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Feature Story

Compelling new research findings on e-mail marketing 
Image of HubSpot presentationThe Internet marketing consulting agency HubSpot recently released some surprising new data about how people use e-mail. Based on analysis of more than 9 billion pieces of e-mail sent via MailChimp, survey results and focus group interviews, they made discoveries such as:

  • Highest opt-out rates occur Tuesdays.
  • Highest click-through rates occur Saturdays and Sundays.
  • Likeliest time for a message to be read: 6–7 a.m.
  • E-mail gets read most often in the morning; then reading rates decline throughout the day.
  • The fewer links you have in your message, the higher your opt-out rate will be.
  • Most clicked subject line words: posts, jobs, survey, e-newsletter, issue.
  • Subject line words most likely to be marked as spam: confirm, features, upgrade, magic.

To see all of HubSpot’s findings, read this presentation. If you have questions about it, contact Elise Daniel at or x68923.

Best Practices

Featured Unit: UW College of Education

Challenges: The College of Education wanted to be able to reach more of their alumni via e-mail, capture more up-to-date e-mail addresses from their graduating students and provide more compelling content to alumni the College was already reaching.

Solutions: Mairead Reinhard, the College of Education’s communications, marketing and alumni relations manager, led the College’s three-prong strategy to solve this dilemma:

  1. She worked with the UW Alumni Association to send four postcards over a nine-month period to alumni whose e-mail addresses she didn’t have. This tactic increased their collection of valid e-mail addresses by 9%, particularly in the alumni non-donor category. Also, the College created a template for gathering e-mail addresses at events.
  2. To capture valid e-mail addresses for graduating students, the College conducted a pregraduation survey that promoted a special graduation-focused e-newsletter as an incentive. They also sent a follow-up survey to recent graduates. Plans for 2010 include expanding the survey to request updated e-mail addresses, class notes, interest in volunteer activities and more.
  3. Giving readers an incentive to stay connected was the third strategy. Reinhard created an e-mail template the College could use to reach out to individual alumni in a personal, but also efficient, way and ask for their news and areas of interest. Those who responded would then receive breaking news, social networking details, save-the-date information and, whenever possible, feature stories or class notes that incorporated information the respondents had provided or requested.


  • Increase touch points with your target audiences, but don’t bombard them.
  • Ask permission, be polite and make follow-up messages meaningful.
  • Ask for updates at every opportunity, but ask only for the basic facts.
  • Create a system for gathering alumni feedback and personal news. Start simple, and build as you become more efficient.
  • Evaluate communications to determine what works; stop sending the ones that don’t.

For more details about this effort, contact Mairead Reinhard at or x31035.

Now Available

Help Us Promote Paws-on Science
Paws-on Science graphicWe need your help to spread the word about the second annual Paws-on Science: Husky Weekend at Pacific Science Center, April 8–10. If have questions about promoting this event, contact Nicole Morry Dierks at or x50284.

You can download promotional Web graphics in pixel dimensions of 90x90 and 200x200. Here is some promotional text you can use:

Join us for a weekend of discovery and fun for Huskies of all ages. From racing a solar car to learning how comic books can make us healthier, there will be exhibits and hands-on activities from more than 30 UW research programs. Harry the Husky, the Husky Marching Band, the Cheer Squad and Dubs will make special appearances.

When: April 8–10, 2011
Where: Pacific Science Center, Seattle
Cost: $11 general; $9 seniors; $6.50 youth 6–15; $5.50 children (These prices reflect special discounts of up to 20% off regular admission prices.)
UW alumni, students, faculty and staff will get a discount up to 20% on admission and a 20% discount on Pacific Science Center membership.*

For more details, visit the Paws-on Science webpage.

* Discount does not apply to Star Wars Exhibit, IMAX or Laser shows.

UW in Your Community
UW in Your Community graphicThe UW’s Office of State Relations recently debuted UW in Your Community, an interactive online map that shows how the UW benefits each of the state’s 49 legislative districts.

You can use the site to search by address or legislative district and find facts such as:

  • The number of students from the area currently enrolled at the UW.
  • The number of UW alumni living in the region.
  • UW programs and services currently offered there.

If you have questions or suggestions for content to add to the map, contact Karin Yukish at or x37604, or Teri Blair at or x37604.

Promote Planned Giving
Planned Giving adThe Office for Planned Giving and UW Marketing have developed planned giving ads, both for print and online use, that you can use as-is or customize for your target audiences. If you have questions, please contact Abby Klingbeil at or x65569.

Question of the Month

Q: If I am asked about why the UW is renovating Husky Stadium at the same time it is making drastic cuts to its budget, how should I respond?

