Office of Estate and Development, Office of Environmental Sustainability

Social Psychology in

Mass Emails

Office of Estate and Development, Office of Environmental Sustainability

Background

• Rights to mass email the entire school

• Measured website traffic through Google Analytics

– Measurement period: Jan to 4th May 2010

• “What you don’t measure , you can’t improve.” Jack Welch( Ex CEO of General Electric)

Office of Estate and Development, Office of Environmental Sustainability

Which of the following 3 has the highest traffic?

1. Joint Advisory on Double – sided print for student submission - Feb 24th 2010

2. IARU Fellowship/ Sustainability Navigator/ OMG campaign - March 29th 2010

– Fellowship = internship

– OMG campaign = freebies

– Sustainability Navigator = survey for environmentally concerned individuals

3. I am part of NUS community, Are U? – 23rd

April ( Exam Period)

Office of Estate and Development, Office of Environmental Sustainability

Office of Estate and Development, Office of Environmental Sustainability

Office of Estate and Development, Office of Environmental Sustainability

Office of Estate and Development, Office of Environmental Sustainability

Which of the following 3 has the highest traffic? GUESS!

1. Joint Advisory on Double – sided print for student submission - Feb 24th 2010

2. IARU Fellowship/ Sustainability Navigator/ OMG campaign - March 29th 2010

– Fellowship = internship

– OMG campaign = freebies

– Sustainability Navigator = survey for environmentally concerned individuals

3. I am part of NUS community, Are U? – 23rd

April ( Exam Period)

Office of Estate and Development, Office of Environmental Sustainability

For the period of Feb 8 to May 8

Office of Estate and Development, Office of Environmental Sustainability

Office of Estate and Development, Office of Environmental Sustainability

Page Views

1. Joint Advisory on Double – sided print for student submission - 864

2. IARU Fellowship/ Sustainability Navigator/ OMG campaign -1225

– Fellowship = internship - 560

– OMG campaign = freebies - 415

– Sustainability Navigator = survey for environmentally concerned individuals - 250

3. I am part of NUS community, Are U? – 1068

Office of Estate and Development, Office of Environmental Sustainability

Conclusion

Office of Estate and Development, Office of Environmental Sustainability

Social Psychology works

I am part of NUS community, Are U?

gets 1068 views despite having only 1 message sent during exam period.

As compared to

IARU Fellowship/ Sustainability Navigator/ OMG campaign with 1225 views

Combined from 3 messages.

Office of Estate and Development, Office of Environmental Sustainability

Still pathetic numbers

• Number of people on mailing list about 50,000

• About 4000 people have unsubscribed after offering .

Office of Estate and Development, Office of Environmental Sustainability

References

Office of Estate and Development, Office of Environmental Sustainability

Almost blatant copying

Office of Estate and Development, Office of Environmental Sustainability

People like to do what others do