Case Study: University of New Brunswick achieves 64% unique open rate on targeted alumni emails with Oracle Marketing Cloud

University of New Brunswick Engages Alumni Base with Targeted Campaigns

The University of New Brunswick needed a reliable way to engage roughly 80,000 alumni after its in-house email system couldn’t manage communication tracks, subscription preferences, segmentation, or campaign metrics—leading to inconsistent outreach across departments.

By implementing Oracle Marketing Cloud with rapid deployment and cross-channel marketing, the university automated targeted campaigns, segmentation, A/B testing and automatic resends. Results included a 64% unique open rate and 25% CTR on a Homecoming campaign, a 4.8% lift from automated resends, a 39% average open rate across targeted campaigns, and a 10–15 hour-per-week time savings for the recruitment team.

University of New Brunswick

Jessica Stutt

Marketing Automation Specialist