Exact Target Email Campaign

Objective of Campaign• To increase the awareness of

NIU’s 2/14 Memorial Scholarship fund.

• To increase the donation rate towards the Memorial Scholarship fund through email.

• Email was launched on January 19th, 2010.

Results of Campaign• 88 emails sent, 74 emails successfully delivered• Delivery Rate: 84.09%• Hard Bounces: 14• Forwards to Friends: 0• Open Rate:

Areas for Improvement • Could have experimented more with the

subject line to compare success rates:– Resend emails with a more personalized heading

sent to those who did not open their emails. – A/B Split Testing– Golden Triangle

• Landing in the Spam box?