Personalizing and Optimizing Your Prospect’s Journey Through Deliver How to leverage Slate and the enormous amount of data to enhance the user experience Lindsay Rauch, Assistant Director of Admissions Marketing & Communications bit.ly/nercomp_Slate17 #NercompPDO3
Slate status check Personalization Optimization What’s in the works? Agenda Slate status check Personalization Optimization What’s in the works? bit.ly/nercomp_Slate17 #NercompPDO3
How we made Slate work for us 2014 Very little personalization No communications based on previous interactions No liquid markup No text messaging No ongoing/drip campaigns Very little automatic communications 2017 Personalization in every email Increasing communications based on interactions Liquid markup throughout yield Frequent text message reminders Ongoing campaigns throughout recruitment, search campaign Automate where possible bit.ly/nercomp_Slate17 #NercompPDO3
The Journal of College Admission, Winter Edition “Students are sick and tired of being blasted with automated messages. Even when they are slightly personalized (“insert first name”), students can see right through it.” – Peter Kraft, CEO and co-founder of Evolution Labs Reference: The Journal of College Admission. Number 234. Winter 2017. NACAC bit.ly/nercomp_Slate17 #NercompPDO3
Personalization The User Experience Sending emails based on when they enter Slate International student communications stream LBF email- when students indicate academic interest in music Automating emails based on personal information Happy Birthday email Follow up information about fellowship when click on email bit.ly/nercomp_Slate17 #NercompPDO3
bit.ly/nercomp_Slate17 #NercompPDO3
Personalization Identifying with the student The basics: merging information Any and all export fields Liquid markup Event registration status Entry term Prior relationship with Brandeis bit.ly/nercomp_Slate17 #NercompPDO3
What not to do bit.ly/nercomp_Slate17 #NercompPDO3
What to do bit.ly/nercomp_Slate17 #NercompPDO3
bit.ly/nercomp_Slate17 #NercompPDO3
bit.ly/nercomp_Slate17 #NercompPDO3
Optimization Reaching the student quickly Automation Event communications Search campaign Design with the student in mind Mobile design first Headers Formatting bit.ly/nercomp_Slate17 #NercompPDO3
bit.ly/nercomp_Slate17 #NercompPDO3
What not to do bit.ly/nercomp_Slate17 #NercompPDO3
What to do bit.ly/nercomp_Slate17 #NercompPDO3
The Journal of College Admission, Winter Edition “Email is one of their least preferred communications in admission. They prefer texting.”– Meghan Grace, co-author of Generation Z Goes to College Reference: The Journal of College Admission. Number 234. Winter 2017. NACAC bit.ly/nercomp_Slate17 #NercompPDO3
Optimization Connecting with the student Text Messaging Opt-in regulations When and why bit.ly/nercomp_Slate17 #NercompPDO3
bit.ly/nercomp_Slate17 #NercompPDO3
What’s in the works? Thinking towards the future Ping Campaigns Queries based on interactions (clicks, opens, event attendance) bit.ly/nercomp_Slate17 #NercompPDO3
Thank you! Lindsay Rauch lrauch@brandeis.edu bit.ly/nercomp_Slate17 #NercompPDO3