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Email vs. Print Communications Perception and Reality

Email vs. Print Communications Perception and Reality. Lisa Hoover Director of Publications, Print and Mail Bucknell University Lewisburg, Pennsylvania. Where is Bucknell University?. Located in Lewisburg, Pennsylvania About three hours from New York City, Philadelphia and Washington, D.C. .

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Email vs. Print Communications Perception and Reality

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  1. Email vs. Print CommunicationsPerception and Reality Lisa Hoover Director of Publications, Print and Mail Bucknell University Lewisburg, Pennsylvania

  2. Where is Bucknell University? Located in Lewisburg, Pennsylvania About three hours from New York City,Philadelphia and Washington, D.C.

  3. Bucknell University Campus • Private liberal arts university • 450 acres • 3,500 undergrads • 150 graduate students

  4. Publications, Print and Mail Bindery Copy Center Networked Copier Fleet Bulk Mailing Services Campus Mail Delivery Student Mail Services Function under Communications Division 23 Staff Members Graphic Design Email Marketing Offset and Digital Printing

  5. Perceptions about email It’s free – or at least cheap It’s fast It’s how people want to receive information It’s better for the environment

  6. Perceptions about print It’s expensive It’s old-fashioned It’s takes a long time to produce It’s unfriendly to the environment

  7. Current Perceptions

  8. How to perceptions change Facts Education Personal experiences Time

  9. Facts we can use Published reports White papers Benchmarking statistics Tracking response rates Return on investment Real examples of your successes

  10. Facts about email 90 trillion – The number of emails sent on the Internet in 2009. 247 billion – Average number of email messages per day. 1.4 billion – The number of email users worldwide. 100 million – New email users since the year before. 81% – The percentage of emails that were spam. 92% – Peak spam levels late in the year. 24% – Increase in spam since last year. 200 billion – The number of spam emails per day (assuming 81% are spam). http://royal.pingdom.com/2010/01/22/internet-2009-in-numbers/

  11. Facts Average number of emails we each receive every day – 176 Email continues to grow as a communication media Lots of competition in the inbox compared to traditional mail box Email is not the silver bullet; email and print need to be integrated and used together

  12. Facts about email 79% of email messages are delivered to their intended recipients; 21% are not delivered Email addresses are constantly changing There is no email address verification process The average open rate for email messages is 30% Source:  Return Path's Deliverability Benchmark Report, accessed August 3, 2009.

  13. Facts about traditional mail Using first class or presorted mail virtually all pieces will be delivered to their intended recipients 25% of addresses are changing at all times We can verify that addresses are good before we send the piece using CASS, DPV and NCOA We can choose to have the piece returned if it is undeliverable to correct address

  14. Gathering Facts Who is responsible for sending email messages at your university? Are they tracking: Delivery rates Bouncebacks (hard and soft) Open rates Click through rates Response to call to action

  15. Gathering Facts Who is tracking success of print pieces? Are they measuring ROI? Are they comparing ROI with email? Are they doing surveys of how constituents want to receive information? Will they share this information with you?

  16. Direct Mail Survey The polling firm International Communications Research surveyed approximately 1,100 U.S. college graduates and post-graduate school respondents about their preferences for receiving information from the school they attended. Results: Alumni have a strong preference for direct mail (54%) versus e-mail (23%) as a communications channel when it comes to being contacted about gifts and donations by their college or university.

  17. A Bucknell Survey Survey Goal: To identify the most preferred types of format, content, delivery, and timing of the communications/messages produced by the Development Office. Total Responses: 46 Survey Audience: Bucknell Alumni Board

  18. A Bucknell Survey Question: What is your preferred source of Bucknell news/information?

  19. A Bucknell Survey Question: To which type of annual giving communication would you most likely respond?

  20. Presidential Invite Results Medium – Variable Data Print Number of Solicitations – 446 Response Rate – 19.3% Number of Gifts – 86 Total Revenue - $1,020,425 Average Gift - $11,913 Cost per donor - $48

  21. Fall Annual Fund Solicitation Medium – Variable Data Print Number of Solicitations – 26,304 Response Rate – 4.2% Number of Gifts – 1,115 Total Revenue - $217,538 Average Gift -$207 Cost per donor - $12

  22. Bison Club Solicitation Medium – Static Print Number of Solicitations – 7,460 Response Rate – 3.2% Number of Gifts – 242 Total Revenue - $74,905 Average Gift -$328 Cost per donor - $18

  23. Freshman Hall Challenge Medium – HTML Email Number of Solicitations – 626 Response Rate – 1.0% Number of Gifts – 6 Total Revenue - $60 Average Gift -$30 Cost per donor - $20

  24. Calendar Incentive Email Medium – Variable Data HTML Email Number of Solicitations – 15,491 Response Rate – 0.4% Number of Gifts – 66 Total Revenue - $2,784 Average Gift -$45 Cost per donor - $3

  25. Bison Club Athletic Email Medium – Variable Data HTML Email Number of Solicitations – 3,581 Response Rate – 0.3% Number of Gifts – 11 Total Revenue - $2,419 Average Gift -$258 Cost per donor - $42

  26. Data Summary

  27. Print or Email? Who is the target audience? What is the stature of the message? What is the call to action? What are the implications if the message does not reach the intended recipient? If budget and time allow, do both

  28. How to start Make connections Give department tours Find out who is tracking data Pick one department to study Make it about their success, not yours Let them spread the word

  29. Graphic Design Print and Electronic Design, Customer Service, Blast email, Print Management

  30. Print Production Offset and Digital Printing, Prepress Trapping and Imposition, Bindery – Folding, Saddle Stitching, Perfect Binding, Comb and Coil Binding

  31. Copy Center Black and White and Color Copies, Electronic Document Submission, Postal Contract Station, Copier Fleet Management

  32. Mail Services List Processing and Certification, Ink-Jet Addressing,Bulk Mail Processing, Fulfillment, Campus Mail and Package Delivery

  33. Student Mail Student Mail and Package Sorting and Delivery, Student Box Stuffing, Mail Forwarding, 17 Student Employees

  34. The Academic Quad

  35. The Bertrand Library

  36. Rooke Chapel

  37. Christy Mathewson Gates

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