clemson case-study-v4
TRANSCRIPT
Michele Cauley
Sr. Director of Marketing for
Development and Alumni Relations
Clemson University
Matt McFadden
Digital Strategist
Merge
A DIGITAL STRATEGY AGENCY
A DIGITAL AGENCY
Today’s Discussion
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‣ Year One
‣ Too Much Content and the Need to Personalize
‣ The Analytics
‣ Mobile Usage Calls for a Redesign
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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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‣ Consolidating the messages
‣ After 8 tries, it was time to shift
‣ Initial successes
A New Way
Deliver customized content to your audiences.
UNIVERSITYNEWS
FACULTY & STUDENTS
ATHLETICS
A DIGITAL AGENCY
Deliver customized content to your audiences.
UNIVERSITYNEWS
ALUMNIUPDATES
FACULTY & STUDENTS
ATHLETICS
A DIGITAL AGENCY
Deliver customized content to your audiences.
UNIVERSITYNEWS
ALUMNIUPDATES
FACULTY & STUDENTS
EVENTS ATHLETICS
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+ 312 %Open Rate Increase
+ 35 %Click Rate Increase
from alumni who opted for the customized Echo
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‣ Mobile data usage grew 70% in 2012
‣ Facebook mobile daily users exceed desktop for the first time
‣ 45% of American adults own a smartphone, up from 35% in May 2011
‣ 76% of Americans consume emails on their phones
Mobile Trends
*sources: ComScore, Facebook, Cisco, and Pew
6.5%
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of all opens are on mobile devices
6.5%
of all opens are on mobile devices
42.5%
June 2010
January 2013
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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
iPad 30.5% click rate from the newly designed, default Echo
29.5% click rate from the newly designed, default Echo
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51.5% open rate from the newly designed, customized Echo
open rate from the newly designed, default Echo
iPad 30.5% click rate from the newly designed, default Echo
29.5% click rate from the newly designed, default Echo
A DIGITAL AGENCY
51.5% open rate from the newly designed, customized Echo
open rate from the newly designed, default Echo
iPad 30.5% click rate from the newly designed, default Echo
29.5% click rate from the newly designed, default Echo
A DIGITAL AGENCY
75,000
70,000
65,000
60,000
55,000
Distribution List Growth
‣ One, consistent message
Overall Success
‣ No more onslaught of micro messages
A DIGITAL AGENCY
75,000
70,000
65,000
60,000
55,000
Distribution List Growth
‣ One, consistent message
Overall Success
‣ No more onslaught of micro messages
‣ Growth in list size
A DIGITAL AGENCY
‣ One, consistent message
Overall Success
‣ No more onslaught of micro messages
‣ Growth in list size
‣ Increased visibility for corporate
partners and advertisers
Insurance
A DIGITAL AGENCY
‣ 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 metricsOthers
Yahoo
Hotmail
Outlook
iOS Devices38%
23%
7%
6%
26%
Michele Cauley
facebook.com/clemsonalumni
@ClemsonAlumni
Matt McFadden
facebook.com/mergeweb
@merge @mattmcfadden
A DIGITAL STRATEGY AGENCY