A large part of my job revolves around reporting and looking at how campaigns have performed on a whole – this way we can take note and improve future campaigns. With a majority of them being online and being driven from both the newspaper and email it is improtant that we are maximising our return and making sure all promotions are getting the best response possible. This section has a couple of examples of my campaign reporting that I have created.
You can see examples of Reader Offer promotion here
Consecutive Open Frequency
When reporting on the performance of emails – the main measure is their open and click rate.
With the usual response rates increasing and measures put in place to improve targeting and response through relevance and segmentation the next question was “should we be running offers on consecutive weeks or every other week in order to hit the best number of our base”
Needing the best response possible to our Reader Offer promotions it was improtant that we are hitting the largest number of the base possible and could possibly be repeating ourselves or worse missing people by being sporadic and assuming they they open each week.
I took a 6 week sample of our base to measure this and find out how man people within our base were opening consecutively.
As you can see below the results were positive showing that our base do open fairly consecutively in general.
This meant ratehr than changing promos every week to look fresh – the longer running ones that might not be as tempting (i.e 2for1 or discounts rather than FREE) so therefore they should cycle through the newsletter positions giving them maximum exposure but al;so keeping the weekely newsletter looking different, fresh and not to samey when mixed in with the shorter lived FREE offers driving the majority of traffic.
Download the Consecutive Open Frequency report (example) to see the full presentation and thinking.
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D&D Dining offer results
D&D have run offers with us where you can dine at a discounted rate at their restaurants by downloading vouchers.
The below was used to illustrate the results in their most simple form. Showing what price point and pages generated the people that then went through to download the voucher as well as identifying where people maybe dropping off through the process. For example if there was high traffic to the £30 page but then not many people logging in or downloading the voucher.
We could also track each individual price point voucher to see this conversion rate. We could also identify any duplicates in this process to just get down to the numbers of individuals taking up this offer.
The below then went on to give the top line figures of visitorswhich then converted to download a voucher.
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Email reporting dashboards
Each week we send out multiple emails whether they are solus campaigns or regular weekely newsletter they all have reports and dashboards to make sure we are tracking the performance and continuing to grow. Below is an example of a weekly newsletter dashboard.
- This tracks the average open and click rates
- The total number of clicks and opens for a month
- The weekly performance of all newsletter and subject lines
- A full break down of the click performance of all offers featured previously in the newsletter
- A click heat map of that weeks email
- website figures
- Growth graphs for the year MoM and WoW
