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achieving more
with less

how the ku alumni association increased

open rates with fewer email sends

less segmentation =
lost opportunities

The KU Alumni Association consisted of paid alumni members and non-members who, although alumni, were not part of the paid organizational benefits.

KUAA was sending all email content, invitations and solicitations to all alumni -- regardless of membership status.

Yet the organization was sitting on mounds of constituent data. Degrees, donations, interest with the university, location, family life, etc.

Jayhawk, KU Alumni logo

the move to
data-driven email strategy

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send less,
engage more

When we overcame the heartburn of removing constituents who were straight up, not interested in hearing from us, we immediately improved our sending domain reputation (brownie points with Google) but we also curated a sending list of interested or highly engaged individuals.

Furthermore, creating personalized email products dependent on relevancy, timelines and interest helped to foster a trusting relationship with our constituents.

Open rates increased

22%

from

47%

to

Sending volume decreased

from

12M

to

7M

annually

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efficient, sustainable results

Contact

ready to chat?

We'll keep it casual

Tell me a little about your current relationship with email marketing, I'll follow up (in a non-salesy way) and we'll take it from there

I'm excited to meet you!

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