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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

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University of Houston Measuring Success – Email Campaigns

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  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?

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