The Effectiveness of E-mail Updates as an Educational Delivery Method<br />Aaron Ebata, Andrew Behnke, Sally Martin,Ellen ...
The Just in Time Method<br />
How does it work?<br />Based on a series of printed newsletters mailed to parents on a regular basis<br />Provides timely ...
When yourchild is<br />You get<br />1 month newsletter<br />1 month old<br />2 months old<br />2 month newsletter<br />…<b...
The eXtension JITP Method<br />
How does it work?<br />Monthly <br />eNewsletters<br />Monthly Email<br />Reminders<br />Subscribe<br />Invitation to<br /...
Newsletter: Web-based version<br />
Newsletter: PDF version<br />
How JITP uses Bronto<br />
JITP E-mail notification<br />Allows automated message campaigns that can be directed to audience segments<br />Allows eva...
Sent<br />E-mail Performance Statistics<br />
Sent<br />delivered<br />E-mail Performance Statistics<br />
Sent<br />delivery<br />E-mail Performance Statistics<br />Opened<br />
Sent<br />delivery<br />E-mail Performance Statistics<br />Opening<br />Clicked<br />
Sent<br />delivery<br />E-mail Performance Statistics<br />Opening<br />Click<br />Converted<br />
Effectiveness of E-mail Reminders<br />
Effectiveness of E-mail Reminders<br />
Effectiveness of E-mail Reminders<br />
Effectiveness of E-mail Reminders<br />
Effectiveness of Email Reminders<br />Most of our emails are getting delivered<br />Less than half of our emails are being...
Effectiveness of Survey Invitations<br />
Effectiveness of Survey Invitations<br />
Effectiveness of Survey Invitations<br />
Effectiveness of Survey Invitations<br />All of our invitations are getting delivered<br />Less than a third are being ope...
Average Email Campaign Statistics of MailChimp Customers by Industry<br />
Effectiveness of JITP Campaigns<br />
Factors influencing Statistics<br />Open rate<br />Messages may be getting caught in spam filter<br />Return address + sub...
Improving E-mail Campaigns<br />Decrease “spamworthiness”<br />Better information for subscribers on how they can ensure d...
Why  bother?<br />
E-mail Response + Survey Data<br />Test “dosage” model: does greater exposure (engagement) produce greater impact?<br />Ta...
What next?<br />
ebata@illinois.edu<br />
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The Effectiveness of E-mail Updates as an Educational Delivery Method

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Summarizes the use and evaluation of e-mail messages as part of an educational strategy: adapting age-paced "just-in-time" parenting newsletters for online distribution.

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

  1. 1. The Effectiveness of E-mail Updates as an Educational Delivery Method<br />Aaron Ebata, Andrew Behnke, Sally Martin,Ellen Abell, & Leslie ForstadtJust In Time Parenting2009 eXtension National ConferenceOctober 22. 2009<br />
  2. 2.
  3. 3. The Just in Time Method<br />
  4. 4. How does it work?<br />Based on a series of printed newsletters mailed to parents on a regular basis<br />Provides timely information relevant to their child when they need it<br />Counts on being shared<br />Based on 20 years of experience and evaluation that demonstrates effectiveness in promoting positive parenting<br />
  5. 5. When yourchild is<br />You get<br />1 month newsletter<br />1 month old<br />2 months old<br />2 month newsletter<br />…<br />…<br />12 months old<br />12 month newsletter<br />Invitation to survey<br />
  6. 6. The eXtension JITP Method<br />
  7. 7. How does it work?<br />Monthly <br />eNewsletters<br />Monthly Email<br />Reminders<br />Subscribe<br />Invitation to<br />provide feedback<br />Online Survey<br />
  8. 8.
  9. 9. Newsletter: Web-based version<br />
  10. 10. Newsletter: PDF version<br />
  11. 11. How JITP uses Bronto<br />
  12. 12. JITP E-mail notification<br />Allows automated message campaigns that can be directed to audience segments<br />Allows evaluating the success of campaigns<br />Allows the identification of best “customers”<br />
  13. 13. Sent<br />E-mail Performance Statistics<br />
  14. 14. Sent<br />delivered<br />E-mail Performance Statistics<br />
  15. 15. Sent<br />delivery<br />E-mail Performance Statistics<br />Opened<br />
  16. 16. Sent<br />delivery<br />E-mail Performance Statistics<br />Opening<br />Clicked<br />
  17. 17. Sent<br />delivery<br />E-mail Performance Statistics<br />Opening<br />Click<br />Converted<br />
  18. 18.
  19. 19. Effectiveness of E-mail Reminders<br />
  20. 20. Effectiveness of E-mail Reminders<br />
  21. 21. Effectiveness of E-mail Reminders<br />
  22. 22. Effectiveness of E-mail Reminders<br />
  23. 23. Effectiveness of Email Reminders<br />Most of our emails are getting delivered<br />Less than half of our emails are being opened<br />If an email reminder is opened, most users will click on a link<br />
  24. 24. Effectiveness of Survey Invitations<br />
  25. 25. Effectiveness of Survey Invitations<br />
  26. 26. Effectiveness of Survey Invitations<br />
  27. 27. Effectiveness of Survey Invitations<br />All of our invitations are getting delivered<br />Less than a third are being opened<br />Even if an invitation is opened, very few users click on the link to take the survey<br />
  28. 28. Average Email Campaign Statistics of MailChimp Customers by Industry<br />
  29. 29. Effectiveness of JITP Campaigns<br />
  30. 30. Factors influencing Statistics<br />Open rate<br />Messages may be getting caught in spam filter<br />Return address + subject line may not be compelling enough to open<br />Technical artifact &gt; underestimation of open rate<br />Click rate<br />Content or design of message may not be compelling enough to convince parents to take the next step at that particular time<br />
  31. 31. Improving E-mail Campaigns<br />Decrease “spamworthiness”<br />Better information for subscribers on how they can ensure delivery<br />Examine content and design of messages that may contribute to being flagged as spam<br />Revise content and design of messages<br />Evaluate return address and subject line<br />Design messages that encourage engagement (delight, fun) or offer incentives<br />
  32. 32. Why bother?<br />
  33. 33. E-mail Response + Survey Data<br />Test “dosage” model: does greater exposure (engagement) produce greater impact?<br />Target efforts: identify the type of parent who would most likely use and benefit from this this kind of program<br />
  34. 34. What next?<br />
  35. 35. ebata@illinois.edu<br />

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