Select records by email engagement stats - e.g. percentage of emails opened
I'd like to be able to list some subset of members and include a summary of their email activity in the listing. In other words, I search on active members in a geographic area and want to know how many of them have opened at least 25% of their emails. The only way that I know to do that is to tediously access each member's record and click on "Email settings and log" and then write down "74 sent, 43 opened, 18 clicked". Since the system tracks this statistic, is there any way to list it in a search result. To me, this is a key statistic about member engagement. While I can track how many members have logged in, and how many have opened a specific email/newsletter, and how many have attended certain events (if I create a field to track this and manually update it), there doesn't seem to be any good way to measure email engagement dynamically in a custom search. When I send an email out, the distribution can be diced up so that the same email is sent to each region and then I can track by region how many have opened and clicked. But later if I want a more granular parsing of this data through a more specific search, there doesn't seem to be a way to access the email summary statistics. Ideally, I'd like either of these implementations:
"Email History" as a search term with qualifiers of "Percentage Opened More Than" and "Number Opened More Than" followed by a field where I could enter 1 or 10 or any number up to 100, or
"Percentage of emails opened" as a selectable field in a Custom Layout for a search.
Becky Parsons commented
This is very similar to my wishlist request to add to the search criteria: "email last opened date", "number of emails opened", and "percent of emails opened".
Can these requests be combined so we can get more traction and comments from others?
Becky Parsons commented
This request for options to determine member engagement in emails is strongly related to a wishlist conversation about "bulk changes to contact records". On May 9, 2013 I added to that Wishlist conversation a request to add these search features:
“last email open date” with selection options of “on or before” and “on or after”, and
“number of emails opened” with selection options of “greater than” and “less than”. I want to be able to identify those contacts who are the most engaged (who open emails). I also want to identify those contacts who don't open emails so I can clean out and archive those. We need to have management tools to control the size of our contacts list for our WA subscription cost control, and also to have a clean list to evaluate the effectiveness of our communications. Then, once we have identified our list with these search options, we need a tool to make a bulk online change, for example, to archive contacts, etc.
Please can you consider adding the option to filter for people who have never opened an email?. Not those with delivery problems, but those whose emails are being delivered but are going straight to spam for example.
There is no point sending renewal emails if someone is deleting all their boss' email because they don't think (s)he would be interested in it. I know you can step through the records looking at each one individually and ringing them up, but it would be more efficient (for example) to write.
Great insights - thanks for the details. I can see you are applying rigorous analysis and discipline to your email that I have seen in very few organizations.
We haven't even look at the specifics of how to address this - in any case doing this would mean not doing something else. What we need to do now is evaluate the big picture, how to rank this suggestion among over 2000 other requests we are tracking etc. I am looking forward to feedback from other users.
Very good question. Three answers -
1) sometimes, a bit more granularity in member engagement metrics is desired to determine where effort should be expended. Is region 1 involving their members better than region 2? Are members in one part of the state more engaged in our emails than another? Are there members who open our emails but do not attend any of our functions or vice versa? The answers to these questions would tell us what group to survey, which regional personnel need to communicate better or change topics.
2) chasing member renewals is costly. If we can easily determine those who were opening our emails (engaged) versus those who were not, we could prioritized the engaged lapsed members, before spending a lot on chasing the unengaged. it would also tell us if there is a correlation between lapsed membership and lack of email contact.
3) identifying more engaged members would allow us to target them for board service, for donations, for interviews in our newsletter, and to host events.
Yes, we can now examine each individual member record and build a list for the above. I'm only proposing this would be far easier with a search function.
Are the email statistics contained in a separate file, that is not easily accessible? Is the volume of email stats so large that more processing power would be needed?
We're currently running at about a 50% open rate for sent emails. That's up from 30% when we started two years ago. We'd like to raise that rate even further and any additional data to help us make decisions would be beneficial. Not everything is operationally oriented. Sometimes, metrics are helpful to tell us how well or not well we are doing, and the more granular the better if the cost is not high.
Thanks for being receptive.
Thanks - can you elaborate once you have this information, how would you act on it?
We have 500 active members with email access, so doing this manually takes several hours of repetitive tedium. I have done it once for one of our smaller regions, but as with any metric, the value of the data decays over time. So, unless I'm willing to repeat the process every month or so, doing it once isn't very meaningful. Ideally, we'd like to see how our email "audience" changes over time; whether those opening our emails are also attending our webinars; whether those whose renewal is due in the next two months have been engaged in our emails and newsletters - that kind of thing. Obviously, we can do all of this manually, one member at a time, but having a search result give us this information on a subset of our membership would save a lot of time and effort.
Thanks for posting. I would appreciate more details:
- Are you currently doing this manually/have been doing this before?
- in what scenarios this would be used?
And I would love hearing from other users with similar needs.