Following internal communication reviews and the impact of COVID-19, a new centralised email to all students was proposed at QUT. The brief was to build student connection, culture, and community using an enewsletter. I delivered the project and built the publication before sending it to all students.
Provide consolidated updates about student life
Deliver key messages in line with the student lifecycle
Create pathways to follow social media accounts
Audience approx. 60,000
Design responsive on all devices
Statistics delivered, opens, clicks, shares, geolocation
I conducted extensive research on EDM tools and provided a recommendation for the preferred vendor for this project. I also provided a thorough risk analysis including information security, budget considerations, and any potential points of failure.
Then I ensured the vendor's product could use existing mailing lists to contact all students. Moving into the testing phase, I confirmed the tool produced an accessible email that was responsive on both desktop and mobile devices.
Aesthetics were extremely important, so I used the approved design provided by the university's Brand and Creative Studio. I also tested and troubleshot the EDM tool integration with Office 365 because Outlook is known for its extensive email rendering issues.
Open rates peaked at 78% and held at 60% more than double the industry benchmark of 34%
Links to social media were in the top 3 clicks each issue
After successfully launching in July 2020, this model was duplicated and used for a new staff EDM (launched July 2021)