Here is a case study example from a recent campaign aimed at bringing alumni back into the school community portal where they can update their details and connect with other alumni.
Through EDUconnected, we were able to easily import our email list, setup a quick landing page, craft an initial email message, and track the results of every step.
To create the initial email, we wrote something simple that explains why we are contacting them, what we are planning to do with the alumni portal, all the exciting things coming up, and finally a call-to-action which was to click the link to the landing page where they can fill in their details to create their account.
We split the email database into two segments purely to run an initial test to a smaller group of users. Here are the results of the email campaign:
The important things to note here are the “open” and “click” statistics on the right hand side. “Open” is the percentage of users that actually viewed the email message and “Clicks” is the percentage of users that clicked a link in the message.
It’s important to know your “open rate” as that will tell you how effective your subject line is. These emails received an average 30% open rate which is quite good. In general, that number will go down the bigger your email database. Take note that “open rate” is never going to be 100% accurate. It can only be tracked if the user is viewing your email with a html email reader. If they have a plain-text reader, then the “open” won’t be tracked.
“Clicks” are the more accurate metric to take note of and ultimately the goal of the email. These emails received an average 11% click-through rate which means we are getting good initial response from alumni.
The Landing Page
We used a very specific and simple landing page for alumni. This was very easy to setup. Just select a template in EDUconnected, add a logo, headline, and web form to capture the visitors name and email address. The other benefit of EDUconnected is that it allows for social sign-on so alumni can click one button, and login with their Facebook, Twitter, Google+ etc. account making login so much easier.
Here’s the conversion results of the landing page:
87% conversion rate is amazing. That’s the benefit of having a specific landing page designed to do just one thing. One call-to-action and very simple input fields to not scare away the visitor. This page wasn’t cluttered with school news and events, menus, and hyperlinks to distract the user. It was very focused and the results were very positive.
Next Steps… Taking This Further
Here’s how to get even better results from this campaign and skyrocket alumni engagement. I’ve included the actual email and landing page screenshots below for you too.[pwal id=”75036737″ description=”Hidden Content… Help spread the word to view this content. We would really appreciate it. Click one of the buttons below and reveal how to take this campaign further for even better alumni engagement.”][/pwal]
Looking at the email results in more detail, you can see at the bottom of the screenshot below, there are links to view different users based on clicked, opened, unopened etc.
I would firstly target users who didn’t open the initial email, and see if I could get them to open an email with a different subject line.
A good strategy here is to write back to users who haven’t yet created an account in the portal, and use “social proof”. Talk about how great your response from the last email was. Thank users for connecting, sharing their stories, and highlight some of the benefits other users received from connecting to the portal. This will make them feel like they are missing out, and make them want to connect even more.
Secondly, I would target users who clicked a link in the email but didn’t create an account. For these users you could write back asking if they had trouble loading the page or creating an account, and again highlight the benefits other users received from connecting to the portal.
Here’s a look at the initial email. We included an image in this email to give a visual representation of the school, how it has changed, and also technically, you can add an “alt” description to images that will show if a user has images disabled. This motivates them to enable images to see the picture and will help give us more accurate “open rate” stats.
Here’s a look at the landing page for this campaign. You’ll notice it’s very simple, but converted really well. We used an impressive school campus background image which was consistent with the image in the email message, and a simple headline.
I hope you enjoyed this case study and viewing real world results from a real school campaign. If you would like to know more about EDUconnected or would like to speak to Mike about consulting, please email firstname.lastname@example.org.
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