Winner of the Week: Do615
Our Nashville team posted high marks in a variety of categories last week:
Do615 has been leveraging their interns to help produce a impressive amount of content for a team of two full-time employees. Last week's daily emails included guides for yoga events, outdoor summer flicks, french fries and even a solar eclipse list - which, combined with giveaways for big just-announced shows like Jay-Z, Nick Offerman, John Prine and more - resulted in a weekof 26,530 total unique email opens, their most opens in a single week ever and a 447% increase from the same week last year.
On Facebook, Content Manager Rhea Foote did an excellent job sharing timely, relevant articles about Nashville's cost of living increase and underground Nashville bands, which served to amplify Do615's reach and pave the way for Do615-focused posts about National French Fries Day, Toby Keith giveaways and more. Do615 closed the week with WoW increases of Facebook likes up 84%, comments up 235% and shares up 265%.
The aforementioned email wins combined with a flurry of organic search feats for event listings from French Fest to Forecastle - for an 172% lift in site traffic from the same week last year.
I wanted to highlight Do615 in this report because there was no one single thing they did lastweek that blew their stats out of the water. Instead, they did a lot of core things right, specifically:
- making the most of their interns (did you know we have some killer documentation for that?)
- having complete and accurate event listings
- producing timely and useful guides (what's on your content calendar?)
- securing big giveaways around on-sales
- clearly surfacing both of the above in daily emails
- posting interesting, engaging content on social
But Nashville wasn't the only metro that crushed last week. Five other metros (Do210, Do250, Do317, Do512 and Do617) had a >100% increase in YoY weekly unique email opens and six other metros (Do314, Do317, Do503, Do604, Do617 and HazTJ) had a >100% increase in site traffic from the same week last year. Let's crack open an ice cold Pepsi Fire and...
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