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Give Them the Stories They Want. Increasing Engagement with Personalized Content
Give Them the Stories They Want.
Increasing Engagement with Personalized Content
Michele Cauley
Sr. Director of Marketing for
Development and Alumni Relations
Clemson University
Matt McFadden
Digital Strategist
Merge
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Today’s Discussion
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‣ Year One
‣ Too Much Content and the Need to Personalize
‣ The Analytics
‣ Mobile Usage Calls for a Redesign
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YEAR ONE
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Challenges
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‣ VIPs are saying "too many messages"
‣ They stopped reading
‣ Resources
‣ Data and list management
‣ Unreliable software and hardware
Challenges
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A New Way
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‣ Consolidating the messages
‣ After 8 tries, it was time to shift
‣ Initial successes
A New Way
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TOO MUCH CONTENT &
THE NEED TO PERSONALIZE
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A Good Thing Catches On
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The rest of the University jumps on board.
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Stories grow from 18 to sometimes 40 in months
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Stories grow from 18 to sometimes 40 in months
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Customizing Content
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Sending the same content to everyone
is old school thinking.
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Sending the same content to everyone
is old school thinking.
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Deliver customized content to your audiences.
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Deliver customized content to your audiences.
UNIVERSITYNEWS
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Deliver customized content to your audiences.
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FACULTY & STUDENTS
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Deliver customized content to your audiences.
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FACULTY & STUDENTS
ATHLETICS
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Deliver customized content to your audiences.
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ALUMNIUPDATES
FACULTY & STUDENTS
ATHLETICS
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Deliver customized content to your audiences.
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ALUMNIUPDATES
FACULTY & STUDENTS
EVENTS ATHLETICS
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INITIAL ANALYTICS
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2010 Opens / Clicks
16.5% Opened
31.7% Clicked
0.88% Bounced
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World View
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Custom vs Default Analytics
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+ 312 %Open Rate Increase
+ 35 %Click Rate Increase
from alumni who opted for the customized Echo
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Efforts to encourage alumni to customize newsletter
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MOBILE USAGE CALLS
FOR REDESIGN
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‣ 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
Mobile Trends
*sources: ComScore, Facebook, Cisco, and Pew
6.5%
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of all opens are on mobile devices
6.5% June 2010
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of all opens are on mobile devices
6.5%
of all opens are on mobile devices
42.5%
June 2010
January 2013
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Inspirations
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Inspirations
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Inspirations
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iPad
Before
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Beta 1
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Beta 2
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Beta 3
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Beta 3.5
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iPad
Beta 317
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iPad
Beta 317
51.5%
12.48%
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51.5% January 2013
open rate from the newly designed, customized Echo
12.48%
iPad
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51.5% January 2013
open rate from the newly designed, customized Echo
12.48% open rate from the newly designed, default Echo
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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51.5% open rate from the newly designed, customized Echo
open rate from the newly designed, default Echo
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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51.5% open rate from the newly designed, customized Echo
open rate from the newly designed, default Echo
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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OVERALL SUCCESS
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‣ One, consistent message
Overall Success
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75,000
70,000
65,000
60,000
55,000
Distribution List Growth
‣ One, consistent message
Overall Success
‣ No more onslaught of micro messages
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75,000
70,000
65,000
60,000
55,000
Distribution List Growth
‣ One, consistent message
Overall Success
‣ No more onslaught of micro messages
‣ Growth in list size
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‣ One, consistent message
Overall Success
‣ No more onslaught of micro messages
‣ Growth in list size
‣ Increased visibility for corporate
partners and advertisers
Insurance
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‣ One, consistent message
Overall Success
‣ No more onslaught of micro messages
‣ Growth in list size
‣ Increased visibility for corporate
partners and advertisers
‣ Increased and more accurate metricsOthers
Yahoo
Hotmail
Outlook
iOS Devices38%
23%
7%
6%
26%
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Questions?
For a copy of the presentation, visit:
mrg.us/ClemsonEmail
Michele Cauley
facebook.com/clemsonalumni
@ClemsonAlumni
Matt McFadden
facebook.com/mergeweb
@merge @mattmcfadden
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