In June 2024 Mira Aarnivuo asked us at Mira Network if it was possible to add a personal link to every mail in a big send out. Having this possibility, she hoped to simplify Hanken’s process with the Finnish career monitoring survey and to increase their response rate. A few months later a new feature within Mira CRM was at place.
We recently had a webinar about the new feature. This text gives you a glimpse of the webinar’s highlights.
– We asked ourselves: how can we do this even better? Our previous way of using mail merge tools in Outlook, Word and Excel, or sending out over 200 e-mails manually and adding at personal link to every e-mail, were not good enough options, so we wanted to find a better way. Conducting this yearly career survey was an administrative task we could not solve efficiently within Mira CRM. So yes, it all started with a question about adding a personalized link, Mira Aarnivuo said, as the webinar kicked off.
Mira Aarnivuo is the Alumni relations and fundraising manager at Hanken in Finland and the university has been collaborating with us for about twenty years. They have all their contacts and tools needed in Mira CRM when it comes to handling and communicating matters concerning alumni, fundraising, career services, event management and corporate relations.
A higher response rate
– The desire to increase the response rate was not solely for the purpose of increasing it, but rather with the aim to gain more information about our alumni regarding their careers and satisfaction with their education. This is vital information that helps us develop our curriculum. Every answer is valuable to us, in many ways, Mira Aarnivuo said.
And she continued:
– As alumni are used to receiving e-mails and newsletters from us, they are used to seeing a certain style of communication from us. We assumed that they would be more positive to clicking on a link from a recognizable sender than from an unknown one. We wanted the survey send out to look similar to our alumni communication and also be visually appealing.
Magnus Bratt, CEO at Mira Network, then continued telling the story from our perspective:
Understand their challenges
– After a few meetings with Mira and Hanken, trying to understand their challenges and their process, we felt that we wanted to do something bigger than “just adding a link”. When we had agreed upon that, we started developing the new module together, he said and posed a direct question to Mira Aarnivuo:
– Was it worth the effort doing this?
Mira did not think long before answering:
– The response rate of the career monitoring survey of 2024 was two percent higher than in 2023. So yes, we got a good return on our investment. We also gained more reliable functionality, decreased the room for mistakes and got more insights and data about our respondents. On top of that the new feature makes this process less dependent on one person, as it is easy to use.
Are you interested in learning more about the new feature for career monitoring survey? Please contact Anne Møgelvang at anne.moegelvang@mira.se for more information and a demo of the feature.