Artist's rendering of Husky StadiumA: There is a lot of confusion among our campuses and external audiences about the Husky Stadium renovation project. Here are some suggestions prepared by University Advancement and Athletics that will help provide clear answers:

  • Our athletics department is self-sustaining, meaning that it operates on the revenue it generates from sporting events and donor philanthropy. It does not receive funding from the state of Washington, the University of Washington’s budget or any academic programs.
  • The UW is not seeking public funding to renovate the stadium nor taking money from academic programs to renovate the stadium.
  • Many donors to our athletics department also give generously to other areas of the University, from student scholarships to medical research to faculty support.
  • Husky Stadium is our front porch to the community, a cherished Pacific Northwest icon located on our campus and a capital asset that needs maintenance.
  • The UW strives for excellence in all endeavors, from education to research to athletics.

For more information, read this FAQ or send e-mail to

Got a question for next month? Send it to

UW Marketing Projects and People

Photo of Abby KlingbeilMeet Abby Klingbeil
Editor, Creative Services

Some projects she’s working on now:

  • 150th Anniversary Story Bank and messaging
  • March Columns — Advancement advertisement and UW Foundation news, including the Out and About photo section
  • Paws-on Science: Husky Weekend at Pacific Science Center

How she partners with units:

  • Helps share UW stories and promote stewardship through a number of different communication vehicles, such as UW Foundation news in Columns and the Report to Contributors.

How you can reach her: or x65569

150th Anniversary Toolkits
UW Marketing has launched a toolkit site in preparation for the UW’s celebration of its 150th anniversary, which begins at Freshman Convocation in fall 2011. This site will provide information about planned projects and the people managing them as well as promotional graphics, templates, photos, videos, stories and more. Much of this material will become available during the summer, and we'll provide more details in the next issue of Marketing Matters. If you’d like more information in the meantime, such as copies of strategic marketing plans, please contact Key Nuttall at x56410 or or Kim Karn at x61262 or

Peer Review

As we prepare to celebrate the UW’s 150th anniversary, we are finding inspiration in the ways other universities are celebrating their own sesquicentennial milestones:

Social Media Tips and Trends

Tips About the New Facebook Page Format
Here are a couple of particularly good articles about how Facebook page administrators can take advantage of the new format Facebook recently rolled out for pages.

5 Key Tips for a Successful Social Media Content Strategy 
Check out these five content strategies that lead to better relationships with your audience and bring your brand better results.

Infographics: QR Codes & Measuring Social Good frequently creates helpful infographics that portray social media trends in a visual way. Here are two of their latest:

Did You Know?

Job Opportunities

  • College of Arts & Sciences: Web Developer: Req #70564 (Open until filled)
  • College of Education: Bilingual Continuing Education Specialist-Writer: Req #72045 (Open until filled)
  • Educational Outreach: Market Research Consultant: Req #71995 (Open until filled)
  • Facilities Services: Web Developer: Req #72062 (Open until filled)
  • iSchool: Web Administrator/Developer: Req #72292 (Open until filled)
  • UW Medicine: Marketing Coordinator (temporary): Req #72173 (Open until filled)
  • UW Medicine: Traffic Coordinator: Req #71269 (Open until filled)
  • UW Tacoma: Managing Editor: Req #70462 (Open until filled)

Search the UW staff jobs database.

Vol. 3, Issue 1

Table of Contents

Best Practices
Now Available
Question of the Month
Projects & People
Peer Review
Social Media Tips & Trends
Did You Know?
Job Opportunities

Pride Points

The UW recently received a grade of A- for the fourth year in a row on the College Sustainability Report Card.

The UW School of Medicine was ranked 1st among primary-care medical schools in the country for the 17th consecutive year, according to annual rankings of graduate and professional programs published by U.S. News & World Report. In addition, the school ranked 1st in family medicine and 1st in rural medicine for the 19th year in a row.

New to the U

Let's give a warm Husky welcome to folks who've recently joined our ranks.

Elizabeth Coplan
Director for Media Relations & Marketing, School of Law

Alex Credgington
Communications Manager, Building Services

Karen Thomas
Deputy Director for External Relations, the Henry Art Gallery

Ellen Whitlock Baker
Director of Information and Evaluation, Evans School

Upcoming Events

April 7
Sawyer Seminars: Next Eco-Cities: Imaginations and Futures, Kane Hall Room 120, 6:30 p.m.

April 8–10
Paws-on Science: Husky Weekend at Pacific Science Center

May 5
Sawyer Seminars: Social Justice, Inequality and Cities, Kane Hall Room 120, 6:30 p.m.

For a full list of upcoming events, visit the UWAA events page and the UW Events and Calendars page.

Upcoming Meetings

April 14
Web Council, Odegaard 220, 9 a.m.–10:30 a.m.

June 7
E-marketing Working Group, location TBD, 2:30–4 p.m.

Key Contacts

UW Marketing:
Tricia Thompson, Associate Vice President, x67738,

Brand Styles & Standards
Cheryl Nations, x17041,

David Doxtater, x60348,

Marketing & Brand Strategy
Key Nuttall, x56410,

Web Communications
Gina Hills, x32561,

E-communications & New Media
Elise Daniel, x68923,


Key Links