Tuesday, August 2, 2016

How You (and the network) Did Last Week - 8/1/16

Winners of the Week: Do317!

The march towards the whole network sending daily emails shuffled along with Do317 transitioning last week. Less than a week later, how's it looking?
  • The two metrics we monitor most in the transition to dailies are: 1) are we significantly increasing the unique number of subscribers that open or click at least one email per week and 2) are we seeing a higher rate of unsubscribes per email compared to weeklies. If it's yes to the former and no to the latter, then transition = success
     
  • In Do317's case, over the first 4 days of them sending daily emails, they've had 18.15% of their list open an email, with 4.18% of their subscribers clicking content. Compare that to all of 2016, where on average they averaged 11.47% of their list opening and 2.58% of their list clicking once per week. And that's not even with a full week of daily data.
     
  • And unsubscribes? They averaged 67 unsubscribes per campaign in dailies so far. In all of 2016, they averaged 75 unsubscribes per campaign. Unsubscribe rate (unique unsubs/opens) held steady at 0.988% on dailies, vs. 0.985% in all of 2016 on weeklies.
     
  • And just like that, Do317 had their highest week of traffic in the last 5+ months, thanks to a 156% increase in email traffic from the week prior.  
At this point, hopefully you've joined the majority of metros sending daily emails on the new template, as that's the biggest game changer. But the work doesn't end there. Then it's all aboutoptimizing your subject lines and including the content that drives the most engagement.

To help with that, we've built out a new doc that pulls in the content that's driven the most traffic via email in all of 2016 for any metro. This tab shows which types of pages account for what percentage of email traffic across the network. You'll notice that events make up the bulk of traffic (duh) and that giveaways make up the bulk of the event traffic.

However, on each subsequent tab you'll see that I've broken out each content category of email traffic by landing page, i.e. all of the events that received the most email traffic are here (note that Do512 has it's own column due to some logistical issues with the data). Or you can see that venue pages haven't traditionally driven a ton of traffic, though there are exceptions when big venues or summer concert series announce their calendars, like in this DoTheBay email or this DoLA email.

Long update today! But all important stuff to help you achieve email dominance. Got other ideas for growth/wins in your market? We're all ears. Otherwise, the usual stats suspects below:

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Thoughts to share? DO!

Tuesday, August 2, 2016

How You (and the network) Did Last Week - 8/1/16

Winners of the Week: Do317!

The march towards the whole network sending daily emails shuffled along with Do317 transitioning last week. Less than a week later, how's it looking?
  • The two metrics we monitor most in the transition to dailies are: 1) are we significantly increasing the unique number of subscribers that open or click at least one email per week and 2) are we seeing a higher rate of unsubscribes per email compared to weeklies. If it's yes to the former and no to the latter, then transition = success
     
  • In Do317's case, over the first 4 days of them sending daily emails, they've had 18.15% of their list open an email, with 4.18% of their subscribers clicking content. Compare that to all of 2016, where on average they averaged 11.47% of their list opening and 2.58% of their list clicking once per week. And that's not even with a full week of daily data.
     
  • And unsubscribes? They averaged 67 unsubscribes per campaign in dailies so far. In all of 2016, they averaged 75 unsubscribes per campaign. Unsubscribe rate (unique unsubs/opens) held steady at 0.988% on dailies, vs. 0.985% in all of 2016 on weeklies.
     
  • And just like that, Do317 had their highest week of traffic in the last 5+ months, thanks to a 156% increase in email traffic from the week prior.  
At this point, hopefully you've joined the majority of metros sending daily emails on the new template, as that's the biggest game changer. But the work doesn't end there. Then it's all aboutoptimizing your subject lines and including the content that drives the most engagement.

To help with that, we've built out a new doc that pulls in the content that's driven the most traffic via email in all of 2016 for any metro. This tab shows which types of pages account for what percentage of email traffic across the network. You'll notice that events make up the bulk of traffic (duh) and that giveaways make up the bulk of the event traffic.

However, on each subsequent tab you'll see that I've broken out each content category of email traffic by landing page, i.e. all of the events that received the most email traffic are here (note that Do512 has it's own column due to some logistical issues with the data). Or you can see that venue pages haven't traditionally driven a ton of traffic, though there are exceptions when big venues or summer concert series announce their calendars, like in this DoTheBay email or this DoLA email.

Long update today! But all important stuff to help you achieve email dominance. Got other ideas for growth/wins in your market? We're all ears. Otherwise, the usual stats suspects below:

No comments:

Post a Comment

Thoughts to share? DO!