University of Houston Measuring Success – Email Campaigns.

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Presentation transcript:

University of Houston Measuring Success – Campaigns

Open Rate Trends o UH branded 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 templates August 2011, began using UH branded templates

Example - College of Technology Started using UH branded 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

Example – UH Athletics Launched survey to all alumni to determine interest in Athletics Non-segmented audience o 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 Rate 41.9% Increase in Click Through Rate

Unsubscribe Rate Trends o Scheduling of s/managing frequency A UH alumni could receive 6 or more s per week from the University of Houston Undergraduate, Graduate, Athletics, UHAA, Annual Giving, President, Marketing, Honors, Planned Giving August 2011, began using UH branded templates June 2011, Athletics began segmenting audience

How to Engage Moving Forward o Use of UH branded 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 ing the same information? o Follow UH graphics standards Does my reflect the same look as a print piece? o Use personalization o Integrate with social media (viral lift) Can someone share this content to their personal social media pages?

Content or Design?