email marketing | beyond the open / click through rate | alan ferguson | mailcamp13

Central Bedfordshire Council www.centralbedfordshire.gov.uk

@alanfergsAlan Ferguson – Web ManagerCentral Bedfordshire Council

Beyond the open / click through rate

Central Bedfordshire Council www.centralbedfordshire.gov.uk

A/B testing

CTR

Open rate

Subject line

Time of day

Day of weekBenchmark

Central Bedfordshire Council www.centralbedfordshire.gov.uk

Look beyond the CTR

Central Bedfordshire Council www.centralbedfordshire.gov.uk

Keep it simple

• Simple questionnaire

• 5 minutes to complete

• Designed in house using Snap surveys

Central Bedfordshire Council www.centralbedfordshire.gov.uk

Multiple choice tick box questions

• How did you hear about our email updates service?

• What topics do you use it for?

• How useful have the updates been?

• What do you read the updates on? (PC, mobile, tablet)

• Would you recommend to a friend?

Central Bedfordshire Council www.centralbedfordshire.gov.uk

Open / free text questions

• Did you have any problems when registering?

• How would you like to see the updates improved?

• Are there any other topics you would like to see email updates about?

• Any further comments about the service?

Central Bedfordshire Council www.centralbedfordshire.gov.uk

1,000 V 28,000

Central Bedfordshire Council www.centralbedfordshire.gov.uk

78% find the service useful and 76% would recommend it to a friend

Central Bedfordshire Council www.centralbedfordshire.gov.uk

“Even if I find news from you interesting, I wouldn't normally talk about council updates with my friends.”

Just 2.3% HEARD about the service from a friend!

Central Bedfordshire Council www.centralbedfordshire.gov.uk

79%13%

8%

Central Bedfordshire Council www.centralbedfordshire.gov.uk

OMG, check out the latest Adult Education courses

Central Bedfordshire Council www.centralbedfordshire.gov.uk

Pending road improvements

Perhaps roadworks?

Road repairs – where and when

Pavement repairs

Repairing potholes

Progress with road works

When roads are being resurfaced

Central Bedfordshire Council www.centralbedfordshire.gov.uk

Interested in job opportunities

Font size is rather large

Emails need a more modern feel

Not a huge Twitter FB fan so emails suit me

They are clear and short

Your colour scheme is ugly

Central Bedfordshire Council www.centralbedfordshire.gov.uk

Are you listening to your customers?