ANALYSIS OF OPEN RATESStanford ReportJanuary-July 2011Brandon D. Brown
OPENS FROM EMAIL, JANUARY-JULY   Overall average: 6,489.01 opens per day       16.5% increase from 2010 (Jan-Jul)   Hig...
AVERAGE OPENS: MONTHLY   January: 6,505.90                May: 6,601.81      14.5% increase from 2010         18.4% in...
HOW HAVE MONTHLY OPEN RATES CHANGED?7000600050004000300020001000  0                2010   2011
AVERAGE OPENS: DAILY Tuesday continues to have the highest open  average Actual averages:       Monday: 6,556.42      ...
HOW HAVE DAILY OPEN RATES CHANGED?7000600050004000300020001000  0       Monday   Tuesday   Wednesday Thursday   Friday    ...
BREAKDOWN OF OPENS FOR ADS   Averages       Ad 1 (right-hand scroll bar): 71.64           6.8% increase from 2010     ...
MONTHLY AD OPEN AVERAGES160140120   62.95           66.09100           56.44           57.95   64.12                      ...
ARTICLE HIT RATES   Average for most opened article (per day): 879       Most popular: 2,740           Stanford’s new M...
TOP ARTICLES, JAN-JULY 20111.       Stanford’s new Matadero Trail opens to         the public today (Stanford Report)     ...
TOP ARTICLES, CONT.6.        The Stanford Prison Experiment: In          their own words (Stanford magazine)             ...
TOP ARTICLES, CONT.11.       Stanford ‘disappointed’ in High Court          ruling in Roche case (Stanford          Report...
TOP ARTICLES, CONT.16.       Campus to receive collection of 20th-century          American art (Stanford Report)        ...
TOP 10 RESEARCH ARTICLES1.       Early math lessons change kids’         brains, researchers say (Stanford School         ...
TOP RESEARCH ARTICLES, CONT.6.        Shadow Mothers: Why the first shift still          matters (Clayman Institute)      ...
IN THE NEWS...    Most popular stories               Least popular stories   Stanford student becomes         Stanford l...
CAMPUS ANNOUNCEMENTS   Readers care about their safety and personal wellness   Top Announcements:       Police sketch r...
SUBJECTS LEAST LIKELY TO ATTRACT CLICKS   Clicks under 300     Women’s athletics     Lively Arts/performances/film scre...
SR HIGHEST OPEN COUNTS1.       8,041-Wednesday, May 25           Funky Frost: An amphitheaters raucous rock n roll era   ...
SR HIGHEST OPEN COUNTS, CONT.6.        7,399-Tuesday, February 22            Disordered proteins may be a culprit in spre...
THE DISH               Most Popular                                       Least Popular1.       Pundits reflect on ANDREW ...
CONCLUDING REMARKS   Readership is still consistent, but has significantly increased       Combination of increase in vo...
CONCLUDING REMARKS, CONT   When it comes to research articles, readers appear    to be more interested in topics that aff...
RECOMMENDATIONS   Conduct an annual readership survey        This will place the open rates and clicks into context for ...
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Stanford Report: Open Rate Analysis

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I conducted a readership analysis of the Stanford Report, which delivers news and information about the Stanford community via email each weekday.

