Category : Marketing
Hey… will you please put this fundraiser, sales pitch, newsletter, event notification, budget update, chancellor’s update, (insert whatever type of message you have for alums here) into an email and send it to our entire alumni base?
Let me first give some rationale for our typical response to this type of request. Based on market research of our alums, Alumni Affairs has set a communication schedule to accommodate the preferences of this target audience. Surveys of our alums indicate that they prefer to receive electronic communications from WCU on a monthly basis. Higher frequency of emails generally result in increased numbers of people unsubscribing from the entire database. Once they unsubscribe, we cannot send them any more messages from the university.
In light of this fact, and given the number of requests that the Alumni Director receives to send single emails to alums from units, departments, and divisions across campus, Alumni Affairs has created a vehicle that allows most university units to communicate their messages, on a monthly basis, to this target audience, in a way that resonates and enhances the alumni experience.
This monthly e-newsletter, Purple Pride, is completely customized to send to each alum information and messaging that is relevant on a personal level. So each month, each alum receives news of alumni happenings, big university news, Catamount Sports promotions, merged in messages from their particular college or department and class year, and other targeted messaging that might need to go to any specific group (based on geographic area, ethnicity, etc.) We have found that this personalized approach has increased open and click-through rates and decreased the number of unsubscribes received each month from our alums.
Each month, there is opportunity to send appropriate messages to your targeted alumni segment. We typically include a short blurb or captivating headline with direct links to the full content that you have placed on your website. Each month, we monitor the metrics, making note of the types of content with which alums mostly interact.
The system not only enables us to assess how well the emails are working and ensure a positive experience for all our alums, but it also helps us to maintain the email database and automatically manage subscribes and unsubscribes to keep us compliant with the anti-spam laws. Your message content becomes part of a coherent e-newsletter without you having to develop the entire thing, and we are able to manage all the database functions for you.
It’s a win-win-win situation. If you have content that you think is relevant to any segment of the alumni base, please contact the Alumni Affairs office and ask to have it included in the next issue.