How To Win Alumni Back With A Resubscription Campaign
10:30 AM - 11:30 AM EST
Speaker(s): Mary Sansone, Senior Associate Director, Engagement Marketing, Harvard University
Elective Session
As email marketers in higher education, one of the most challenging audiences to target is unsubscribed alumni. This cohort represents alumni who have opted out of institutional messaging—intentionally or not—and have limited outreach options. To address this, Harvard has implemented targeted resubscription campaigns and built strategic re-engagement journeys to reconnect with unsubscribed populations. Over the last two years, these efforts have led to re-engagement rates exceeding 50% and high engagement among those resubscribed, with open rates surpassing 70% and click rates 15%. In this session, we will discuss Harvard’s resubscribe efforts and review how to design a successful re-engagement journey.