Queen's University
Purpose: Electronic postcard wishing alumni and friends 'Season's Greetings'. Postcard included link to list of 2005's most popular (highest click through rates) @Queen's e-newsletter stories by month. The photo used in the postcard was taken by a Queen's alumnus and entered in a contest run by the alumni magazine, and features Summerhill, the home of Queen's Alumni Relations office.

Stats:
# of recipients = 37,084
E-mails opened = 15,325 (41%)
Feedback: The feedback was very positive overall, including this email in response from Herbert Thiele, Com'48, Arts'49: "What a beautiful surprise!!!! Queen's......you done good !!!(as they say). A very personal response to this nice gesture from my old school. I doubt there are many( if any) others that have done the same. I'm proud of Queen's and to have been a part of it....so long ago."