Send a Marketing Email

Published: 2nd May 2018

 

Send a marketing email

To send an email to alumni or supporters, you’ll need to submit a brief at least three weeks before you would like your message to be sent.

We are only able to send emails that fit the brief.

You will be expected to:

  • submit the brief;
  • request your mailing list;
  • approve the email before it is sent.

We will work with you to:

  • get the brief right;
  • find a date to send the email;
  • get the content and graphics right.

We will:

  • build the email;
  • conduct A/B tests;
  • work on inbox and content strategy;
  • optimise calls-to-action;
  • ensure the email is accessible;
  • make sure the email is on-brand;
  • conduct tests to ensure the email can be read across mobile, desktop and webmail environments;
  • check links and images;
  • schedule and send the email;
  • tell you how it performed.

After you’ve submitted your brief

You’ll receive an email explaining what will happen next.

We will consider your request within five days, but if it is rejected we will either:

  • ask you for some more information so that we can accept your request;
  • discuss more appropriate ways we can share your message.

If it’s accepted, you’ll need to request your mailing list. Then we’ll work with you to get the content and graphics right – and you can leave the rest to us until we ask you to approve the email.

Your brief

Campaign name

This is for internal use only and is what your campaign will be called in MailChimp and on Raiser’s Edge.

It should be short (aim for 50 characters or fewer) but descriptive enough so that somebody else will know what it’s about without reading the email. Please be aware that we might change the campaign name.

Examples

  • Cockcroft Rutherford Lecture general invite
  • Manchester Network promotion to recent graduates
  • Direct mail campaign – thank you email

 

Who are you sending to?

We need to know exactly who you want to communicate with, so please give us as much detail as possible.

You may have been asked to send your email to ‘all Medicine alumni’, but are you really interested in graduates who are over 80 years old, never went on to work in the field or have never actually opened an email that we’ve sent?

We’re likely to suggest some changes to who you want to send your email to – but we’ll always speak with you about this first.

What do you want them to do?

Every email should have a clearly stated goal. Tell us exactly what you want the recipients of your email to do.

For an event email, you probably want the recipients of your email to sign up to an event.

But what about a newsletter? Maybe you want the recipient to feel ‘warm and fuzzy’ or just informed about the University. These reasons are just as valid as getting people to give us time or money.

Examples

  • Volunteer to be a Global Graduates host
  • Buy a ticket for a Your Manchester Insights event
  • Feel appreciated for supporting The University of Manchester

 

When is the earliest it is appropriate to send the message?

Please give us at least three weeks’ notice. If you’re unable to, please speak to a member of one of the communications teams.

When is the latest it is appropriate to send the message?

Where will the recipient read it?

Put yourself in the shoes of the one recipient you really want to respond to your email – the volunteer you’ve been trying to get involved for months, your dream donor or the kind of person you’d love to see at your event.

Now imagine where that recipient would read your email.

Different groups of people will respond to your email in different ways. Giving us this information will help us tailor your email to make it more likely that someone will open and action it.

Examples

  • On their iPhone on the bus home
  • On their work computer during a busy day in the office
  • On an iPad after looking at pictures of the grandkids and before a quick game of Candy Crush

 

Why are you sending this message?

Your email communication must be in support of:

  • at least one of DDAR’s two overarching objectives: income generation and volunteer generation

OR

  • powerful engagement through communications, events, and ambassador programmes

Tell us how your email will support either of the above.

We appreciate that you’ll occasionally be asked to send emails that don’t support DDAR’s strategy but do support at least one of the University’s core goals of world-class research; outstanding teaching and learning; and social responsibility.

These emails are likely to be on the behalf of another directorate, or a school or a faculty. If so, please include details of who has asked you to send your email – as well as how it supports one of the University’s core goals. It may be useful to ask them the same questions we are asking here.

Examples

  • To recruit volunteers for the Global Graduates programme
  • To engage alumni ahead of asking them to support a direct mail appeal
  • To raise awareness among alumni in the US of the University’s research beacons (to strengthen the brand of The University of Manchester on behalf of the Division of Communications and Marketing)

 

How are you going to measure success?

After your email has been sent, we want to be able to measure its success – and feed this back to you.

To do this, we need to know exactly what you would consider a success by telling us at least one SMART goal:

Specific

Measurable

Achievable

Realistic

Time-bound

We’ll share a very short report with you afterwards – and we’ll use the findings to help us make your future emails even better.

Examples

  • 20 alumni working in San Francisco to register to volunteer for the Global Graduates programme by Monday, 9 April 2008
  • 30% of emailable alumni to read an announcement by the President and Vice-Chancellor within 24 hours of it being sent

£2,000 to be donated to the Manchester Access Programme during December 2018