This week, BlueSky saw, once again, an amazing example of e-marketing in action. As we all know, the Olympics are in full swing (who hasn’t been glued to their TVs?!) One of our clients is a Catholic High School and they are lucky enough to have an alumnus who’s a member of the US Women’s Soccer Team. In celebration of this, the school sent out an e-blast congratulating the member and encouraging recipients to use a PURL and log on to their Admissions Level 10. This e-blast response rate doubled the average of previous e-blasts. It was amazing and obviously the client was so pleased!
Reflecting on this, we gleaned a few things from the success of this e-blast. First, e-marketing still works. It seems like “experts” like to go back, forth, up and down about what is the best way to reach consumers in today’s market. Some days we hear that e-marketing is going to be the only way to reach consumers of the future and the next week a report is released showing “facts” that e-marketing is on the decline and it’s reaching fewer people. The fact remains that there is no single “best marketing solution” and any marketing campaign needs to be diverse and targeted.
Targeting brings us to the next success point for this campaign…it was uber targeted. They blasted information that is really exciting about one of their former students to potential students. It was about the Olympics, an international event that was taking place at the time of the blast and is a source of interest for most of the country, and world really. That was a huge factor in the e-blast’s success, undoubtedly. I think it’s important to capitalize on exciting things that are happening in relation to your school. Not just things on campus, or to current students, teachers and administrators, but to alumni and people who are connected to the school in meaningful ways. If you have a connection to a current event that is garnering attention from a large audience, be it local, state or national, use it! People are opening emails that they can relate to or interest them. It’s essential to remember current events when finding ways to reach your target audience.
We were so excited to be able to partner with our client on such an exciting e-blast, and we know we’ll be keeping the strategy behind it in mind when utilizing e-blasts for future marketing campaigns. Doubled response rate means double the data capture, and that’s what it’s all about. Watching Level 10 in action, working the way it’s supposed to is always amazing! How do you pique interest and encourage your audience to actually open your e-blasts and read through them? Let us know, as always, in the comments!