Summarizes the use and evaluation of e-mail messages as part of an educational strategy: adapting age-paced "just-in-time" parenting newsletters for online distribution.
The Effectiveness of E-mail Updates as an Educational Delivery Method
1. The Effectiveness of E-mail Updates as an Educational Delivery Method Aaron Ebata, Andrew Behnke, Sally Martin,Ellen Abell, & Leslie ForstadtJust In Time Parenting2009 eXtension National ConferenceOctober 22. 2009
4. How does it work? Based on a series of printed newsletters mailed to parents on a regular basis Provides timely information relevant to their child when they need it Counts on being shared Based on 20 years of experience and evaluation that demonstrates effectiveness in promoting positive parenting
5. When yourchild is You get 1 month newsletter 1 month old 2 months old 2 month newsletter … … 12 months old 12 month newsletter Invitation to survey
12. JITP E-mail notification Allows automated message campaigns that can be directed to audience segments Allows evaluating the success of campaigns Allows the identification of best “customers”
23. Effectiveness of Email Reminders Most of our emails are getting delivered Less than half of our emails are being opened If an email reminder is opened, most users will click on a link
27. Effectiveness of Survey Invitations All of our invitations are getting delivered Less than a third are being opened Even if an invitation is opened, very few users click on the link to take the survey
30. Factors influencing Statistics Open rate Messages may be getting caught in spam filter Return address + subject line may not be compelling enough to open Technical artifact > underestimation of open rate Click rate Content or design of message may not be compelling enough to convince parents to take the next step at that particular time
31. Improving E-mail Campaigns Decrease “spamworthiness” Better information for subscribers on how they can ensure delivery Examine content and design of messages that may contribute to being flagged as spam Revise content and design of messages Evaluate return address and subject line Design messages that encourage engagement (delight, fun) or offer incentives
33. E-mail Response + Survey Data Test “dosage” model: does greater exposure (engagement) produce greater impact? Target efforts: identify the type of parent who would most likely use and benefit from this this kind of program
Subscribe to newsletters by providing email address and child’s birth dateGet monthly email reminders with links to age-appropriate contentGet invitation to provide feedback after 12 months