Email Campaign Results – Quacquarelli Symonds – Q1/2024
STEP 1
Your Campaign Results
QS plans on sending a two-email sequence to both the East Coast and Texas/Chicago, each targeting an audience of 75,000 recipients (150,000 total for each area). Additionally, . The aim is to engage juniors and seniors at specific universities.
East Coast –
The first send revealed a fairly balanced distribution of clicks, suggesting that this email resonated as the quintessential “email for all.” Boston, NYC, and Scholarships segments performed admirably, while Washington, DC stood out with 198 clicks. Remarkably, this email surpassed all our benchmarks with a 15% open rate, 1.5% click-through rate (CTR), and a 10% click-to-open rate (CTOR).
In the second send, although the open rate fell below our benchmark, a robust CTOR of 12.84% indicates that those who did open the email engaged with its content, reflecting resonance with the target audience. Moreover, the distribution of clicks remained fairly balanced, with North American Events garnering 176 clicks, Scholarships 167, and NYC 84 respectively.
Texas / Chicago –Â
The first send of this email series boasted one of the most impressive CTOR rates ever recorded for an email send, standing at a remarkable 14.55%. Furthermore, the CTR surpassed our benchmark of 1.5%, hitting 2.03%, resulting in a total of 1,519 clicks. The subsequent retargeting endeavors via this email yielded exceptional results, with a click-to-impression ratio of 0.49%, generating 509 clicks. Equally significant, your brand garnered a total of 104,688 impressions among those who engaged with your email, enhancing familiarity with QS through strategic tactics.
In the follow-up email, the Houston event witnessed increased engagement, 366 clicks – compared to the first, accumulating 255 clicks, while the Dallas event emerged as the most clicked. As audience familiarity with your brand grew through retargeting efforts, there was a noticeable uptick in the open rate for the second send of this campaign. Moreover, interest in North American Events remained high, garnering 143 clicks, alongside 53 clicks from individuals keen on becoming campus ambassadors.
Send 1 – Boston, NYC, DC – 1/29/24
%
Open Rate
%
Click Rate
%
Click-to-Open Ratio
Most Clicked Links
Boston
NYC
Scholarships
Send 2 – Boston, NYC, DC – 2/12/24
%
Open Rate
%
Click Rate
%
Click-to-Open Ratio
Most Clicked Links
Washington DC
Top Universities
Boston
Send 1 – Texas, Chicago – 2/7/24
%
Open Rate
%
Click Rate
%
Click-to-Open Ratio
Most Clicked Links
Chicago
Dallas
Scholarships
Retargeting Metrics
Impressions
Clicks
Impression to Click Ratio
Send 2 – Texas, Chicago – 2/27/24
%
Open Rate
%
Click Rate
%
Click-to-Open Ratio
Most Clicked Links
Dallas
Houston
Scholarships
STEP 2
Compliment and Enhance Your Results
Stay Tuned
Geofence Impression Based Tactic – $15 CPM
Pre-Targeting
This impression-based targeting tactic works by setting up a geofence around a specific location, along with a carefully selected target audience. We typically advise a duration of 30-60 days to complement an existing campaign (some partners prefer a hands-off approach, allowing us to optimize their monthly impression-based branding!) This tactic delivers ads through mobile applications and desktop banner displays. Its primary goal is to elevate brand visibility and campaign awareness, often leading to enhanced overall performance as the demographic becomes more familiar with your brand.
We’ve witnessed impressive outcomes using this approach and would be delighted to share them with you upon request!
CONCLUSION
The email sequences tailored for both the East Coast and Texas/Chicago regions demonstrated remarkable success in engaging the targeted university audience. Across both campaigns, the initial sends showcased strong metrics, with notable open rates and click-through rates exceeding benchmarks. The follow-up emails further capitalized on this engagement, demonstrating sustained interest and growing familiarity with QS initiatives, particularly evident in the increased click rates and open rates observed in the retargeting efforts. If you’re looking to strengthen results, we recommend a more frequent email cadence, paired with a targeted geofence campaign to yield even stronger results.Â
STEP 3
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