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Clemson case-study-v4
- 1. Give Them theStories They Want. Increasing Engagement with Personalized Content
- 2. Michele Cauley Matt McFadden Sr. Director of Marketing for Digital Strategist Development and Alumni Relations Merge Clemson University A DIGITAL STRATEGY AGENCY
- 3. Today’s Discussion ‣ YearOne ‣ Too Much Content and the Need to Personalize ‣ The Analytics ‣ Mobile Usage Calls for a Redesign A DIGITAL AGENCY
- 4. YEAR ONE A DIGITAL AGENCY
- 5. Challenges A DIGITAL AGENCY
- 6. Challenges ‣ VIPs aresaying "too many messages" ‣ They stopped reading ‣ Resources ‣ Data and list management ‣ Unreliable software and hardware A DIGITAL AGENCY
- 7. A New Way A DIGITAL AGENCY
- 8.
- 9. A New Way ‣Consolidating the messages ‣ After 8 tries, it was time to shift ‣ Initial successes A DIGITAL AGENCY
- 10. TOO MUCH CONTENT& THE NEED TO PERSONALIZE A DIGITAL AGENCY
- 11. A Good ThingCatches On A DIGITAL AGENCY
- 12.
- 13. The rest ofthe University jumps on board. A DIGITAL AGENCY
- 14. Stories grow from18 to sometimes 40 in months A DIGITAL AGENCY
- 15. Stories grow from18 to sometimes 40 in months A DIGITAL AGENCY
- 16. Customizing Content A DIGITAL AGENCY
- 17.
- 18. Sending the samecontent to everyone is old school thinking. A DIGITAL AGENCY
- 19. Sending the samecontent to everyone is old school thinking. A DIGITAL AGENCY
- 20. Deliver customized contentto your audiences. A DIGITAL AGENCY
- 21. UNIVERSITY NEWS Deliver customized content to your audiences. A DIGITAL AGENCY
- 22. UNIVERSITY FACULTY & NEWS STUDENTS Deliver customized content to your audiences. A DIGITAL AGENCY
- 23. UNIVERSITY FACULTY & ATHLETICS NEWS STUDENTS Deliver customized content to your audiences. A DIGITAL AGENCY
- 24. UNIVERSITY ALUMNI FACULTY & ATHLETICS NEWS UPDATES STUDENTS Deliver customized content to your audiences. A DIGITAL AGENCY
- 25. UNIVERSITY ALUMNI FACULTY & EVENTS ATHLETICS NEWS UPDATES STUDENTS Deliver customized content to your audiences. A DIGITAL AGENCY
- 26. INITIAL ANALYTICS A DIGITAL AGENCY
- 27. 2010 Opens /Clicks 16.5% Opened 31.7% Clicked 0.88% Bounced A DIGITAL AGENCY
- 28. World View A DIGITAL AGENCY
- 29. Custom vs DefaultAnalytics A DIGITAL AGENCY
- 30. + 312 % Open Rate Increase + 35 % Click Rate Increase from alumni who opted for the customized Echo A DIGITAL AGENCY
- 31. Efforts to encouragealumni to customize newsletter A DIGITAL AGENCY
- 32. MOBILE USAGE CALLS FOR REDESIGN A DIGITAL AGENCY
- 33. Mobile Trends ‣ Mobiledata 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 *sources: ComScore, Facebook, Cisco, and Pew A DIGITAL AGENCY
- 34. June 2010 6.5% of allopens are on mobile devices A DIGITAL AGENCY
- 35. June 2010 6.5% of allopens are on mobile devices January 2013 42.5% of all opens are on mobile devices A DIGITAL AGENCY
- 36. Inspirations A DIGITAL AGENCY
- 37. Inspirations A DIGITAL AGENCY
- 38. Inspirations A DIGITAL AGENCY
- 39. iPad Before A DIGITAL AGENCY
- 40. Beta 1 A DIGITAL AGENCY
- 41. Beta 2 A DIGITAL AGENCY
- 42. Beta 3 A DIGITAL AGENCY
- 43. Beta 3.5 A DIGITAL AGENCY
- 44. iPad Beta 317 A DIGITAL AGENCY
- 45. iPad Beta 317 A DIGITAL AGENCY
- 46. January 2013 iPad 51.5% open rate from the newly designed, customized Echo A DIGITAL AGENCY
- 47. January 2013 iPad 51.5% open rate from the newly designed, customized Echo 12.48% open rate from the newly designed, 2 default Echo A DIGITAL AGENCY
- 48. iPad 30.5% click rate from the newly designed, default Echo 2 A DIGITAL AGENCY
- 49. iPad 30.5% click rate from the newly designed, default Echo 29.5% click rate from the newly designed, default Echo A DIGITAL AGENCY
- 50. OVERALL SUCCESS A DIGITAL AGENCY
- 51. Overall Success ‣ One,consistent message A DIGITAL AGENCY
- 52. Overall Success ‣ One, consistent message ‣ No more onslaught of micro messages Distribution List Growth 75,000 70,000 65,000 60,000 55,000 A DIGITAL AGENCY
- 53. Overall Success ‣ One, consistent message ‣ No more onslaught of micro messages Distribution List Growth ‣ Growth in list size 75,000 70,000 65,000 60,000 55,000 A DIGITAL AGENCY
- 54. Overall Success ‣ One, consistent message ‣ No more onslaught of micro messages Insurance ‣ Growth in list size ‣ Increased visibility for corporate partners and advertisers A DIGITAL AGENCY
- 55. Overall Success ‣ One, consistent message ‣ No more onslaught of micro messages 38% iOS Devices ‣ Growth in list size 23% Outlook 7% Hotmail ‣ Increased visibility for corporate 6% partners and advertisers Yahoo 26% Others ‣ Increased and more accurate metrics A DIGITAL AGENCY
- 56. Questions? For a copyof the presentation, visit: mrg.us/ClemsonEmail A DIGITAL AGENCY
- 57. Michele Cauley Matt McFadden cauley@clemson.edu mmcfadden@MergeAgency.com facebook.com/clemsonalumni facebook.com/mergeweb @ClemsonAlumni @merge @mattmcfadden A DIGITAL STRATEGY AGENCY