The Effectiveness of E-mail Updates as an Educational Delivery Method

The Effectiveness of E-mail Updates as an Educational Delivery Method
Aaron Ebata, Andrew Behnke, Sally Martin,Ellen Abell, & Leslie ForstadtJust In Time Parenting2009 eXtension National ConferenceOctober 22. 2009

The Just in Time Method

How does it work?
Based on a series of printed newsletters mailed to parents on a regular basis
Provides timely information relevant to their child when they need it
Counts on being shared
Based on 20 years of experience and evaluation that demonstrates effectiveness in promoting positive parenting

When yourchild is
You get
1 month newsletter
1 month old
2 months old
2 month newsletter
…
…
12 months old
12 month newsletter
Invitation to survey

The eXtension JITP Method

How does it work?
Monthly
eNewsletters
Monthly Email
Reminders
Subscribe
Invitation to
provide feedback
Online Survey

Newsletter: Web-based version

Newsletter: PDF version

How JITP uses Bronto

JITP E-mail notification
Allows automated message campaigns that can be directed to audience segments
Allows evaluating the success of campaigns
Allows the identification of best “customers”

Sent
E-mail Performance Statistics

Sent
delivered

Sent
delivery
Opened

Sent
delivery
Opening
Clicked

Sent
delivery
Opening
Click
Converted

Effectiveness of E-mail Reminders

Effectiveness of Email Reminders
Most of our emails are getting delivered
Less than half of our emails are being opened
If an email reminder is opened, most users will click on a link

Effectiveness of Survey Invitations

Effectiveness of Survey Invitations
All of our invitations are getting delivered
Less than a third are being opened
Even if an invitation is opened, very few users click on the link to take the survey

Average Email Campaign Statistics of MailChimp Customers by Industry

Effectiveness of JITP Campaigns

Factors influencing Statistics
Open rate
Messages may be getting caught in spam filter
Return address + subject line may not be compelling enough to open
Technical artifact > underestimation of open rate
Click rate
Content or design of message may not be compelling enough to convince parents to take the next step at that particular time

Improving E-mail Campaigns
Decrease “spamworthiness”
Better information for subscribers on how they can ensure delivery
Examine content and design of messages that may contribute to being flagged as spam
Revise content and design of messages
Evaluate return address and subject line
Design messages that encourage engagement (delight, fun) or offer incentives

Why bother?

E-mail Response + Survey Data
Test “dosage” model: does greater exposure (engagement) produce greater impact?
Target efforts: identify the type of parent who would most likely use and benefit from this this kind of program

What next?

ebata@illinois.edu