Take a quick scan of your inbox and it probably won’t surprise you to learn that email marketing is the technology of choice for professional services firms today, according to research by Ascend 2.1 Why? Because it works!
The last 10 years has seen an explosion of marketing technology – once the domain of IT professionals – it has evolved into a suite of sophisticated tools now at the disposal of the school marketer. Campaign Monitor calls it the era of DIY marketing. So why has email marketing dominated for 10 years and how do you create an enewsletter for your school that will engage with readers?
First, some statistics to highlight why email marketing has dominated …
Leads: Email marketing is 40 times more effective at acquiring new customers than Facebook or Twitter.2
Return on Investment (ROI): For 10 years in a row, email has generated the highest ROI for marketers. For every $1 spent, email marketing generates $38 in ROI.3
Mobile: According to Campaign Monitor, about 53 percent of emails are opened on mobile devices. And 23 percent of readers who open an email on a mobile device open it again later.4
Ability to publish content relevant to your audience: Companies who send automated emails are 133 percent more likely to send relevant messages that correspond with a customer’s purchase cycle.5
Leads, bang for your buck, ability to segment, personalise and tailor content to prospective parents … the performance of email marketing is impressive. But like all effective communications, reader engagement is reliant on getting the basics right.
How does your school’s email marketing stack up when you review it against the following criteria?
- Stay focused
A theme or topic that each enewsletter article can ‘hang’ off is a really effective way to focus your messages, provide content that addresses specific aspects of that topic and avoids overwhelming the reader. HubSpot refers to this type of email as a topic-based enewlsetter.
- Hold the Self-Promotion
When generating content ideas for your enewsletter, your goal should be to educate your prospect and be helpful. Provide information that addresses their questions, concerns and interests. Nothing kills reader engagement quicker than self-promotion or blatant advertising of your school. Save the self-promotion for when you have something truly new or unique to tell your readers.
- Let the reader know what they’re signing up for
On your enewsletter subscribe landing page, tell the reader what they are signing up for: what content to expect and how often they will receive emails. HubSpot recommends providing a summary snapshot of an enewsletter so the reader can judge for themselves.
- Headlines count
The email subject line is powerful real estate so make it persuasive. Tips to get your enewsletter opened include using personalisation – or personal pronouns like ‘you’, ‘yours’, ‘your firm’ and ‘we’. Subject lines with dates that indicate a sense of urgency also perform well. Keep the subject line relatively short, ideally 28-39 characters.
- Simple design, concise copy
Alleviate visual clutter by keeping the design simple and the copy concise. Develop a reputation for providing relevant summaries that send readers to your school website for the full article. Allow plenty of white space so that links and calls-to-action are easily identifiable on mobile.
The truth about email marketing is that statistics show it works. And if you’re in any doubt, think about this: 90 percent of emails get delivered to the intended recipient’s inbox, whereas only 2 percent of your Facebook fans see your posts in their News Feed.6
Like to review your school’s email marketing strategy? Contact us for a complimentary consultation today.
To learn more about what to do and what not to do with your email campaigns,download your free copy of our ebook.
6 Forrester Research
This blog was written by Suzanne Willcock
Suzanne Willcock is a Senior Account Manager for imageseven. She is a professional services and education marketing specialist who happens to love copywriting and blogging. She is also particularly fond of interior design magazines and home renovation shows.