Post on 14-Jan-2015
description
transcript
E-MAIL CAMPAIGN ANALYSIS
SOCHI 2014
Jessica Sammut
Pre-Games (weekly)
E-MAIL CAMPAIGN PERFORMANCEDEC 31-FEB 24
31-Dec
9-Jan 15-Jan
18-Jan
22-Jan
28-Jan
30-Jan
6-Feb 8-Feb 9-Feb 10-Feb
11-Feb
12-Feb
13-Feb
14-Feb
15-Feb
16-Feb
17-Feb
18-Feb
19-Feb
20-Feb
21-Feb
22-Feb
23-Feb
24-Feb
0
10
20
30
40
50
60
70
ENGAGEMENT
Open Rate EN Click Rate EN Open Rate FR Click Rate FR
Games (daily)
DATABASE PERFORMANCE-ENGLISHFEB 7-FEB 23
7-Feb 8-Feb 9-Feb 10-Feb 11-Feb 12-Feb 13-Feb 14-Feb 15-Feb 16-Feb 17-Feb 18-Feb 19-Feb 20-Feb 21-Feb 22-Feb 23-Feb40000
45000
50000
55000
60000
65000
70000
E-MAIL REGISTRATION PER DAY: GAMES
Total New Subscribers
DATABASE PERFORMANCE-FRENCHFEB 7-FEB 23
7-Feb 8-Feb 9-Feb 10-Feb 11-Feb 12-Feb 13-Feb 14-Feb 15-Feb 16-Feb 17-Feb 18-Feb 19-Feb 20-Feb 21-Feb 22-Feb 23-Feb10000
11000
12000
13000
14000
15000
E-MAIL REGISTRATION PER DAY: GAMES
Total New Subscribers
DATABASE PERFORMANCEFEB 7-FEB 23
7-Feb 8-Feb 9-Feb 10-Feb 11-Feb 12-Feb 13-Feb 14-Feb 15-Feb 16-Feb 17-Feb 18-Feb 19-Feb 20-Feb 21-Feb 22-Feb 23-Feb0
20
40
60
80
100
120
140
160
180
UNSUBSCRIBERS PER DAY: GAMES
Unsubscribe-EN Unsubscribe-FR
CLICK PERFORMANCE: GAMES
TOP 5 CLICKED LINKS
CLICK PERFORMANCE BY DAY – GAMESFEB 6
1. Figure Skating Team Event, Story 22. Official Team, Story 13. OID4. Dufour-Lapointe sisters, Story 35. McMorris, feature video
CLICK PERFORMANCE BY DAY – GAMESFEB 8
1. 1-2 Podium Justine/Chloe, Story 12. Figure Skating Team Event, Story 43. OID4. Insta of the Day5. McMorris bronze, Story 2
CLICK PERFORMANCE BY DAY – GAMESFEB 9
1. Silver figure skating team event, Story 12. Sochi Live Coverage, Story 23. Figure Skating infographic, Story 34. Insta of the Day5. OID
CLICK PERFORMANCE BY DAY – GAMESFEB 10
1. Bilodeau Gold, Story 22. Hamelin Gold, Story 13. OID4. Photo Blog, Story 35. Hamelin feature video
CLICK PERFORMANCE BY DAY – GAMESFEB 11
1. Alex Gough makes history, Story 2 (51% of clicks!)
2. Dara and Kim gold bronze, Story 13. Luge infographic4. Freestyle ski training feature video5. OID
CLICK PERFORMANCE BY DAY – GAMESFEB 12
1. Denny silver, Story 12. Doubles Luge history, Story 33. CAN vs US hockey, Story 24. Denny Morrison feature video5. OID
CLICK PERFORMANCE BY DAY – GAMESFEB 13
1. Chan chases Hanyu, Story 32. Hockey roster/schedule, Story 43. CAN vs Norway hockey, Story 14. Hockey InfoGraphic, Story 25. Subban & Price feature video
CLICK PERFORMANCE BY DAY – GAMESFEB 14
1. Hockey roster/schedule, Story 22. Chan silver, Story 13. Jacobs winning streak, Story 44. Sarah Reid feature video5. Skeleton InfoGraphic, Story 3
CLICK PERFORMANCE BY DAY – GAMESFEB 15
1. Denny bronze, Story12. Chan silver dissapointment, Story 43. 7 days of moments, Story 24. Denny Morrison feature video5. OID
CLICK PERFORMANCE BY DAY – GAMESFEB 16
1. Jan Hudec bronze, Story 12. Drew Doughty/Finland win, Story 33. Dom Maltais silver, Story 24. Subban & Price feature video 5. Insta of the day
CLICK PERFORMANCE BY DAY – GAMESFEB 17
1. Jones curling history, Story 22. Tess & Scott feature video3. Tessa & Scott silver, Story 14. Womens hockey semifinal, Story 35. Insta of the day
CLICK PERFORMANCE BY DAY – GAMESFEB 18
1. Humphries & Moyse aim for gold, Story 32. Curling InfoGraphic, Story 43. Womens short track silver, Story 14. Mike Riddle silver, Story 25. Kirsten & Dylan feature video
CLICK PERFORMANCE BY DAY – GAMESFEB 19
1. Womens Bobsleigh Win, Story 12. Mens Hockey, Story 33. Womens Curling, Story 24. Ice Hockey IG, Story 45. Insta of the Day
CLICK PERFORMANCE BY DAY – GAMESFEB 20
1. Womens Figure Skating, Story 42. Womens Hockey Win, Story 13. Women Curling Win, Story 24. Womens Bobsleigh, Story 35. OID
CLICK PERFORMANCE BY DAY – GAMESFEB 21
1. Mens Hockey, Story 42. Womens SX, Story 13. Mens Curling, Story 24. Insta of the day5. OID
CLICK PERFORMANCE BY DAY – GAMESFEB 22 (Give-away)
1. OID incentive2. Tweet of the day3. Insta of the day4. Tweet of the day5. Stories
CLICK PERFORMANCE BY DAY – GAMESFEB 23
1. Mens Hockey Win, Story 12. Mens Hockey Win, Story 23. Freestyle Ski, Story 34. Insta of the Day5. OID
CLICK PERFORMANCE: Notable Activity Most clicked features:
1. O.I.D.2. Video3. Instagram of the Day
Olympic historic moments grabbing attention:
1. Feb 12: Double luge history 2nd most clicked story (beat out CAN vs US hockey)
2. Feb 16: Hudec bronze/20 year drought most clicked story (over Dom Maltais silver)
3. Feb 17: Jones curling history 34% of clicks vs. Scott & Tessa silver 16%!!
**Insight: Fans want the info they haven’t heard from media, looking for new/EXCLUSIVE info such as historic results.
Least clicked features:1. Tweet of the Day2. Button ads (other than
O.I.D.)
Story placement doesn’t necessarily influence click rate
Medal moments don’t always win most clicked:
1. Feb 11: Dara/Kim double podium 16% of clicks vs. Luge history at 51% of clicks
2. Feb 14: Chan silver 26% of clicks vs. Hockey roster/sched 32% of click
RECOMMENDATIONS1.Provide MORE exclusive content that other media
doesn’t provide (ex: historic results, stats, infographics)
2. Alternative to buttons ads – different layouts, mix it up!
3. Alternative to Tweet of the Day - Athlete Tweet of the Day or “Athletes to Watch”
4. More exclusive contests/prizes (ex: WIN a trip to Celebration of Excellence!)
http://bit.ly/1gWVEyDhttp://bit.ly/1gWVEyD