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Email Campaign Performance Sochi 2014
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Email Campaign Performance Sochi 2014

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  • 1. E-MAIL CAMPAIGN ANALYSIS SOCHI 2014 Jessica Sammut
  • 2. Pre-Games (weekly) E-MAIL CAMPAIGN PERFORMANCE DEC 31-FEB 24 0 10 20 30 40 50 60 70 ENGAGEMENT Open Rate EN Click Rate EN Open Rate FR Click Rate FR Games (daily)
  • 3. DATABASE PERFORMANCE-ENGLISH FEB 7-FEB 23 40000 45000 50000 55000 60000 65000 70000 7-Feb 8-Feb 9-Feb 10-Feb 11-Feb 12-Feb 13-Feb 14-Feb 15-Feb 16-Feb 17-Feb 18-Feb 19-Feb 20-Feb 21-Feb 22-Feb 23-Feb E-MAIL REGISTRATION PER DAY: GAMES Total New Subscribers
  • 4. DATABASE PERFORMANCE-FRENCH FEB 7-FEB 23 10000 11000 12000 13000 14000 15000 7-Feb 8-Feb 9-Feb 10-Feb 11-Feb 12-Feb 13-Feb 14-Feb 15-Feb 16-Feb 17-Feb 18-Feb 19-Feb 20-Feb 21-Feb 22-Feb 23-Feb E-MAIL REGISTRATION PER DAY: GAMES Total New Subscribers
  • 5. DATABASE PERFORMANCE FEB 7-FEB 23 0 20 40 60 80 100 120 140 160 180 7-Feb 8-Feb 9-Feb 10-Feb 11-Feb 12-Feb 13-Feb 14-Feb 15-Feb 16-Feb 17-Feb 18-Feb 19-Feb 20-Feb 21-Feb 22-Feb 23-Feb UNSUBSCRIBERS PER DAY: GAMES Unsubscribe-EN Unsubscribe-FR
  • 6. CLICK PERFORMANCE: GAMES TOP 5 CLICKED LINKS
  • 7. CLICK PERFORMANCE BY DAY – GAMES FEB 6 1. Figure Skating Team Event, Story 2 2. Official Team, Story 1 3. OID 4. Dufour-Lapointe sisters, Story 3 5. McMorris, feature video
  • 8. CLICK PERFORMANCE BY DAY – GAMES FEB 8 1. 1-2 Podium Justine/Chloe, Story 1 2. Figure Skating Team Event, Story 4 3. OID 4. Insta of the Day 5. McMorris bronze, Story 2
  • 9. CLICK PERFORMANCE BY DAY – GAMES FEB 9 1. Silver figure skating team event, Story 1 2. Sochi Live Coverage, Story 2 3. Figure Skating infographic, Story 3 4. Insta of the Day 5. OID
  • 10. CLICK PERFORMANCE BY DAY – GAMES FEB 10 1. Bilodeau Gold, Story 2 2. Hamelin Gold, Story 1 3. OID 4. Photo Blog, Story 3 5. Hamelin feature video
  • 11. CLICK PERFORMANCE BY DAY – GAMES FEB 11 1. Alex Gough makes history, Story 2 (51% of clicks!) 2. Dara and Kim gold bronze, Story 1 3. Luge infographic 4. Freestyle ski training feature video 5. OID
  • 12. CLICK PERFORMANCE BY DAY – GAMES FEB 12 1. Denny silver, Story 1 2. Doubles Luge history, Story 3 3. CAN vs US hockey, Story 2 4. Denny Morrison feature video 5. OID
  • 13. CLICK PERFORMANCE BY DAY – GAMES FEB 13 1. Chan chases Hanyu, Story 3 2. Hockey roster/schedule, Story 4 3. CAN vs Norway hockey, Story 1 4. Hockey InfoGraphic, Story 2 5. Subban & Price feature video
  • 14. CLICK PERFORMANCE BY DAY – GAMES FEB 14 1. Hockey roster/schedule, Story 2 2. Chan silver, Story 1 3. Jacobs winning streak, Story 4 4. Sarah Reid feature video 5. Skeleton InfoGraphic, Story 3
