The document discusses Clemson University's efforts to improve engagement with alumni through personalized email content. It describes challenges with sending too many messages and unreliable software. Clemson started customizing stories for different audiences, which increased open and click rates significantly compared to default content. A redesign was also needed for the growing number of mobile users accessing emails. Through testing various mobile-friendly designs, open rates improved greatly. In the end, Clemson saw overall success through a consistent personalized message, growth in subscribers, and increased visibility for partners.

1. Give Them the Stories 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

3. Today’s Discussion
Much Content and the Need to PersonalizeThe AnalyticsMobile Usage Calls for a Redesign
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4. YEAR ONE
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5. Challenges
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6. Challenges
‣ VIPs are saying "too many messages"
‣ They stopped reading
‣ Resources
‣ Data and list management
‣ Unreliable software and hardware
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7. A New Way
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9. A New Way
‣ Consolidating the messages
‣ After 8 tries, it was time to shift
‣ Initial successes
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10. TOO MUCH CONTENT &
THE NEED TO PERSONALIZE
THE NEED TO PERSONALIZE
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11. A Good Thing Catches On
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13. The rest of the University
jumps on board.
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14. Stories grow from 18 to
sometimes 40 in months
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15. Stories grow from 18 to
sometimes 40 in months
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16. Customizing Content
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18. Sending the same content to everyone
is old school thinking.
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19. Sending the same content to everyone
is old school thinking.
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20. Deliver customized content to your audiences.
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21. UNIVERSITY
NEWS
Deliver customized content to your audiences.
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22. UNIVERSITY FACULTY &
NEWS STUDENTS
Deliver customized content to your audiences.
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23. UNIVERSITY FACULTY &
ATHLETICS
NEWS STUDENTS
Deliver customized content to your audiences.
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24. UNIVERSITY ALUMNI FACULTY &
ATHLETICS
NEWS UPDATES STUDENTS
Deliver customized content to your audiences.
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25. UNIVERSITY ALUMNI FACULTY &
EVENTS ATHLETICS
NEWS UPDATES STUDENTS
Deliver customized content to your audiences.
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26. INITIAL ANALYTICS
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27. 2010 Opens / Clicks
16.5% Opened
31.7% Clicked
0.88% Bounced
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28. World View
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29. Custom vs Default Analytics
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30. + 312 % + 35 %
Open Rate Increase Click Rate Increase
from alumni who opted for the customized Echo
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31. Efforts to encourage alumni
to customize newsletter
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32. MOBILE USAGE CALLS
FOR REDESIGN
FOR REDESIGN
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33. Mobile Trends
‣ Mobile data usage grew 70% in 2012Facebook mobile daily users exceed
desktop for the first time45% of American adults own a smartphone, up
from 35% in May 201176% of Americans consume emails on their
phones
*sources: ComScore, Facebook, Cisco, and Pew
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34. June 2010
6.5%
of all opens are on mobile devices
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35. June 2010
6.5%
of all opens are on mobile devices
January 2013
42.5%
of all opens are on mobile devices
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36. Inspirations
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37. Inspirations
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38. Inspirations
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39. Before
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40. Beta 1
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41. Beta 2
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42. Beta 3
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43. Beta 3.5
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44. Beta 317
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45. Beta 317
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46. January 2013
51.5%
open rate from the newly designed,
customized Echo
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47. January 2013
51.5%
open rate from the newly designed,
customized Echo
12.48%
open rate from the newly designed,
2
c
d
default Echo
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48. 30.5%
click rate from the newly designed,
default Echo
2
c
d
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49. 30.5%
click rate from the newly designed,
default Echo
29.5%
click rate from the newly designed,
default Echo
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50. OVERALL SUCCESS
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51. Overall Success
‣ One, consistent message
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52. Overall Success
‣ One, consistent message
‣ No more onslaught of micro messages
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53. Overall Success
‣ One, consistent message
‣ No more onslaught of micro messages
‣ Growth in list size
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54. Overall Success
‣ One, consistent message
‣ No more onslaught of micro messages
‣ Growth in list size
‣ Increased visibility for corporate
partners and advertisers
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55. Overall Success
‣ One, consistent message
‣ No more onslaught of micro messages
‣ Growth in list size
‣ Increased visibility for corporate
partners and advertisers
‣ Increased and more accurate metrics
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56. Questions?
For a copy of the presentation, visit:
mrg.us/ClemsonEmail
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57. Matt McFadden
Michele Cauley
mmcfadden@MergeAgency.com
cauley@clemson.edu
facebook.com/clemsonalumni facebook.com/mergeweb
@ClemsonAlumni
@merge @mattmcfadden