You Should Click on This
- 1. You Should Click on This. Joe McGonegal | MIT Alumni Association
- 2. Infinite Connection58% Classes1% Clubs/Groups39% Parents Affinity Groups FY14: 12.8M emails MIT Alumni Association Connecting alumni to one another and to MIT. •130,431 living alumni •77% with email address •FY14: 61,513 unique alum clickers
- 3. Alumni Relations Programs20% Annual Fund9% Special Institute Offerings12% Tech Connection15% Infinite Connection: 7.4M emails Alumni Association Announcements Alumni Association Volunteer Programs Alumni Relations Programs Annual Fund Athletics Donor Relations FSILGs General Information Institute Announcements School of Architecture and Planning School of Engineering School of Humanities, Arts, and Sciences School of Science Sloan School of Management Special Institute Offerings Strategic Initiatives Student News Student-Affiliated Groups Tech Connection Tech Reunions Travel Program
- 11. Sent: 416 Opened: 406 Clicks: 391
- 17. Sent: ~30k Opened: 33% Clicks: 14%
- 18. Sent: ~82k Opened: 29% Clicks: 8%
- 21. 0 5 10 15 20 25 30 Sloan MIT10 Superclicker Locals ALC 2014: Segmented blasts Unique CTR Conversion rate (reg/clicks)
- 22. Sent: 1.1M Opened: 30% Clicks: 20%
- 24. 49.15 0.00 10.00 20.00 30.00 40.00 50.00 60.00 GSE alumni: top stories in Tech Connection, FY14
- 25. 0 50 100 150 200 250 300 350 TC: May 2014 split-test of 3 link-only ("short") sections Long Short
- 27. 14 other email metrics worth tracking •New openers/clickers •Devicetraffic •Time/day •“Superclicker” behaviors •Text vs. image/button clickers •Email audits—quantity per wk/month •Linktype performance •Subject line score •Click distribution across head/body/foot •Top ESPs •0-click/action emails •Long tail of clicks •Subject line keywords •Social clicks/view in browser 10 email split-testsfor beginners •Fromfield: person v. person + title •Lead image: faces vs. landscape/research •Subject line: question vs. statement •Preheader: call to action vs. expository •Button vs. link text •Mirror web navlinks in head/footer •Fontsize •Button/linkcolors •CTA language: click/see/view •Crowdsourcedvs. non-content
- 34. Email resources: Subjectline.com: http://subjectline.com Litmus: subject-line, mobile testing: http://www.litmus.com Best-of email designs: http://www.pinterest.com/movableink/ Buttons.cm: http://buttons.cm/ Responsive email design guide: https://www.campaignmonitor.com/guides/mobile/ MarketingSherpaEmail Summit: http://www.meclabs.com/training/marketing-summit/email- summit-2015/ Useful Email blogs: http://www.marketingprofs.com/marketing/library/17/email-marketing https://litmus.com/blog/ http://blog.mailchimp.com/ http://www.verticalresponse.com/blog/ https://www.emailonacid.com/bloghttp://blog.hubspot.com/insiders/topic/inbound-marketing http://sherpablog.marketingsherpa.com/ http://blog.case.org/tag/casesmc/ https://plus.google.com/u/0/communities/111942944834056981113?cfem=1