Data Mapping for the University of Texas Libraries E-News

The data mapping project was designed to help answer questions about how UT Libraries' email subscribers engage with email content, how donors engage with email content, and specifically how UT Libraries can encourage increased engagement, including increased donations from email campaigns. My goal was to determine patterns in current rates of engagement and develop recommendations based on those trends. I collected email engagement data for over 23,000 email subscribers and compared them against UT's donor database to gain insights on audience demographics and engagement both with UT Libraries and with the larger UT community. From this data, I developed a set of guidelines and recommendations, part of which were put into effect for UT Libraries' 40 for Forty fundraising campaign in April, and which will continue to inform and guide the development of email content and sending strategies in the future.