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?