EMAIL MARKETING + AUTOMATION

Achieving More with Less

How the KU Alumni Association increased open rates while cutting email volume nearly in half

Less Segmentation = Lost Opportunity

The KU Alumni Association served both paid alumni members and non-members — but you wouldn’t have known it from the email strategy. Every message (event invite, solicitation, announcement, you name it) went to everyone.

The catch? KUAA had robust constituent data at their fingertips — from degree types and giving history to location, life stage, and engagement level. We just weren’t using it.

The Shift to Data-Driven Email Strategy

List Cleanup

First, we said goodbye to folks who had never opened an email from us. Painful? Sure. Worth it? Absolutely.

Segmentation

We split lists based on real-life traits — like membership status, location, and university interests — to make sure content felt relevant.

Personalization

We rewrote messaging to match behavior and intent, creating email content that was genuinely helpful (and more likely to be opened).

Efficient, Sustainable Results

Open rates increased by 25% — to 47%
Annual sending volume dropped from 12M to 7M

Removing disengaged recipients immediately improved our sender reputation (hello, Gmail brownie points), but more importantly, it helped us build a list of alumni who wanted to hear from us.

By delivering the right message, at the right time, to the right people, we created email experiences that earned trust, sparked engagement, and reinforced member value.

Stronger reputation

Among alumni and inboxes alike

Increased engagement

With events, content, and member offerings

Boosted membership

By focusing energy where it counts — with people most likely to join and give