clemson case-study-v4
TRANSCRIPT
Give Them the Stories They Want.Increasing Engagement with Personalized Content
Michele CauleySr. Director of Marketing for
Development and Alumni Relations
Clemson University
Matt McFaddenDigital Strategist
Merge
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Today’s Discussion
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‣ Year OneToo Much Content and the Need to PersonalizeThe AnalyticsMobile Usage Calls for a Redesign
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YEAR ONE
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Challenges
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‣ VIPs are saying "too many messages"
‣ They stopped reading
‣ Resources
‣ Data and list management
‣ Unreliable software and hardware
Challenges
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A New Way
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‣ Consolidating the messages
‣ After 8 tries, it was time to shift
‣ Initial successes
A New Way
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TOO MUCH CONTENT &
THE NEED TO PERSONALIZE
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A Good Thing Catches On
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The rest of the University jumps on board.
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Stories grow from 18 to sometimes 40 in months
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Stories grow from 18 to sometimes 40 in months
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Customizing Content
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Sending the same content to everyone
is old school thinking.
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Sending the same content to everyone
is old school thinking.
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Deliver customized content to your audiences.
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Deliver customized content to your audiences.
UNIVERSITYNEWS
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Deliver customized content to your audiences.
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FACULTY & STUDENTS
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Deliver customized content to your audiences.
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FACULTY & STUDENTS
ATHLETICS
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Deliver customized content to your audiences.
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ALUMNIUPDATES
FACULTY & STUDENTS
ATHLETICS
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Deliver customized content to your audiences.
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ALUMNIUPDATES
FACULTY & STUDENTS
EVENTS ATHLETICS
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INITIAL ANALYTICS
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2010 Opens / Clicks
16.5% Opened
31.7% Clicked
0.88% Bounced
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World View
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Custom vs Default Analytics
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+ 312 %Open Rate Increase
+ 35 %Click Rate Increase
from alumni who opted for the customized Echo
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Efforts to encourage alumni to customize newsletter
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MOBILE USAGE CALLS
FOR REDESIGN
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‣ Mobile data usage grew 70% in 2012Facebook mobile daily
users exceed desktop for the first time45% of American
adults own a smartphone, up from 35% in May 201176% of
Americans consume emails on their phones
Mobile Trends
*sources: ComScore, Facebook, Cisco, and Pew
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of all opens are on mobile devices
6.5% June 2010
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of all opens are on mobile devices
6.5%
of all opens are on mobile devices42.5%
June 2010
January 2013
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Inspirations
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Inspirations
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Inspirations
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Before
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Beta 1
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Beta 2
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Beta 3
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Beta 3.5
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Beta 317
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Beta 317
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51.5% January 2013
open rate from the newly designed, customized Echo
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51.5% January 2013
open rate from the newly designed, customized Echo
12.48% open rate from the newly designed, default Echo
30.5%
29.5% click rate from the newly designed, default Echo
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open rate from the newly designed, customized Echo
open rate from the newly designed, default Echo
30.5% click rate from the newly designed, default Echo
29.5% click rate from the newly designed, default Echo
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open rate from the newly designed, customized Echo
open rate from the newly designed, default Echo
30.5% click rate from the newly designed, default Echo
29.5% click rate from the newly designed, default Echo
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OVERALL SUCCESS
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‣ One, consistent message
Overall Success
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‣ One, consistent message
Overall Success
‣ No more onslaught of micro messages
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‣ One, consistent message
Overall Success
‣ No more onslaught of micro messages
‣ Growth in list size
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‣ One, consistent message
Overall Success
‣ No more onslaught of micro messages
‣ Growth in list size‣ Increased visibility for
corporate partners and advertisers
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‣ One, consistent message
Overall Success
‣ No more onslaught of micro messages
‣ Growth in list size‣ Increased visibility for
corporate partners and advertisers
‣ Increased and more accurate metrics
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Questions?
For a copy of the presentation, visit:
mrg.us/ClemsonEmail
Michele [email protected]
facebook.com/clemsonalumni
@ClemsonAlumni
Matt [email protected]
m
facebook.com/mergeweb
@merge
@mattmcfadden