The document summarizes analytics data from Google Analytics and ListManager for several PJ Library Chicago events and communications. For the PJ Feeds event, the first email blast had the highest open rate (46.6%) while the third blast had the lowest (36.9%). Registration peaked in the days following the second email. A similar pattern was seen for the Birthday Bash event. A young families newsletter test saw higher clickthrough rates (3.9% vs 2.9%) after reformatting from text-based to image-focused on mobile. A dedicated email about Tot Shabbat saw over 400 unique clickthroughs to the event page, driving a large spike in website sessions compared

1. Google Analytics
Roundtable
Thursday, February 5, 2015
12:00 – 1:30 PM
Deborah Shub, Senior Program Associate
Young Family Engagement

2.  jBaby Chicago: helps expectant parents and families of newborns and tots (0-24
months) make connections, build friendships, and engage in Jewish life in Chicago.
 Facebook page, bi-monthly jBaby Chicago’s Top 5, microsite
 PJ Library Chicago: provides free, high-quality, and age-appropriate Jewish
books & music to families with children between 6mo.-8yrs. in Chicago metro area.
 Facebook page, monthly e-newsletter (previously The Shofar, now JUF Young Families),
pages within microsite
 JUF Right Start: provides a financial voucher of up to $2,000 for the first child
in a family to attend a qualifying Jewish early childhood program.
 Facebook page, pages within microsite
 JUF Young Family Events: bringing families together to celebrate Jewish life
and create Jewish family experiences through meaningful tikkun olam opportunities
& holiday celebrations.
 Pinterest, Instagram, and YouTube accounts, pages within microsite
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3. Case Study 1: PJ Library Events
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4. Comparing PJ Feeds: Helping the Hungry &
PJ Library Birthday Bash
 Similarities
 In November, a month without Jewish holidays
 Sunday afternoon
 JUF marketing plan was similar
 Differences
 City vs. Suburbs (Northwest)
 Social vs. volunteer event
 Age geared for: 2-5 years vs. 4-8 years
 Timing was slightly different (4-5:30 pm vs. 3-5pm)
 No outside partners vs. outside partners & other JUF department
collaborations
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5. ListManager Analytics – PJ Feeds
 First E-blast: Thursday, October 2, 2014 (4.5 weeks out)
 Total recipients: 6515
 Total opens: 3037 (46.6%) Unique opens: 1878 (28.8%)
 Total clickthroughs: 47 (0.7%) Unique clickthroughs: 41 (0.6%)
 Total clickthroughs on registration link: 24 (0.4%) Unique registration link: 27 (0.4%)
 Second E-blast: Tuesday, October 14, 2014 (2.5 weeks out)
 Total recipients: 2772
 Total opens: 1346 (48.6%) Unique opens: 802 (28.9%)
 Total clickthroughs: 21 (0.8%) Unique clickthroughs: 18 (0.6%)
 Total clickthroughs on registration link: 15 (0.5%) Unique registration link: 17 (0.6%)
 Third E-blast: Monday, October 27, 2014 (1 week out)
 Total recipients: 6587
 Total opens: 2432 (36.9%) Unique opens: 1878 (28.5%)
 Total clickthroughs: 21 (0.3%) Unique clickthroughs: 20 (0.3%)
 Total clickthroughs on registration link: 9 (0.1%) Unique registration link: 9 (0.1%)
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6. ListManager Analytics – Birthday Bash
 First E-blast: Wednesday, October 8, 2014 (5.5 weeks out)
 Total recipients: 6500
 Total opens: 3217 (49.5%) Unique opens: 1793 (27.6%)
 Total clickthroughs: 105 (1.6%) Unique clickthroughs: 76 (1.2%)
 Total clickthroughs on registration link: 86 (1.3%) Unique registration link: 59 (0.9%)
 Second E-blast: Monday, October 20, 2014 (3.5 weeks out)
 Total recipients: 6603
 Total opens: 3642 (55.2%) Unique opens: 2227 (33.7%)
 Total clickthroughs: 141 (2.1%) Unique clickthroughs: 110 (1.7%)
 Total clickthroughs on registration link: 120 (1.8%) Unique registration link: 98 (1.5%)
 Third E-blast: Monday, November 10, 2014 (1 week out)
 Total recipients: 6565
 Total opens: 3287 (50.1%) Unique opens: 1977 (30.1%)
 Total clickthroughs: 101 (1.5%) Unique clickthroughs: 79 (1.2%)
 Total clickthroughs on registration link: 77 (1.2%) Unique registration link: 62 (0.9%)
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7. Event Registration Export – PJ Feeds
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PJ Feeds: Helping the Hungry
Online Registrations
Registrations
1st Email
Blast
2nd Email
Blast
3rd Email
Blast
39 PJL blast, 1 Facebook, 5 Friend, 1 JUF News, 1 online event posting, 2 other7

8. Event Registration Export – Birthday Bash
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PJ Library ChicagoTurns 5:The Birthday Bash Online
Registrations
Registrations
1st Email
Blast
2nd Email
Blast
3rd Email
Blast
70 PJL Blast, 4 Facebook, 9 Friend, 2 JUF News, 1 online post, 1 JUF Newsletter, 1 YF newsletter, 12 direct8

