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The Effectiveness of E-mail Updates as an Educational Delivery Method
- 1. 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
- 3. The Just in Time Method
- 4. 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
- 5. 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
- 6. The eXtension JITP Method
- 7. How does it work? Monthly eNewsletters Monthly Email Reminders Subscribe Invitation to provide feedback Online Survey
- 11. How JITP uses Bronto
- 12. 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”
- 13. Sent E-mail Performance Statistics
- 14. Sent delivered E-mail Performance Statistics
- 15. Sent delivery E-mail Performance Statistics Opened
- 16. Sent delivery E-mail Performance Statistics Opening Clicked
- 17. Sent delivery E-mail Performance Statistics Opening Click Converted
- 19. Effectiveness of E-mail Reminders
- 20. Effectiveness of E-mail Reminders
- 21. Effectiveness of E-mail Reminders
- 22. Effectiveness of E-mail Reminders
- 23. 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
- 24. Effectiveness of Survey Invitations
- 25. Effectiveness of Survey Invitations
- 26. Effectiveness of Survey Invitations
- 27. 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
- 28. Average Email Campaign Statistics of MailChimp Customers by Industry
- 29. Effectiveness of JITP Campaigns
- 30. 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
- 31. 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
- 32. Why bother?
- 33. 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
- 34. What next?
Editor's Notes
- See old presenataion
- Subscribe to newsletters by providing email address and child’s birth dateGet monthly email reminders with links to age-appropriate contentGet invitation to provide feedback after 12 months
- What does this tell us about particular audiences