university of houston measuring success – email campaigns
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University of Houston Measuring Success – Email Campaigns. Open Rate Trends. August 2011 , began using UH branded e-mail templates . UH branded email templates Steady increase of open rate in FY2012 Audience immediately identifies with the University of Houston and opens message - PowerPoint PPT PresentationTRANSCRIPT
University of HoustonMeasuring Success – Email Campaigns
Open Rate Trends
o UH branded email templates• Steady increase of open rate in FY2012• Audience immediately identifies with the University
of Houston and opens message• About 35% of centers currently use e-mail templates
August 2011, began using UH branded e-mail templates
Septem
ber
Octobe
r
Novem
ber
December
Janua
ry
Februa
ryMarc
hAp
ril May June July
Augus
t0.00%
5.00%
10.00%
15.00%
20.00%
25.00%
30.00%
FY11FY12FY13
Example - College of Technology
Started using UH branded email template March 2012
Old template o Open rate: 12.20%o Click through rate:1.50%
Branded template o Open rate: 18.50%o Click through rate: 3.15%
51.64% Increase in Open Rate
110% Increase in Click Through Rate
Click Through Rate Trends
o Targeted content• Based on interests of audience, what do they want to
read specifically?• Overall university click through steadily increased
due to Athletics’ strategic plan of sending content to targeted interest groups.
June 2011, Athletics began segmenting audience
Septem
ber
Octobe
r
Novem
ber
Decembe
r
Januar
y
Februa
ryMarc
hAp
ril May June July
Augu
st0.00%
0.50%
1.00%
1.50%
2.00%
2.50%
3.00%
3.50%
FY11FY12FY13
Example – UH AthleticsLaunched survey to all alumni to determine interest in Athletics
Non-segmented audienceo Open rate: 12.21%o Click through rate: 1.55%
Segmented audience o Open rate: 22.99%o Click through rate: 2.20%
88.29% Increase in Open Rate41.9% Increase in Click Through Rate
Unsubscribe Rate Trends
o Scheduling of emails/managing frequency• A UH alumni could receive 6 or more emails per week
from the University of Houston• Undergraduate, Graduate, Athletics, UHAA, Annual
Giving, President, Marketing, Honors, Planned Giving
Septem
ber
Octobe
r
Novem
ber
December
Janua
ry
Februa
ryMarc
hAp
ril May June July
Augu
st0.00%
0.02%
0.04%
0.06%
0.08%
0.10%
0.12%
0.14%
FY11FY12FY13
August 2011, began using UH branded e-mail templates
June 2011, Athletics began segmenting audience
How to Engage Moving Forwardo Use of UH branded email templates
• Will the constituent immediately identify with UH?o Targeted audience
• Which of my constituents does this message speak to?o Relevant content
• Does this information matter to my constituents?o Cross reference messaging
• Are other areas on campus emailing the same information?
o Follow UH graphics standards• Does my email reflect the same look as a print piece?
o Use personalizationo Integrate with social media (viral lift)
• Can someone share this content to their personal social media pages?
Content or Design?