  • 15. CLICK PERFORMANCE BY DAY – GAMES FEB 15 1. Denny bronze, Story1 2. Chan silver dissapointment, Story 4 3. 7 days of moments, Story 2 4. Denny Morrison feature video 5. OID
  • 16. CLICK PERFORMANCE BY DAY – GAMES FEB 16 1. Jan Hudec bronze, Story 1 2. Drew Doughty/Finland win, Story 3 3. Dom Maltais silver, Story 2 4. Subban & Price feature video 5. Insta of the day
  • 17. CLICK PERFORMANCE BY DAY – GAMES FEB 17 1. Jones curling history, Story 2 2. Tess & Scott feature video 3. Tessa & Scott silver, Story 1 4. Womens hockey semifinal, Story 3 5. Insta of the day
  • 18. CLICK PERFORMANCE BY DAY – GAMES FEB 18 1. Humphries & Moyse aim for gold, Story 3 2. Curling InfoGraphic, Story 4 3. Womens short track silver, Story 1 4. Mike Riddle silver, Story 2 5. Kirsten & Dylan feature video
  • 19. CLICK PERFORMANCE BY DAY – GAMES FEB 19 1. Womens Bobsleigh Win, Story 1 2. Mens Hockey, Story 3 3. Womens Curling, Story 2 4. Ice Hockey IG, Story 4 5. Insta of the Day
  • 20. CLICK PERFORMANCE BY DAY – GAMES FEB 20 1. Womens Figure Skating, Story 4 2. Womens Hockey Win, Story 1 3. Women Curling Win, Story 2 4. Womens Bobsleigh, Story 3 5. OID
  • 21. CLICK PERFORMANCE BY DAY – GAMES FEB 21 1. Mens Hockey, Story 4 2. Womens SX, Story 1 3. Mens Curling, Story 2 4. Insta of the day 5. OID
  • 22. CLICK PERFORMANCE BY DAY – GAMES FEB 22 (Give-away) 1. OID incentive 2. Tweet of the day 3. Insta of the day 4. Tweet of the day 5. Stories
  • 23. CLICK PERFORMANCE BY DAY – GAMES FEB 23 1. Mens Hockey Win, Story 1 2. Mens Hockey Win, Story 2 3. Freestyle Ski, Story 3 4. Insta of the Day 5. OID
  • 24. CLICK PERFORMANCE: Notable Activity  Most clicked features: 1. O.I.D. 2. Video 3. Instagram of the Day Olympic historic moments grabbing attention: 1. Feb 12: Double luge history 2nd most clicked story (beat out CAN vs US hockey) 2. Feb 16: Hudec bronze/20 year drought most clicked story (over Dom Maltais silver) 3. Feb 17: Jones curling history 34% of clicks vs. Scott & Tessa silver 16%!! **Insight: Fans want the info they haven’t heard from media, looking for new/EXCLUSIVE info such as historic results.  Least clicked features: 1. Tweet of the Day 2. Button ads (other than O.I.D.)  Story placement doesn’t necessarily influence click rate  Medal moments don’t always win most clicked: 1. Feb 11: Dara/Kim double podium 16% of clicks vs. Luge history at 51% of clicks 2. Feb 14: Chan silver 26% of clicks vs. Hockey roster/sched 32% of click
  • 25. RECOMMENDATIONS 1.Provide MORE exclusive content that other media doesn’t provide (ex: historic results, stats, infographics) 2. Alternative to buttons ads – different layouts, mix it up! 3. Alternative to Tweet of the Day - Athlete Tweet of the Day or “Athletes to Watch” 4. More exclusive contests/prizes (ex: WIN a trip to Celebration of Excellence!) http://bit.ly/1gWVEyDhttp://bit.ly/1gWVEyD