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• Cross-channel marketing

• Personalization

• Marketing Automation

Introducing: [Email] Marketing at Ohio State

The ABCs of Cross-Channel Marketing for Colleges and Universities

#MarketingUnited@elaineyav

Decentralized model

CAN-SPAM violations

No list hygiene

Inconsistent branding

Minimal segmentation

Limited analytics

What I found… Where we’re going...

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Roadmap: Email Marketing & Marketing Automation

#MarketingUnited@elaineyav

Establish••Identify benchmarks and begin selective testing••Onboard new Email/Marketing Automation tool••Audit subscription management & optimize preference center••Create list hygiene strategy••Standardize process for building, requesting, sending and reporting••Integration/connections with other channels to drive strategy/success

Build••Continue testing••Focus on segmentation strategy; behavioral personas••Develop and begin implementation of marketing automation and triggered email strategy

Innovate••Continuous testing••Identify opportunities to growand innovate program

FY17

FY18

FY19+

The ABCs of Cross-Channel Marketing for Colleges and Universities

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How we’re stepping into Marketing Automation

The ABCs of Cross-Channel Marketing for Colleges and Universities

#MarketingUnited@elaineyav

Message••Personalized

content

••Channel (email, social, direct mail, web, etc.)

Person••All about the

individual

••Think 1:1 communication rather than marketing “blasts”

Time••Based on recipient’s

actions, not our schedule

••Agile, timely, instant

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What can we learn from retailers?

#MarketingUnited@elaineyav

Because I bought something, I might

also like…

It’s time to buy more of what I bought before!

I put something in my cart but didn’t

complete my purchase.

The ABCs of Cross-Channel Marketing for Colleges and Universities