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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

Email vs. Print CommunicationsPerception and Reality

Lisa Hoover Director of Publications, Print and Mail

Bucknell University

Lewisburg, Pennsylvania

where is bucknell university
Where is Bucknell University?

Located in Lewisburg, Pennsylvania

About three hours from New York City,Philadelphia and Washington, D.C.

slide3

Bucknell University Campus

  • Private liberal arts university
  • 450 acres
  • 3,500 undergrads
  • 150 graduate students
publications print and mail
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

perceptions about email
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

perceptions about print
Perceptions about print

It’s expensive

It’s old-fashioned

It’s takes a long time to produce

It’s unfriendly to the environment

how to perceptions change
How to perceptions change

Facts

Education

Personal experiences

Time

facts we can use
Facts we can use

Published reports

White papers

Benchmarking statistics

Tracking response rates

Return on investment

Real examples of your successes

facts about email
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/

facts
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

facts about email1
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.

facts about traditional mail
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

gathering facts
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

gathering facts1
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?

direct mail survey
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.

a bucknell survey
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

a bucknell survey1
A Bucknell Survey

Question: What is your preferred source of Bucknell news/information?

a bucknell survey2
A Bucknell Survey

Question: To which type of annual giving communication would you most likely respond?

presidential invite results
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

fall annual fund solicitation
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

bison club solicitation
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

freshman hall challenge
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

calendar incentive email
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

bison club athletic email
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

print or email
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

how to start
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

graphic design
Graphic Design

Print and Electronic Design, Customer Service, Blast email, Print Management

print production
Print Production

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

copy center
Copy Center

Black and White and Color Copies, Electronic Document Submission, Postal Contract Station, Copier Fleet Management

mail services
Mail Services

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

student mail
Student Mail

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