By popular demand, the Weekly KPI report now includes Open Rate and Click Rate, so that you can ideally:
- More quickly benchmark your metro's newsletters against your own historical data
- Get some idea of how your newsletter stacks up against other newsletters across the network.
In honor of the new metric additions, we'll highlight DoLA's most recent weekly email, which boasted an open rate of 15.41%, 3rd highest in the network, and highest among metros with >11K subscribers.
Of course one of the biggest drivers of open rate is the subject line, and in this case, DoLA chose to lead with "Top SXSW Bands Visiting LA." If you've kept up with previous Winners of the Week, you'll know the "[Big Festival] in [Metro]" content piece is no stranger to newsletter success. For LA specifically, this meant:
Of course one of the biggest drivers of open rate is the subject line, and in this case, DoLA chose to lead with "Top SXSW Bands Visiting LA." If you've kept up with previous Winners of the Week, you'll know the "[Big Festival] in [Metro]" content piece is no stranger to newsletter success. For LA specifically, this meant:
- Their highest open rate in the previous 5 months
- More clicks on the SX in LA content piece than any other link in the newsletter
- A YoY increase in site traffic of 64%, with the SX in LA page coming in as their 2nd most popular page on site, after their immensely popular Reggie Watts RSVP.
That said, the newsletter was down in click rate for content outside of their SX piece, which points to the fact that finding the right piece of content to feature in your subject line is the first part of the battle, but then making sure the most enticing content is easy to find and click is the second component of a newsletter win. For help with accomplishing that, we'd recommend A/B testing until you're blue in the face. We're just an email away if you have any questions on how to put together a plan to start testing design elements in your newsletter.
With that, sign up for all of the other metros' newsletters for ideas, brainstorm if there's a fest with national implications that you can contextualize with local content, and check out all of your last week's stats in this hot off the presses Weekly KPI Report:
With that, sign up for all of the other metros' newsletters for ideas, brainstorm if there's a fest with national implications that you can contextualize with local content, and check out all of your last week's stats in this hot off the presses Weekly KPI Report:
No comments:
Post a Comment
Thoughts to share? DO!