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ABR Communications Report
- 1. Communications ANALYTICAL REVIEW » EMAIL : SOCIAL : WEB
- 2. WEB ANALYTICS » Annual / Monthly Overview • Visits: 90,466 / 5,991 • Pageviews: 224,911 / 14,284 • UniqueVisitors: 53,777 / 4,404 • Avg.Visit Duration: 2:31 / 2.21 • Pages/Visit: 2.49 / 2.38 6.28% 24.51% 28.66% 22.24% 12.54% 5.77% 18-24 25-34 35-44 45-54 55-64 65+ DEMOGRAPHICS BY AGE 60.30% 39.70% BY GENDER Female Male
- 3. WEB ANALYTICS » Top Pages Pages Pageviews % Pageviews Home 57,559 25.59% Membership » Orientation 7,215 3.21% Membership 7,061 3.14% Multi-Million Dollar Sales Club 6,169 2.74% Renewal Information 5,882 2.62% Events » MMDSC 5,070 2.25% Membership » JoinToday 4,569 2.03% Education » Courses 4,543 2.02% Contact Us » Staff 4,209 1.87% Education » Courses » CE 4,137 1.84% 46.99% 46.72% 4.73% 1.55% Channels Direct Organic Search Referral Social
- 4. WEB ANALYTICS » Usage 7739 44% 4449 26% 3617 21% 1,651 9% BROWSERS Chrome Safari Internet Explorer Firefox 12,905 73% 3,828 21% 996 6% DEVICES Desktop Mobile Tablet 78% 22% SESSIONS Apple Samsung
- 5. EMAIL ANALYTICS » Email Marketing Metrics, Defined Four key metrics are used in this report: delivery, open, click and unsubscribe rates. • Delivery rate is the percentage of emails that were not reported back to the email delivery system as bounced or blocked. • Open rate is the percentage of delivered emails that were reported back to the email delivery system as having been opened. If the text version of an email is read, it is not counted. Likewise, if an HTML email is read with the images turned off, it is not counted. However, if an email is opened with images off, but a link is clicked, the email is counted as being opened. Open rate only includes unique subscribers. Multiple opens by one subscriber only count once. • Click rate is the percentage of opened emails clicked by the recipient. Clicking a link in a text email is not counted as a click. Click rate only includes unique subscribers. Multiple clicks by one subscriber only count once. • Unsubscribe rate is the percentage of recipients who unsubscribed from a particular mailing.
- 6. EMAIL ANALYTICS » Key Findings • 72% of email subscribers were sent 1-5 emails per month. However, subscribers that were sent 6-10 emails had slightly higher open and click rates. • Mobile usage (38.07%) has dropped slightly and desktop usage (39.72%) has returned to the most frequently used email client type. • Over 40% of emails are read on iPhones or in Outlook 2010.The most-used email clients are iPhones (mobile),Outlook 2010 (desktop), and Gmail (web). • Engagement rates decrease as mailing size increases. Mailings sent to less than 50 people had open rates 34% higher than the industry benchmark. • Messages sent at night had the highest open rates and messages sent midday had the highest click rates. The day of week had very little influence on open and click rates. Email volume was significantly smaller on weekends, but open rates rose slightly while click rates remained consistent. • Subject lines with fewer than 40 characters have open rates above the 35.49% open rate benchmark. * Informz’ 2015Association Benchmark Report.
- 7. EMAIL ANALYTICS » Comparison by Industry Industry Open Click Unsubscribe Non-Profit 25.63% 2.96% 0.19% Professional Services 21.21% 2.75% 0.31% Public Relations 20.41% 1.84% 0.24% Real Estate 22.11% 2.22% 0.33% Social Networks and Online Communities 22.15% 3.74% 0.23% Atlanta Board of REALTORS® 28.16% 2.19% .02% * Statistics above were taken from Mailchimp. Similar statistics can be found on Smart Insights, ConstantContact, etc.
- 8. EMAIL ANALYTICS » Campaign Comparison by Subscription Subscription Avg. # Sent # of Messages Open Open Avg. Deviation Click Advocacy 1946 7 27.51% 2.47 2.58% Events 5026 32 27.95% 1.62 1.29% General News 4989 83 29.48% 3.04 2.59% GIRE 4365 39 23.84% 2.66 2.66% Governmental Affairs 4989 23 26.76% 1.64 1.28% Total Messages Sent 185
- 9. EMAIL ANALYTICS » The Best & The Worst by Open Rate Campaign Message Sent # of Messages Open Click Advocacy Atlanta Councilmember Reception 06.16.15 236 34.75% 2.58% Atlanta $9MTransportation Bond 03.16.15 60 25.00% 5.00% Events REBarCamp 2014 09.24.15 4850 32.90% 1.69% Chili Cook-off 10.9.14 4883 24.48% .80% General MMDSC Info 11.28.14 4910 28.75% 4.32% November 2014 Monthly Survey 11.05.14 4889 18.11% 2.40% GIRE Subject:GAR Contracts 07.28.14 3962 33.16% 5.18% Subject:CMRS Designation 09.29.14 4177 16.00% 1.37% Gov’t 2014 Election Guide 10.27.14 4915 29.69% 5.28% RPAC Deadline 09.30.14 4864 23.68% .51%
- 10. SOCIAL MEDIA ANALYTICS » Overview • Facebook 2,603 Fans | 3,000 Average Reach • Twitter 4,828 Followers • LinkedIn 786 Members (Members Only Group) • Google+ 312 Followers | 336,293 views • YouTube 58 Subscribers | 9,132Views
- 11. SOCIAL MEDIA ANALYTICS » Facebook Insights Greatest Reach in the past month…
- 12. SOCIAL MEDIA ANALYTICS » Facebook Insights Greatest Engagement in the past month…
- 13. SOCIAL MEDIA ANALYTICS » YouTube Most WatchedVideo of the past year… 238Views for Leadership DevelopmentTestimonials
- 14. OTHER COMMUNICATIONS • All listserv messages do not include an opt-out footer, nor do we have any tracking for these messages. All listservs are directly tied to our member database. • General Listservs These moderated lists allow staff and President to communicate directly with various member sets (All Members, Brokers, Affiliates). These are used sparingly to preserve the full list. We do have to opt members out when requested. • Committee Listservs These lists allow anyone within the Committee to communicate with one another. • Direct Staff Communication • via email – no tracking • Phone
- 15. Communications ANALYTICAL REVIEW » EMAIL : SOCIAL : WEB
Editor's Notes
- Hi, my name is Renee Beidler. I am the Web & Communications Director and have worked for the Atlanta Board for 11 years. I just want to give you an overview of what we are currently doing in terms of internal/member communications.
