How You (and the network) Did Last Week - 1/19/15

Do214 - The New Location for Bonnaroo (kinda). Dallas' previous high water mark for unique clicks in their newsletter was 685. They average 474 weekly clicks in their newsletter. Last week? They got 1,161 unique clicks. They also received more opens than ever before. 

This kind of jump isn't completely unprecedented. Ticket giveaways to really important festivals or other similar HUGE announcements can often cause clicks and opens to spike. What's interesting about Do214 is that 74% of their clicks came from a link to their list of Bonnaroo acts that were playing shows in Dallas. So that's 859 clicks to a piece of content about a festival hundreds of miles away.

So what caused it to be a success? It's not going so far as mentioning the festival in your email. New York, Louisville, San Francisco, and Chicago alldid that without similar results. And it's more than just leading with that piece of content, as Toronto did this as well without out-of-the-ordinary results.

Instead, Do214 not only opened their newsletter with the Bonnaroo In Your Town content, but they also made it seem like Bonnaroo was actually happening in Dallas. Their email subject line started with "Bonnaroo in Dallas," and the copy was repeated in the very opening of their email. And while this may seem a little click bait-y, bounce rate for the content was only 47%, which is slightly lower than their site-wide bounce rate, so their audience found the content plenty useful. And the end result was that their Bonnaroo in Dallas content got more traffic than any other of the "Bonnaroo in [Metro]" content pieces across the network.

We create, design, and automate these kinds of "[Festival] In Your Town" content pieces all the time for all metros, so next time you have the opportunity to push them in your newsletter, think about following Do214's lead to get maximum clicks and opens.