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Stanford University

Stanford University Center for Advanced Study in the Behavioral Sciences (CASBS) needed someone to help them with their email marketing campaign for the Fall 2009/2010 year.

Introduction:

The CASBS was founded in 1954 as a center for which the brightest minds in behavioral sciences could come together to share ideas. 22 Nobel Laureates, 14, Pulitzer Prize winners, and 44 winners of MacArthur “Genius Awards,” are among those who were distinguished members. From this collection of scholars and scientists, new fields of studies have been developed in the study of cognitive science to behavioral economics.

Challenge:

As they were not so technically or marketing savvy, the CASBS needed someone who could handle the entire email marketing for them. They needed someone who could design, deploy and track the results of their emails from a large email list containing students, faculty and other members

Strategy:

Every month Baytech Web Design will coordinate with Stanford’s CASBS for content creation, updated designs, and email distribution. Stanford’s CASBS will have a dedicated project manager to handle all of the details and technicalities. The project manager will also compile reports on all marketing metrics and will adjust the newsletter as necessary to optimize those metrics.

First, we designed the right e-mail template, which included an appropriately sized graphical header, above the fold content, and an unsubscribe link.

Next, we focus on piquing their curiosity with the right sender and subject. We didn’t confuse the reader by cluttering the email with multiple links. Every message was personalized to each recipient, giving them more incentive to open the email and to read through it.
Most importantly, we analyzed the results and tweaked the campaign based on what we found.

Result:

Baytech’s successful email campaign for the Center for Advanced Study in the Behavioral Sciences at Stanford University has achieved over 40% of their overall conversions. Their email bounce rate was captured at less than 10%, resulting in a higher engagement level that encouraged repeat visitors even after the campaign was over. This was a result driven campaign that increased user loyalty, built brand enhancements, and elevated trust in the organization. The Stanford Center for Advanced Study in the Behavioral Sciences (CASBS) was founded in 1954 as a center for which the brightest minds in behavioral sciences could come together to share ideas. 22 Nobel Laureates, 14, Pulitzer Prize winners, and 44 winners of MacArthur “Genius Awards,” are among those who were distinguished members? From this collection of scholars and scientists, new fields of studies have been developed in the study of cognitive science to behavioral economics. For the 2009 Fall Semester, the CASBS needed help with their email marketing efforts. They decided to approach a local company in order to help them design an engaging email template, deploy their emails to a huge list of students, faculty, and fellow members, and track the results. Baytech was hired by the CASBS to help with their email marketing efforts. By designing a new template along with a better sending strategy that continually evolved based on analysis of open rate data, the CASBS was able to increase user loyalty and enhanced their brand trust.

  • Increase email conversion to over 40%
  • Decreased email bounce rate to less than 10% By designing a new template along with a better sending strategy that continually evolved based on analysis of open rate data, the CASBS was able to increase user loyalty and enhanced their brand trust.

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