- We have had 3 major web redesigns during my tenure, most recently in 2013 to update to a responsive design. We are planning another web redesign in 2016 to move to a scrolling “paralax” design. We receive a lot of web traffic monthly and our demographics are reflective of our membership.
- These numbers are from the past 365 days. These top pages give us an idea of what is most important to our members. You can see we are receiving our traffic through 2 primary channels: Direct traffic coming from emails or members directly typing the URL. Organic Search is traffic coming directly through search engines and not paid advertisements.
- Here is some additional data.
- We use Blackbaud software to deliver our member communications. This system is provided for free from NAR and is directly tied to NRDS. This is a key feature as we do not have to manually upload new members into the system, they are added automatically. We can also track email usage and advocacy participation for each of our members. I think most of the information provided here is somewhat self-explanatory. Some people are confused about the Open rate. They think if they only read something in the reading preview of Outlook for instance, that it has not been marked as read. This gives a good explanation of how Open rates are calculated. Once upon a time, we sent monthly newsletters and occasional emails for our larger events. The open rate was significantly higher for the one-off emails, so we decided to forego the monthly newsletter and move to single message emails. This improved our overall open rate from by approximately 4%. We also migrated to mobile responsive emails in 2013 to keep up with changing behaviors. As referenced above, emails are bounced/blocked by email servers. Blackbaud and other email systems maintain their integrity by removing these email addresses from the list. This is in compliance with the CAN-SPAM Act. We have an annual process in place to notify any member who has been removed from our list. When possible, we notify all members of their email status to make sure we aren’t missing anyone who wants to receive our messages.
- ASAE Magazine is an association for associations. The findings in this report compiled by Informz was compiled from only member associations. As you will see on the next slide, it is often difficult to get email marketing stats specifically for our industry, so this report provides some great information. We do try to keep subject lines short and to the point. This is particularly important for mobile readers. Interesting point… Open rates do well at night and on the weekends.
- While we are a non-profit, that Industry also includes charitable giving organizations, which would have a much different audience.
- Interestingly, General News is the most varied as represented by the average deviation, but also has the highest open rate and the most number of messages sent.
- Interestingly, the worst open rate for Advocacy, still had a great click rate.
- Each social media channel offers a different and more targeted engagement with our members. Facebook is the most successful channel for our purposes. The most successful posts are the social ones, photos, videos, humor. Facebook is run by a very complicated algorithm and shares and engagement with our posts help boost our overall reach. Twitter is harder to measure it’s utility because we really don’t know how many members are actually following us. Twitter’s feed is real-time (not algorithmic) and therefore could be more effectively used for major events and legislative/advocacy issues. Our LinkedIn group is for members only. We can send LinkedIn emails and do so sparingly. Members could use the group as a discussion board and share relevant Industry news/articles. Google+ does not have a lot of traction in the US, but does greatly affect your Search Engine Optimization (SEO). We post all video content on our YouTube channel. We always promote the videos via email, social media and web. However, gaining subscribers is also a great additional way to communicate. Active subscribers receive emails anytime we upload new videos.
- As you can see, our members like what they like. While posts like this are not directly related to our ongoing activities and benefits, the engagement is critical to make sure that our organizational messages are actually seen in members’ newsfeeds.
- Photos are always well received, especially after our events. Tagging is very important for increasing our engagement and we encourage everyone to tag their friends if they see them in a post. We try to get this ball rolling, but need your help.
- We have steadily increased our video production and have many more planned for the future.
- We intend to use our listservs to a greater extent in the year ahead. We will continue to use sparingly, perhaps 1-2 a month to the general membership and bi-weekly to brokers. This list has been preserved with a greater number of recipients than our email blasts because we have used it sparingly, so we want keep that balance. Text messaging has been utilized for YPN and has long been considered for the broader membership. We would like to have a system that is tied to our member database and will continue to investigate options in the year ahead. Additionally, committee listservs could be used for mobilization when needed. For example, we could send out a request for leadership nominations to each association.
- I hope this helps everyone better understand what our current efforts include. We can always re-assess how we are using any communication channel and welcome any feedback or suggestions. It would be my hope that this committee can act as ambassadors for the Board and spread our reach to more members. If anyone ever mentions that they are not receiving our messages, please tell them to send an email to communications@abr.org and we will investigate the issue. Are there any questions?