Presentation on theme: "University of Houston Measuring Success – Email Campaigns."— Presentation transcript:
University of Houston Measuring 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
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
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 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 August 2011, began using UH branded e-mail templates June 2011, Athletics began segmenting audience
How to Engage Moving Forward o 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 personalization o Integrate with social media (viral lift) Can someone share this content to their personal social media pages?
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