Take Your Blue Email Notifications to the Next Level
- 1. Take Your Blue Email Notifications
to the Next Level
Gaurav Gupta
Virginia Commonwealth University
- 2. About Virginia Commonwealth University
Urban university with two campuses
13 schools and one college
31,000 students
17,500 courses per year
6% short courses
- 3. History of course evaluation at VCU
Paper and pencil
evaluations until 2009
Switched to Online
evaluations in 2009
Switched to Blue
in 2013
- 14. E-mail remains a significantly more effective way
to acquire customers than social media – nearly
40 times that of Facebook and Twitter
combined.”
- McKinsey & Company
Source: http://www.mckinsey.com/insights/marketing_sales/why_marketers_should_keep_sending_you_emails
“
- 15. After trying for a few semesters we stopped
using posters, postcards, Twitter, Facebook,
campus TV and raffle prizes
- 18. Emails to students include
Introduction
List of open evaluations and their due dates
Link to evaluation forms
Importance of their feedback and how it will be
used
Confidentiality
Contact information
Unsubscribe link
- 19. Emails to faculty include
Introduction
List of evaluations
Start and end dates, report availability
Link to check response rates
How to improve response rate and get better
feedback
Contact information
Unsubscribe link
- 21. A/B testing basics
Create two versions of an email
Divide email recipients into two groups
Send different versions of email to each group
Measure completion rate
- 22. Subject line:
It’s Time to Give Feedback
to Your Instructors
Subject line:
It’s Time to Evaluate Your
Instructors
A B
✓
13% more responses
- 27. Subject line:
Your Course Evaluations
are Still Pending
Subject line:
Reminder: Your Course
Evaluations are Still
Pending
A B
✓12% more responses
- 28. Subject line:
Only 3 Days Left to
Evaluate Your Professors!
Subject line:
Your Course Evaluations
are Due in 3 Days
A B
No significant difference
- 31. Pay attention to subject line
A well designed subject line can make big impact
- 32. Put yourself in their shoes
If you were a student or instructor,
what information would be helpful to you
- 33. Are they asking you the
same questions repeatedly?
Consider including this information in the email
- 45. 0
200
400
600
800
1000
04/21/2011
00
04/22/2011
00
04/23/2011
00
04/24/2011
00
04/25/2011
00
04/26/2011
00
04/27/2011
00
04/28/2011
00
04/29/2011
00
04/30/2011
00
05/01/2011
00
05/02/2011
00
05/03/2011
00
05/04/2011
00
Evals
Completed/Hour
Generic
email
Personalized
email
Personalized email improved our response rate (Spring 2011)
- 54. Tips for your web designer
Use call to action buttons instead of links
Minimize use of images
Use inline CSS
Responsive design
- 55. Resources for your web designer
Responsive email tutorial
http://webdesign.tutsplus.com/articles/creating-a-simple-responsive-html-email--webdesign-12978
BeeFree
https://beefree.io/
Zurb CSS Inliner
http://zurb.com/ink/inliner.php
- 64. Best days to send emails
Monday – Thursday
First and last day of evals
> Friday – Sunday
> Thanksgiving / long weekends
- 66. Best time to send emails
10am
time required to
send all emails
(3-6 hours for us)
minus
- 68. Testing process
Create a test project with 4-6 courses
Add yourself and student and instructor to each
course
Compose email and send it
Test after every edit, even if it is a minor one