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Stanford Report: Open Rate Analysis

  1. 1. ANALYSIS OF OPEN RATESStanford ReportJanuary-July 2011Brandon D. Brown
  2. 2. OPENS FROM EMAIL, JANUARY-JULY Overall average: 6,489.01 opens per day  16.5% increase from 2010 (Jan-Jul) Highest open:  8,041  Wednesday, May 25, 2011  Funky Frost: An Amphitheaters raucous rock n roll era  $20 million endowment created for bioengineering projects  Provost to present 2012 budget plan to Senate Thursday Lowest open:  5,999  Friday, April 22, 2011  Sugarcane changes local temperature, researchers say  American Academy of Arts & Sciences names new scholars  British theater duo bring experimentation to drama faculty
  3. 3. AVERAGE OPENS: MONTHLY January: 6,505.90  May: 6,601.81  14.5% increase from 2010  18.4% increase from 2010 February: 6,467.05  June: 6,507.90  17.4% increase from 2010  18.7% increase from 2010 March: 6,433.43  July (partial): 6,239.43  16.4% increase from 2010  12.3% increase from 2010 April: 6,410.81  13.5% increase from 2010
  4. 4. HOW HAVE MONTHLY OPEN RATES CHANGED?7000600050004000300020001000 0 2010 2011
  5. 5. AVERAGE OPENS: DAILY Tuesday continues to have the highest open average Actual averages:  Monday: 6,556.42  Tuesday: 6,589.29  Wednesday: 6,522.07  Thursday: 6,332.61  Friday: 6,446.74 Although holidays continue to fall on Mon and Fri, readership on both days has increased significantly, by 18.6% and 18%, respectively
  6. 6. HOW HAVE DAILY OPEN RATES CHANGED?7000600050004000300020001000 0 Monday Tuesday Wednesday Thursday Friday 2011 2010
  7. 7. BREAKDOWN OF OPENS FOR ADS Averages  Ad 1 (right-hand scroll bar): 71.64  6.8% increase from 2010  Ad 2 (bottom of page, larger): 62.28  5.1% increase from 2010 Most popular ads:  Ad 1 location:  Stanford Dining: Faculty/Staff Meal Plan  Monday, January 10, 2011  387 opens  Ad 2 location:  Stanford Dining: Faculty/Staff Meal Plan  Friday, January 14, 2011  233 opens
  8. 8. MONTHLY AD OPEN AVERAGES160140120 62.95 66.09100 56.44 57.95 64.12 62.6 80 60 Ad 2 69.29 Ad 1 40 83.9 75.8 78.5 76.5 72.7 58.1 20 24 0
  9. 9. ARTICLE HIT RATES Average for most opened article (per day): 879  Most popular: 2,740  Stanford’s new Matadero Trail opens to the public today  Friday, May 20  Least popular: 298  Cantor Director Seligman to retire at the end of the year  Tuesday, January 11 Popular Themes:  Health & wellness (BeWell@Stanford series)  Changes to campus life  Expansion  Deaths  University accolades  Individual and group
  10. 10. TOP ARTICLES, JAN-JULY 20111. Stanford’s new Matadero Trail opens to the public today (Stanford Report)  5/20/2011  2,7402. Campus encourages commuters to tweak p.m. drive home (Stanford Report)  2/16/2011  2,3103. BeWell@Stanford: Kerry Breuer’s diet to end all dieting  5/27/2011  2,1044. Q&A: Thomas Henriksen on the killing of Osama bin Laden (Stanford Report)  5/3/2011  1,9385. Facebook Open Office Hours with Betsy and James Franco (Facebook.com)  3/11/2011  1,754
  11. 11. TOP ARTICLES, CONT.6. The Stanford Prison Experiment: In their own words (Stanford magazine)  7/14/2011  1,7407. Early math lessons change kids’ brains, researchers say (Stanford School of Medicine)  6/8/2011  1,7118. Your exercise resolutions: Staying the course (BeWell@Stanford)  1/19/2011  1,6229. Eight scholars selected to the National Academy of Sciences (Stanford Report)  5/5/2011  1,60210. Stanford v. Roche goes before U.S. Supreme Court Monday (Stanford Report)  2/24/2011  1,586
  12. 12. TOP ARTICLES, CONT.11. Stanford ‘disappointed’ in High Court ruling in Roche case (Stanford Report)  6/7/2011  1,53712. BeWell@Stanford: Realistic steps to successful fitness plans  1/5/2011  1,50313. Ten undergraduates win Deans’ Award for academic work (Stanford Report)  5/9/2011  1,47414. Memorial set for visiting scholar Rune Nielsen (Stanford Report)  1/19/2011  1,43815. Memorial Church weddings offer unique way to say ‘I do’ (Stanford Report)  7/6/2011  1,431
