Transcript
Page 1: 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

Page 2: Email marketing | Beyond the Open / Click through rate | Alan Ferguson | MailCamp13

Central Bedfordshire Council www.centralbedfordshire.gov.uk

A/B testing

CTR

Open rate

Subject line

Time of day

Day of weekBenchmark

Page 3: Email marketing | Beyond the Open / Click through rate | Alan Ferguson | MailCamp13

Central Bedfordshire Council www.centralbedfordshire.gov.uk

Look beyond the CTR

Page 4: Email marketing | Beyond the Open / Click through rate | Alan Ferguson | MailCamp13

Central Bedfordshire Council www.centralbedfordshire.gov.uk

Keep it simple

• Simple questionnaire

• 5 minutes to complete

• Designed in house using Snap surveys

Page 5: Email marketing | Beyond the Open / Click through rate | Alan Ferguson | MailCamp13

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?

Page 6: Email marketing | Beyond the Open / Click through rate | Alan Ferguson | MailCamp13

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?

Page 7: Email marketing | Beyond the Open / Click through rate | Alan Ferguson | MailCamp13

Central Bedfordshire Council www.centralbedfordshire.gov.uk

1,000 V 28,000

Page 8: Email marketing | Beyond the Open / Click through rate | Alan Ferguson | MailCamp13

Central Bedfordshire Council www.centralbedfordshire.gov.uk

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

Page 9: Email marketing | Beyond the Open / Click through rate | Alan Ferguson | MailCamp13

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!

Page 10: Email marketing | Beyond the Open / Click through rate | Alan Ferguson | MailCamp13

Central Bedfordshire Council www.centralbedfordshire.gov.uk

79%13%

8%

Page 11: Email marketing | Beyond the Open / Click through rate | Alan Ferguson | MailCamp13

Central Bedfordshire Council www.centralbedfordshire.gov.uk

OMG, check out the latest Adult Education courses

Page 12: Email marketing | Beyond the Open / Click through rate | Alan Ferguson | MailCamp13

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

Page 13: Email marketing | Beyond the Open / Click through rate | Alan Ferguson | MailCamp13

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

Page 14: Email marketing | Beyond the Open / Click through rate | Alan Ferguson | MailCamp13

Central Bedfordshire Council www.centralbedfordshire.gov.uk

Are you listening to your customers?


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