Ben Hoare, Lewisham Council
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The document discusses the results of various email marketing tests, including which subject lines and days of the week perform best as well as whether segmenting emails by topic increases open and click rates. Segmenting emails by topic into categories like holiday activities, beauty treatments, gardening, and local markets increased the average open rate from 46% to 70% and the click rate from 20% to 55%. The recommendation is to do more targeted segmenting based on individuals' interests and focus email design on relevance rather than steering behavior.
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The document discusses best practices for email marketing. It recommends determining the purpose and objective of the email, crafting the subject line and content to match expectations and optimize delivery and results. It also suggests targeting the right audience at the right time, testing elements, and ensuring the user experience is simple, direct and smooth. The overall message is to send targeted, relevant, timely communications that deliver on promises to get email marketing right.
Mailcamp: John Glover, INOVEM
This document discusses strategies for engaging stakeholders in online consultations through automated notifications and different levels of participation from informing to collaborating. It also examines the benefits of managed group communications over traditional email discussion lists, such as having notifications, replies, and discussions associated with content in one place. Finally, it considers the next stage of email evolution and whether legacy systems can support more structured and application-integrated communications.
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MailCamp: Donna Grant, JISCmail
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Networked neighbourhoods
Haringey Neighbourhoods Connect aims to use digital networks to connect older neighbors and reduce social isolation. Over 160 neighborhood groups on Twitter and over 1,320 resident associations provide opportunities for connection. The program hopes to improve quality of life for older residents and reduce the burden on care systems by enabling aging in place. Research shows increased neighborliness and empowerment from digital connectivity.
Nixon Mcinnes presentation
Enterprise UK is a charitable organization that aims to support young entrepreneurs from disadvantaged backgrounds by partnering with Virgin Media. They have created an online community platform centered around video blogging and social networking to generate peer support and guidance for budding entrepreneurs. Currently the platform supports 800 young entrepreneurs who have made over 12,100 connections and created 540 videos. The success of the project is measured by the social capital generated both quantitatively and qualitatively.
Do the Green Thing
Green Thing partnered with the Eat Seasonably campaign in September 2009 to promote eating locally and seasonally. They introduced Ninjin, a carrot character, to help spread this message. One year later, Ninjin returned to continue encouraging people to support sustainable food practices.
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Mumsnet
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- 2. What do people click on?
- 3. What do people click on? 27% 3% 70%
- 4. Which subject line is better? 51 brilliant things to do this winter Remember, remember: Blackheath fireworks
- 5. Which subject line is better? 51 brilliant things to do this winter 47.25% Remember, remember: Blackheath fireworks 52.75% 5.5% difference – on a mailing list of 3,000 this amounts to 165 people.
- 6. Which day of the week? Sunday Tuesday
- 7. Which day of the week? Sunday Tuesday 46.4% opened 46.2% opened 23% clicked 25% clicked
- 8. Does segmenting help? Easter holiday activities Money off beauty treatments Garden waste sites open again Celebrate your local markets
- 9. Does segmenting help? YES. Average open rate went up from 46% to 70%. Clicks rose from 20% to 55%.
- 10. What next? More segmenting – deliver personalised content according to people's interests Simpler design – move away from using design to steer people and focus on relevance for the reader More testing....