  13. 13. TOP ARTICLES, CONT.16. Campus to receive collection of 20th-century American art (Stanford Report)  6/14/2011  1,42917. Want to lower your medical contribution in 2012? (BeWell@Stanford)  4/29/2011  1,37618. BeWell@Stanford: Cliff Nass on our love/hate relationship with smartphones  3/17/2011  1,33419. Stanford submits expression of interest for NYC campus (Stanford Report)  3/18/2011  1,27420. Orange Bowl goes to the Cardinal: Stanford 40, VA Tech 12 (GoStanford.com)  1/4/2011  1,262
  14. 14. TOP 10 RESEARCH ARTICLES1. Early math lessons change kids’ brains, researchers say (Stanford School of Medicine)  6/8/2011  1,7112. Failure can lead to ‘breakthrough thinking,’ GSB’s Shiv says (Stanford GSB News)  3/7/2011  1,1953. Separation anxiety: Are we plugged in but tuned out? (Stanford magazine)  1/24/2011  1,1924. Psychologists’ exercise raises GPAs of minority students (Stanford Report)  3/18/2011  1,1875. Type-2 diabetes linked to autoimmune reaction in study (Stanford School of Medicine)  4/25/2011  1,175
  15. 15. TOP RESEARCH ARTICLES, CONT.6. Shadow Mothers: Why the first shift still matters (Clayman Institute)  7/5/2011  1,1637. How ‘computer geeks’ replaced ‘computer girls’ (Clayman Institute)  6/6/2011  1,0298. Researchers try to untangle the root causes of autism (Stanford magazine)  1/19/2011  9859. Research shows sharing in sorrow might make us happier (Stanford Report)  1/6/2011  98310. Paying star employees well is a good strategy for innovation (Stanford GSB News)  1/25/2011  945
  16. 16. IN THE NEWS... Most popular stories Least popular stories Stanford student becomes  Stanford law students youngest venture capitalist appeal three strikes (Link to (Link to Menlo Park Patch) Washington Post)  5/10/2011  2/1/2011  709  178 10 great opening lines from  What would you do if you Stanford admissions essays saw a waitress refusing to (Link to CBS serve gay parents? (Link to MoneyWatch.com) ABC News)  6/16/2011  5/20/2011  619  332 Americas best high schools  Thiel Fellowship pays 24 (Link to Newsweek) talented students $100,000  6/21/2011 not to attend college (Link to  468 Chronicle of Higher Ed)  5/26/2011  341
  17. 17. CAMPUS ANNOUNCEMENTS Readers care about their safety and personal wellness Top Announcements:  Police sketch released of the suspect alleged to have assaulted a female student Monday, Jan. 3, near Manzanita Field  1/7/2011  998  Police sketch released for Munger robbery suspect  5/12/2011  804  Happiness Within Reach conference  1/28/2011  605
  18. 18. SUBJECTS LEAST LIKELY TO ATTRACT CLICKS Clicks under 300  Women’s athletics  Lively Arts/performances/film screenings  Links to external news stories (In the News section)  Senate meeting minutes Some subjects have attracted more clicks this year, more than likely due to their high-profile nature  Obituaries  Senate meetings (decisions, pending changes)  Awards
  19. 19. SR HIGHEST OPEN COUNTS1. 8,041-Wednesday, May 25  Funky Frost: An amphitheaters raucous rock n roll era  $20 million endowment created for bioengineering projects  Provost to present 2012 budget plan to Senate Thursday2. 7,984-Monday, January 10, 2011  Helping researchers find solutions to real-world problems  New curriculum gives English majors the big picture  Hennessy praises Harbaugh for re-energizing football3. 7,811-Wednesday, March 30  Undergraduate Admission invites 2,427 to the Class of 2015  Blood test may help predict heart transplant rejection  Sharing Stanford’s harvest through the Gleaning Project4. 7,782-Tuesday, April 26  Knight Management Center Open House set for Friday  Q&A: Stedman on democracy’s surge, integrity in elections  Racial disparity persists in heart-transplant mortality rates5. 7,587-Tuesday, June 21  Childhood in a ‘dustbowl:’ thin soup, wooden mattresses  James Jucker, retired industrial engineering professor, dies  Trustees approve several campus construction projects
