HTML emails can suck. From the 1990s era code to uninspiring templates to fulfillment and statistics in an alien CRM HTML emails are something that many choose to ignore. Or, at best, develop and deliver outside of a CRM.
In the summer of 2018 University Relations at West Virginia University implemented a new way of delivering HTML emails in support of Enrollment Management. We found we could be more creative and focused in our messaging than we ever expected. Early numbers show we may have influenced our class with our new strategy.
In this session, you’ll follow along with a case study that will cover how we:
• Re-thought our email communication plans from the ground-up
• Helped designers and developers collaborate with Enrollment Management using Litmus
• Built a tool on top of MJML to help speed up our development time, as well as segment copy and imagery, for our emails
• Track the effectiveness of our email communications using a dashboard built in Data Studio
And it’s all CRM agnostic.
Dave OlsenMarketing Technologist
Dave Olsen has been a programmer with the University Relations - Digital Services unit at West Virginia University (WVU) for the last seventeen years. Over that time he has worked on and led projects that range from developing a university-wide CMS to creating award-winning marketing websites. For the last two years he has worked on building a "central source of truth" for academic and institutional information. Now he's taking on HTML emails and communication plans. In addition to his work at WVU, Olsen has released and contributed to a number of open source projects with the most recent being Pattern Lab.