Winner of the Week:
Do214 + HazDF!
HazDF gets a round of APPlause + Do214 capitalizes on the Freemail.
First off, before we get into the exploits of a certain Dallas-based metro, we wanted to circulate the App User Leaderboard! We'll be sending that doc out each week to showcase the total number of unique users that have been to each metro's app (as recorded in GA), as well as the number of app users as a total percentage of email list (as a proxy for existing addressable audience).
With that, the first edition's leader is...HazDF! They've got 0.58% of their email audience on the app, but Do502, Do317, and Do503 are all nipping at their heels. Stay tuned next week now that active user outreach has kicked off, and the leaderboard could see a total shakeup!
Now, down to the Texas metroplex, where 100-degree temps and a well timed email have made Do214's subscribers all hot and bothered about free things to do.
Diving into the details, Do214 sent this email based on their dedicated template out on Tuesday last week, choosing to showcase 3 (and only 3) content pieces - Free Stuff, Craft Beer, andSummer Festivals. A smart selection of premium content, given that festivals and free stuff do universally well in newsletters across the network, and craft beer has been a consistent hit for Do214's audience in the past.
So, how'd it do?
With that, the first edition's leader is...HazDF! They've got 0.58% of their email audience on the app, but Do502, Do317, and Do503 are all nipping at their heels. Stay tuned next week now that active user outreach has kicked off, and the leaderboard could see a total shakeup!
Now, down to the Texas metroplex, where 100-degree temps and a well timed email have made Do214's subscribers all hot and bothered about free things to do.
Diving into the details, Do214 sent this email based on their dedicated template out on Tuesday last week, choosing to showcase 3 (and only 3) content pieces - Free Stuff, Craft Beer, andSummer Festivals. A smart selection of premium content, given that festivals and free stuff do universally well in newsletters across the network, and craft beer has been a consistent hit for Do214's audience in the past.
So, how'd it do?
- Newsletter stats for the month prior - open rate of 11.13% and click rate of 11.57%. Stats for this content-focused email - open rate of 13.5% and click rate of 22.6%! Not bad to double your click rate in a single go.
- The quick boost in clicks meant that these 3 content pieces accounted for 38% of Do214's total site traffic for the previous week. Their free page alone accounted for 23% of traffic, receiving over 1K sessions directly from the email.
- All told, Do214 had a week of site traffic higher than their previous 10 weeks.
The best part of all this is that those lists featured in their email are quick to produce + easy to maintain + in the case of the free and craft brew lists, can be trotted out regularly throughout the year as evergreen pieces.
The larger theme here is that Do214's little experiment is a clear case for our email design's migration towards a succinct content focus delivered more frequently, rather than the current fashion of cluttered comprehensiveness. We're hard at work internally on this and will be testing it when we launch Vancouver as our test market for Daily Emails, but reach out with your thoughts in the meantime.
Finally, as promised on the content Slack, a special double winner shout out for Do214, who drove the most traffic to their Lolla in Our Town page. You guys killed it this week.
As always, dive into all of your email stats and other metrics in the most recent update to the Weekly KPI Report below:
The larger theme here is that Do214's little experiment is a clear case for our email design's migration towards a succinct content focus delivered more frequently, rather than the current fashion of cluttered comprehensiveness. We're hard at work internally on this and will be testing it when we launch Vancouver as our test market for Daily Emails, but reach out with your thoughts in the meantime.
Finally, as promised on the content Slack, a special double winner shout out for Do214, who drove the most traffic to their Lolla in Our Town page. You guys killed it this week.
As always, dive into all of your email stats and other metrics in the most recent update to the Weekly KPI Report below:
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