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
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3. Today’s Discussion
‣ Year One
‣ Too Much Content and the Need to Personalize
‣ The Analytics
‣ Mobile Usage Calls for a Redesign
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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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33. Mobile Trends
‣ Mobile data 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
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46. January 2013
iPad
51.5%
open rate from the newly designed,
customized Echo
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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
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48. iPad
30.5%
click rate from the newly designed,
default Echo
2
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49. iPad
30.5%
click rate from the newly designed,
default Echo
29.5%
click rate from the newly designed,
default Echo
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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
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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
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54. Overall Success
‣ One, consistent message
‣ No more onslaught of micro messages
Insurance ‣ 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
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
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56. Questions?
For a copy of the presentation, visit:
mrg.us/ClemsonEmail
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57. Michele Cauley Matt McFadden
cauley@clemson.edu mmcfadden@MergeAgency.com
facebook.com/clemsonalumni facebook.com/mergeweb
@ClemsonAlumni @merge @mattmcfadden
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