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Increasing Your Email Marketing Impact

Cheshire Academy

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Meet your presenters

#BBK12UC

Stacy Jagodowski

Director of Strategic Marketing and Communications

203-439-7328

stacy.jagodowski@cheshireacademy.org

@stacyjago

​

Caitlin V. Garzi

Associate Director of Digital Marketing & Communications

203-439-7235

caitlin.garzi@cheshireacademy.org

@cayg118

​

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Measuring Impact

What does “success” mean?�

  1. Know your starting point.
  2. Know your school.
  3. Know your goals.

#BBK12UC

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Know Your Starting Point

On-Message → Communication → Pushpage→ Pushpage Jobs→ Click “Scheduled Date” and select a range.

#BBK12UC

Stats from 12/2012

Quick Tip:

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Know Your Starting Point

Compare apples to apples.

#BBK12UC

Stats from 12/2012

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Starting Point

Right Now

#BBK12UC

11/2013

4/2015

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#BBK12UC

Impact

​

​

Starting Point:

Open Rate: 20%

Click Through Rate: 1.4%

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Right Now:

Open Rate: 50%

Click Through Rate: 7%

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Know Your

#BBK12UC

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#BBK12UC

Junior Day School (PK-8)

Boarding/Day High School (8-PG)

Students not included in audience

Student included in audience

Most parents greatly involved in day to day

Limited parents involved in day to day

All faculty expected to read

All faculty expected to read

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Usabilla on Twitter: "Design vs User Experience [via @benkimediyorum] #ux #webdesign http://t.co/OIaXBVAl5E"

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ASK YOUR READERS WHAT THEY WANT

#BBK12UC

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Click or Scroll?

Previews or Details?

Text or Images?

Topics to cover?

#BBK12UC

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#BBK12UC

Junior Day School (PK-8)

Audience wanted a lot of detailed information at a glance

Audience did not want to click to access information

Calendar considered vital information - two weeks at a time

Enforced the DEN as primary source of information

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Check in with your readers for satisfaction rates

#BBK12UC

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Click or Scroll?

Previews or Details?

Text or Images?

Topics to cover?

#BBK12UC

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#BBK12UC

Junior Day School (PK-8)

CHANGE: Audience wanted LESS detailed information at a glance

CHANGE: Preferred combo of previews and clicking over just scrolling to access information

Head Messages were considered a top priority; #1 read component of eNews

Enforced the DEN as primary source of information

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Know your true FAMILY read-rate

Quick Tip:

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Know Your Goals

Prospective Students

Get readers to:

  1. Request information
  2. Apply
  3. Finish their application
  4. Enroll in the school.

Measure:

  1. Click rates on links to your inquire and apply forms
  2. Conversions: how many people actually submit the apply form from your application page?

Alumni + Past Parents

Get readers to:

  1. Respond
  2. Give a gift
  3. Read a news story
  4. Visit the website

Measure:

  1. Responses
  2. Gifts
  3. Giving Page traffic
  4. Clicks on news stories

#BBK12UC

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Increasing Impact

#BBK12UC

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Increase Impact: Clicks

Prospective Students

Get readers to:

  • Request information
  • Apply
  • Finish their application
  • Enroll in the school.

Measure:

  • Click rates on links to your inquire and apply forms
  • Conversions: how many people actually submit the apply form from your application page?

#BBK12UC

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Increase Impact: Clicks

Prospective Students

Get readers to:

  • Request information
  • Apply
  • Finish their application
  • Enroll in the school.

Measure:

  • Click rates on links to your inquire and apply forms
  • Conversions: how many people actually submit the apply form from your application page?

#BBK12UC

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Increase Impact: Clicks

#BBK12UC

100% of clicks went to the giving page.

Traffic to giving page increased by 400%

Actual online gifts increased by over 500%

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Increase Impact: Mobile Friendly

Starting Point

Right Now

#BBK12UC

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Increase Impact:

Mobile Friendly

​

Design a mobile-friendly newsletter

  1. Visual cues
  2. Larger Fonts
  3. Colorful photos
  4. .Gifs
  5. Two column design

#BBK12UC

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Increase Impact:

Mobile Friendly

​

Design a mobile-friendly newsletter

  • Visual cues
  • Larger Fonts
  • Colorful photos
  • Two column design

#BBK12UC

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Increase Impact:

Mobile Friendly

​

​

#BBK12UC

​

Quick Tip: Pushpage2010 went responsive this month.

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Increase Impact: Opens

In May, 70% of students opened the CATalog.

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What we tested:

  1. Sending time
  2. Subject lines
  3. Sending days
  4. Content
  5. Design

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What we learned:

  1. Later is better
  2. Subject doesn’t matter
  3. Twice a week
  4. Personal, partially written by students, photos
  5. Mobile friendly, clean

#BBK12UC

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Increase Impact: Open Rate

Starting Point

Right Now

#BBK12UC

Subject: Support Cheshire Academy

Opens: 17%

Clicks: 0.65%

Subject: Start the year with a gift

Opens: 27%

Clicks: 0.9%

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Increase Impact: Open Rate

#BBK12UC

Content Calendar

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Contact your presenters

#BBK12UC

Stacy Jagodowski

Director of Strategic Marketing and Communications

203-439-7328

stacy.jagodowski@cheshireacademy.org

@stacyjago

​

Caitlin V. Garzi

Associate Director of Digital Marketing & Communications

203-439-7235

caitlin.garzi@cheshireacademy.org

@cayg118

​