1 / 8

University of Houston Measuring Success – Email Campaigns

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

tuan
Download Presentation

University of Houston Measuring Success – Email Campaigns

An Image/Link below is provided (as is) to download presentation Download Policy: Content on the Website is provided to you AS IS for your information and personal use and may not be sold / licensed / shared on other websites without getting consent from its author. Content is provided to you AS IS for your information and personal use only. Download presentation by click this link. While downloading, if for some reason you are not able to download a presentation, the publisher may have deleted the file from their server. During download, if you can't get a presentation, the file might be deleted by the publisher.

E N D

Presentation Transcript

  1. University of HoustonMeasuring Success – Email Campaigns

  2. 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 • About 35% of centers currently use e-mail templates

  3. Example - College of Technology Started using UH branded email template March 2012 Old template • Open rate: 12.20% • Click through rate:1.50% Branded template  • Open rate: 18.50% • Click through rate: 3.15% 51.64%Increase in Open Rate 110% Increase in Click Through Rate

  4. Click Through Rate Trends June 2011, Athletics began segmenting audience • 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.

  5. Example – UH Athletics Launched survey to all alumni to determine interest in Athletics Non-segmented audience • Open rate: 12.21% • Click through rate: 1.55% Segmented audience • Open rate: 22.99% • Click through rate: 2.20% 88.29%Increase in Open Rate 41.9% Increase in Click Through Rate

  6. Unsubscribe Rate Trends August 2011, began using UH branded e-mail templates June 2011, Athletics began segmenting audience • 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

  7. How to Engage Moving Forward • Use of UH branded email templates • Will the constituent immediately identify with UH? • Targeted audience • Which of my constituents does this message speak to? • Relevant content • Does this information matter to my constituents? • Cross reference messaging • Are other areas on campus emailing the same information? • Follow UH graphics standards • Does my email reflect the same look as a print piece? • Use personalization • Integrate with social media (viral lift) • Can someone share this content to their personal social media pages?

  8. Content or Design?

More Related