  20. 20. SR HIGHEST OPEN COUNTS, CONT.6. 7,399-Tuesday, February 22  Disordered proteins may be a culprit in spreading disease  Math stereotypes equal too few women in STEM fields  Video: Hennessy on meeting The Stanford Challenge7. 7,350-Monday, January 31  Scientists’ ‘nanodomes’ could lead to thin-film solar cells  Pan-Asian Music Festival focuses on Mongolia, ‘the steppes’  Lythcott-Haims holds Facebook Open Office Hours8. 7,348-Tuesday, January 4  Orange Bowl goes to the Cardinal: Stanford 40, VA Tech 12  2010 Annual Report addresses campus transformation  Raindrops reveal how a wave of mountains moved south9. 7,248-Tuesday, May 3  Q&A: Thomas Henriksen on the killing of Osama bin Laden  ‘Small fry’ fish also vulnerable to population plunges  Writer Thomas Friedman on Facebook Open Office Hours10. 7,168-Monday, June 13  Felipe Calderón: ‘You must never, ever give up’ on ideals  Gail Bowman: No need to be perfect to live a successful life  Rob Reich: ‘Your education here has not been frivolous’
  21. 21. THE DISH Most Popular Least Popular1. Pundits reflect on ANDREW 1. CHARBEL FARHAT named fellow of LUCKs decision to stay at Stanford the Society for Industrial and Applied and forgo the NFL for now . . . Mathematics . . .  Friday, January 7, 2011  Monday, April 11, 2011  744 hits  67 hits2. Heres something you dont see 2. Psychologists LERA BORODITSKY every day: Five very large and NOAH GOODMAN receive 21st helicopters landing on the Sand Hill Century Science Initiative grants Road playing fields, one carrying from the James S. McDonnell PRESIDENT OBAMA... Foundation . . .  Thursday, April 21, 2011  Thursday, February 17, 2011  664 hits  72 hits3. GRADUATE SCHOOL OF 3. KAROL BERGER receives the BUSINESS records a stunning Glarean Award for musical research aerial shot of the campus . . . ...  Monday, March 7, 2011  Thursday, June 30, 2011  497 hits  76 hits
  22. 22. CONCLUDING REMARKS Readership is still consistent, but has significantly increased  Combination of increase in voluntary subscribers and the audience becoming more acclimated since the SR is in its 2nd full year of being online Tuesday averages most opens, and five of top 10 SRs were published on Tuesday Ad 1 location (right-hand scroll bar) has a 15% increase in average opens over Ad 2 location (bottom of page)  However, ads displaying sales/discounts/good deals are the most popular overall, despite location Again, stories that the readers can connect to are the most popular: BeWell series, campus changes, deaths of students/faculty/staff
  23. 23. CONCLUDING REMARKS, CONT When it comes to research articles, readers appear to be more interested in topics that affect them on a daily basis: family, health, salary The Dish  Does not attract as many readers as the SR, but what’s hot is hot and what’s not is…not  Intro statement to story makes a difference, the more descriptive and exciting the better
  24. 24. RECOMMENDATIONS Conduct an annual readership survey  This will place the open rates and clicks into context for the researcher and allow him or her to provide more insight as to why certain stories/ads/etc. are popular and what topics readers want to see included Limitations to measurement  Use of Facebook and Twitter means that not all opens and hits are counted Time of emails  Would it help to send the SR a little later in the day to prevent getting overlooked in readers’ inboxes?  Survey readers to see if they think a time change would be beneficial On-going tracking of data  Excel spreadsheet templates will allow researcher to compile data and perform calculations in a neat, organized manner  Better for tracking trends The Dish  A social media platform would be especially useful for this segment  Also, maybe using this section specifically for stories with some sort of entertainment value would be helpful  Consider a new layout/design

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