This month's Naked Email takes a look at recency; a rolling measure of how recently our subscribers' last interaction with Email-Worx was.
Recency
The charts below show that since April Email-Worx has an open recency of 70% and a click recency of 40%. Which means 70% of our subscriber base (you) has opened at least one issue in the last 2 months and 40% of you have clicked on at least one article. That is very pleasing indeed. By contrast 5.2% of you have not opened and 11.5% of you have not clicked an issue of Email-Worx since February. So we still have some work to do particularly when it comes to making some of you click.
Our recency analysis also highlights the fact that issue 7, (SL "When BIG images work") encouraged more people to open Email-Worx than normal. The effect of issue 7 on click recency is even more pronounced. However issue 6, SL Target payday to improve sales performed relatively poorly.
Basic Metrics
Our basic metrics remain relatively stable, with Issue 11 achieving a slightly higher level of interaction than the three previous issues. We're happy to see that our subscriber base is slowly increasing, and that our subscribers are still finding our content engaging, with 48% of you opening the last issue, clicking on an average of over 2 links each, and still forwarding the content to friends and colleagues.
Frequency
Our frequency has remained quite stable since last month. We'll keep track of this monthly but take a closer look every quarter.
Reach
Email-Worx' reach increased slightly this month, however with new subscribers coming onto the list, the base has increased, making the percentage change appear less impressive than it actually is.
What you've been reading
Our initial content plan was for 6 months, so that we could try out different types of content and find out what you are most interested in reading about, and serialise the content to encourage repeat readership. Many of our content segments are now coming to their end so we have been taking a close look at what you've been reading to develop our next content plan for the upcoming months.
Overall we believe that interesting, new thinking is what our subscribers are after - which can be seen by the spikes in clicks for Issue 2's Metric of the Month (Soft Bounces), and Issue 7's Email by Design (Image Heavy Emails) have been the most popular articles to date. Our subscribers were less interested in content reiterating existing best practice guidance.
Interestingly, the Spotlight Poll results in Issue 10 (Frequency) achieved more clicks than we expected. Due to the amount of content in the newsletter, we initially tried to display the spotlight poll results within the newsletter, so it's interesting to note how many subscribers are interested in the results. However clicks on the Spotlight Poll question were markedly lower than we anticipated, despite our best attempts to blackmail you with great prizes. We're currently re-thinking our prize giveaway to see if we can generate more interaction... so stay tuned!
But wait - there's more...
By combining our email click data with our web page view data we have had to reevaluate our view of what the most popular content segment is. When you overlay web-analytics data with click data, Email by Design is the most popular content segment, followed by Talking Email and Metric of the Month. The AWCM index is also more popular than we first thought, coming in above the Subscription Boot Camp series. We see that there are three times as many page views of the hosted version, than clicks on the hosted version link suggesting that our subscribers are forwarding links to the hosted version friends and colleagues. This is great news, however we need to work on turning these people into subscribers.
