches in all languages will be affected. Having a mobile-friendly website should already be a priority for schools due to the rapid adoption of mobile devices and expected continued growth. If your school’s website is not mobile-friendly it will cost you site views and therefore, enrolments.

Here are some more blogs on email marketing which might be of interest to you.

To learn more about email marketing download this ebook: Is your enewsletter delivering quality content?

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To learn more about email marketing, email me directly at andrew@imageseven.com.au or register for a free 20 minute phone or Skype consultation … no sales pitches, I promise … just good, sound advice.

 

This blog was written by Andrew Sculthorpe

As Business Director, Andrew ensures that imageseven’s clients receive the strategic and practical direction they need working closely with all members of the team. On top of that, his family and his unhealthy addiction to sport keep him on his toes.

 

Topics: Enewsletter, Email marketing, imageseven, Communication, Podcast, Marcom