Melissa Cox, MSIAssociate Director, Office of University Development, University of Michigan

Higher Ed Web Michigan | May 23, 2014 | Ann ArborMallrats, Mythbusting, and the March Madness of Email Marketing

and the

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of Email Marketing

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"An email is like a retail store window; it needs to reveal just enough to compel viewers to enter the store"

~ Lisa Harmon, principal of Smith-Harmon

Yeahhhhh- we’re gonna need you to go ahead and send an email.

● it’s free● it’s faster, easier,

cheaper, and requires less planning than print

How do I compare?Hint: size matters

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Every mass communication is an invitation to unsubscribe- give them a reason not to click that button

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Version A Version B

90%5%5%

deploy & wait 24 hours

The winner

common types of A/B Tests:● subject line● sender name● copy inside the email● photo selection

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● what is your call to action?

● limit calls to action● go ahead, be a

tease● find your squirrel

what would you stop your day to read or share with others?

@melissax_umich

melissax@umich.edu