Delivered at the 2018 NISOD International Conference, this presentation focuses on email marketing strategies that anyone can easily integrate into the work they do. Created by the Teaching & Learning Team at Mountain View College.

1. Don’t Hit That
Send Button
(Without Attending This Session First!)
Presented by:
Steve Sosa, Dean of eLearning and Instructional Support
Rebecca McDowell, Senior Manager of Organizational Program Development
Jennifer McGuire, Instructional Technologist

4. A Brief History of the
Written Word

5. A Brief History of the
Written Word
• Cave drawing

6. A Brief History of the
Written Word
• Cave drawing

7. A Brief History of the
Written Word
• Hieroglyphics

8. A Brief History of the
Written Word
• Hieroglyphics

9. A Brief History of the
Written Word
• Scrolls and Books

10. A Brief History of the
Written Word
• Scrolls and Books

11. A Brief History of the
Written Word
• Gutenberg press

12. A Brief History of the
Written Word
• Newspapers

13. A Brief History of the
Written Word
• Electronic communication

14. Perception of
Campus Email

15. Campus Email
• Still stuck in time warp (1971)
• Email predates the Internet
• Ray Tomlinson, computer
engineer, sent test message to
himself via ARPANET

16. Campus Email

17. Campus Email

18. Campus Email
• Boring
• Required reading
• Heavy cognitive load
• Passive experience

19. Campus Email
• Ignored
• Screen subjects
• Read, delete, archive
• Little value, necessary evil

20. What if it didn’t have
to be this way?

21. Generational
Preferences

22. Generational Preferences:
Maturists

23. Generational Preferences:
Maturists

24. Generational Preferences:
Baby Boomers

25. Generational Preferences:
Baby Boomers

26. Generational Preferences:
Generation X

27. Generational Preferences:
Generation X

28. Generational Preferences:
Millennials

29. Generational Preferences:
Millennials

30. Generational Preferences:
Generation Z

31. Generational Preferences:
Generation Z

32. Generational Preferences
• Email is still most
preferred
• We do not utilize email
to it’s full potential
• Not engaging,
interactive,
entertaining

33. Activity: The Perfect
Subject Line

34. Activity: Perfect Subject Line

35. Activity: Perfect Subject Line
• Why are subject so important?
• First impression
• Only opportunity to take action
• 99.9% chance it will get deleted

36. Activity: Perfect Subject Line
Next 5 minutes
• Craft subject lines variations
• Incorporate best practices
• Quantitative
• Short
• Catchy
• Actionable

37. User-Centered
Approach
In higher education vs.
outside of higher education.

38. User-Centered Approach
• Evites
• Promotion, marketing, excitement
• Newsletters
• Behind-the-scenes insight
• Shopping
• Unexpected surprise - coupon/discount
• Subscriptions
• Click to read more

39. User-Centered Approach

40. User-Centered Approach

41. User-Centered Approach

42. User-Centered Approach

43. User-Centered Approach

44. Innovations in
Technology

45. Innovations in Technology, Email
Design Tools
• HTML design tools readily available
• Highly visual format
• Social media integration
• Actionable
• Free, Free, Free

70. Our Strategy
and Process

71. Our Strategy and Process
• Monthly Newsletters
• Engagement Contests
• Showcase Employees
• Photo Galleries

80. Our Strategy and Process Tips
1. Check campus policy
2. Fear the send button
3. Do the happy dance

81. Results

86. Results (Analytics)
• Created fans across campus
• Volunteers want to be involved
• Faculty are willing to be featured
• Shift in organizational culture

87. Thank You

88. Thank You
• Connect with Us (Twitter)
@EstebanIsSteve
@JennMC75
@Rebecca_Joy_M7