Our regular report of the following metrics:

Campaign Based Metrics

Unique Subscriber Metrics – by month

Campaign Metrics – by Issue

Click Analysis

Reach

Frequency

Recency

Campaign Based Metrics

We doubled the frequency of Email-Worx in July, and as expected, open and click rates have fallen, however despite this, we’re still meeting our campaign’s objectives.

We know that our subscribers are busy, and respect their time, so one of the reasons we changed the format of Email-Worx was to deliver smaller, more specific messages throughout the month. We expected that this format, combined with our very specific subject lines, would reduce each issue’s open rate, as each message will not have content relevant to every subscriber. However, overall more subscribers are interacting at least once in the month, and the content we send is getting read more.

Despite our overall Campaign Metrics being lower, absolute numbers and interaction of unique subscribers has increased

The total number of clicks for the month of July was almost double the number in May

Over 60% opened at least one issue in July

And 33% clicked on at least one issue in July, the highest since February.

We’ll continue to monitor our results, and watch out for an increase in attrition, however we believe that valuable information which is unique to the email, and specific subject lines, are key components for making our programme’s increased frequency work in the long term.

Unique Subscriber Metrics – by month

Campaign Based Metrics – by Issue

Click analysis

Reach

If you missed it, you can read up on what Reach means and how to calculate your own Reach here.

Frequency

Recency

Want more information? Click here to see how to measure your own recency.

Last updated: May 01, 2015  admin

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