Broadcast Community. September 23, 2016
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1 Broadcast Community September 23, 2016
2 Why move away from Broadcast? Broadcast implies: the same to everyone, regardless of interest Our goal is to: be strategic in our planning segment s to relevant audiences provide an optimal constituent experience We do this this by: Staying up-to-date with best practices Continually testing and learning 2
3 What is impacted with the switch? s sent to will still reach us, but you will start to see new branding and our new address: A revamped site for University Marketing is being developed, but for now you can still find all of our resources at: 3
4 Today s Agenda Results from our recent survey Industry updates Recent test results and inspiration An introduction to deliverability Featured What s on the horizon? 4
5 Results from our recent survey Most interesting topic 1) marketing techniques/best practices 2) BBIS-specific info 3) What others around campus are doing Biggest challenge 1) Coding s 2) Using BBIS 3) strategy Preferred meeting format 1) Presentation style 2) Group share 3) Hands-on activity 5
6 New Gmail support for design available end of September Overview Gmail will support embedded CSS with classes and IDs which means: 1) No need to use inline CSS to style for Gmail (no longer needed for the major clients) 2) Gmail will support media queries and responsive design 3) Gmail will now be the most accessible client What s next? Enjoy Gmail catching up to today s standards! We will not be updating the brand templates at this time because not 100% of clients support embedded CSS yet. 6
7 University Marketing Android Gmail 6 iphone 6 ios9 7
8 What are others doing? Recent test results + inspiration 8
9 Connect News test Subject line Time of day 9
10 Connect News test results Type Mailing Sent Opens Clicks Open Rate Click Rate Click to Open Rate Open Rate Var Click Rate Var Click to Open Rate Var Control UNIV Connect Aug16 Subject Line A 2PM 112,469 18,391 1, % 0.98% 5.96% Test UNIV Connect Aug16 Subject Line B 2PM 112,480 15, % 0.67% 4.78% % % % Control UNIV Connect Aug16 Subject Line A 8PM 111,928 16, % 0.73% 4.84% -7.72% % % Test UNIV Connect Aug16 Subject Line B 8PM 111,929 17, % 0.66% 4.22% -3.74% % % Subject line test Control 224,397 35,281 1, % 0.85% 5.43% Test 224,409 33,268 1, % 0.66% 4.48% -5.71% % % Time of day test 2PM 224,949 34,040 1, % 0.82% 5.42% 8PM 223,857 34,509 1, % 0.70% 4.52% 1.87% % % Subject Line Test -5.71% open rate variance Time of Day Test 1.87% open rate variance 10
11 University Marketing Alumni Magazine test Without buttons (control) With buttons (test) 11
12 Alumni Magazine test results Type Mailing Sent Opens Clicks Open Rate Click Rate Click to Open Rate Open Rate Var Click Rate Var Click to Open Rate Var Control AA OSAM SO16 Test 1 (no buttons) 179,467 28,620 4, % 2.63% 16.48% Test AA OSAM SO16 Test 2 180,052 27,793 4, % 2.65% 17.15% -3.21% 0.75% 4.09% CTA Test 4.09% click to open rate variance 12
13 Intro to deliverability 13
14 Deliverability 101 Deliverability is the ability to get s to your recipients inbox (and not sent to spam or blocked) Things that impact deliverability: Reputation - Authentication: DKIM, DNS - Whitelist/blacklist Engagement - Recipient opens/clicks - This is spam/this is not spam buttons List management - Hard bounces - Spamtraps 14
15 State of deliverability at Ohio State 15
16 A likely culprit: non-openers 375,000 19% 300, ,000 10% 9% 11% 62% 150,000 75, % Alumni 12% 10% 5% 11% Donors & Friends Less than 90 days Days Days 366+ Days Never Opened 16
17 Potential deliverability concern: top external ISPs have a high % of address that have never opened 42% 41% 39% 28% gmail.com yahoo.com aol.com hotmail.com 17
18 Next steps to improve deliverability 1. Begin tracking date address was added to our file 2. Explore re-engagement campaign for inactive addresses 3. Ultimately will need to remove dormant addresses Also make sure that when you request your Alumni/Donor lists from 2tech that you request the proper exclusions sending to those that have opted out is not only illegal, but it can hurt our deliverability. 18
19 Featured s 19
20 University Marketing Featured BEC Submit your best! Our recent favorites: 20
21 What s on the horizon? 21
22 Thank you! Please don t hesitate to reach out with feedback or questions at marketing@osu.edu 22
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