9. Marketing/Social Media Analytics –
PJ Feeds
 Other Event Marketing
 Program partners: The ARK, TOV, RJD
 Secular event listings (including RedTri, ChicagoKids, etc.)
 PJ Library implementing partners (synagogues, preschools, day schools, etc.)
 Facebook Posts (6):
 9/29 – 29 viewed the flyer, 3 clicked on the registration link, 6 to partner
links
 10/8 – 9 viewed the flyer, 9 clicked on partner links
 10/13 – 0 clicked the registration link, 21 checked out storyteller website
 10/28 – event sold out!
 Photos:
 11/2 – 33 likes, 3 comments, 3 shares, 35 photo views, 369 clicks, organic engagement 2,509
 11/4 – 86 likes, 8 comments, 1 share, 2,191 photo views, 245 clicks, organic engagement
1,849
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10. Marketing/Social Media Analytics –
Birthday Bash
 Other Event Marketing
 JUF Press Release – JUF News and Jewish publications
 Secular Event Listings (including RedTri, ChicagoKids, etc.)
 PJ Library implementing partners (synagogues, preschools, day schools)
 Facebook Posts (19)
 10/7 – 1 registration, 8 Joanie Leeds
 10/12 – 8 photo views, 2 registration, 6 Café Brauer
 10/15 – 12 photo views, 11 registration
 10/20 – 13 registration, 14 Joanie Leeds
 10/23 – 8 photo views, 2 registration,
 10/28 – 3 registration, 3 Joanie Leeds video
 11/7 – 9 photo views, 6 registration
 11/10 – 18 registration
 Three on 11/11 (including that the event was sold out!)
 Countdown from 11/13 – 11/16
 Photos posted on 11/16, 11/17, 11/18
 Social media campaign on 11/24
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11. Google Analytics September 29, 2014 – November 11, 2014
Web session spikes on e-blast dates or day after (peaking at 112)
9/30 – Shofar Newsletter; 11/6 – PJL Refer a friend
New visitors: 52%
Returning visitors: 48%
PJ Feeds (registration closed at 49 families):
124 sessions on web registration; 84 new users
Birthday Bash (registration closed at 91 families):
355 sessions on web registration; 203 new users
9/30 – 68 10/2 – 39 10/8 – 64 10/15 – 49 10/20 – 88 10/28 – 63 11/6 – 78 11/10 – 112
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12. Google Analytics
Organic Search (489): Not provided (439), Right Start & PJL Chicago (5), JUF (3), jBaby,
Right Start & Russian Hillel (2), Bikkur Cholim & Government grants & Hands on Heroes (1)
Referral (175): PJL National (42), JCC Chicago (39), Akiba-Schechter (9), ChicagoKids (7),
JRC (6), Hillel Torah (5), Moadon Kol Chadash & OyChicago (4), Email (11)
Social (163): Facebook (146), Meetup & Twitter (6), Pinterest (3), LinkedIn (2)
Email (8): PJ on the Town (5), Community Calendar (1), PJ Feeds (1), PJL Chicago (1)
September 29, 2014 – November 11, 2014
Direct (796): Birthday Bash
Registration (316), PJ Feeds
Registration (125), PJ Library (102),
Right Start (76), Community
Calendar (48), Homepage (67), PJ
on the Town (19), Hands on
Heroes (13), Refer a friend (11)
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13. In-Page Google Analytics
September 29, 2014 –
November 11, 2014
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14. Theories, Insights & Conclusions
 Marketing an Event
 E-blasts
 Social Media
 Timing
 Partnerships
 Family Demographics
 Location
 Age of Children
 Type of event
 Social/holiday program vs. volunteer
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15. Case Study 2: Young Families Newsletter
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16. ListManager Heatmap –
Original newsletter
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17. ListManager Heatmap –
Original newsletter
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18. ListManager Heatmap –
Original newsletter
Total recipients: 3575
Total opens: 1628 (45.5%)
Unique opens: 977 (27.3%)
Total clickthroughs: 325 (9.1%)
Unique clickthroughs: 102 (2.9%)
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19. ListManager Heatmap –
Updated newsletter
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20. ListManager Heatmap –
Updated newsletter
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21. ListManager Heatmap –
Updated newsletter
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22. ListManager Heatmap –
Updated newsletter
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23. ListManager Heatmap –
Updated newsletter
Total recipients: 3647
Total opens: 1654 (45.4%)
Unique opens: 1071 (29.4%)
Total clickthroughs: 198 (5.4%)
Unique clickthroughs: 142 (3.9%)
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24. Factors & Benefits of the Update
 Mobile users
 Format used by popular kids sites shows we’re modern,
competitive, and “in the know”
 Change of focus
 Image instead of text based
 Live pictures show families what they might experience
 Simple & succinct
 Easier to skim so families will read through the entire email to
find what they want
 Clear action items
 Giving readers what they want: holiday tips, community
calendar
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25. Case Study 3: Tot Shabbat Resource
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26. ListManager/Google Analytics
 Dedicated email: Monday, January 12, 2015
 Total recipients: 6480
 Total opens: 2790 (43.1%) Unique opens: 1843 (28.4%)
 Total clickthroughs: 431 (6.7%) Unique clickthroughs: 377 (5.8%)
 Total clickthroughs on event link: 410 (6.3%) Unique clickthroughs on event link: 360 (5.6%)
Two week period before/after email: average of 46 web sessions
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January 5, 2015 – January 19, 2015

27. Google Analytics
 368 web sessions
 Direct: 269 sessions (73.1%) 195 new users 2.16 pages/session
 Organic Search: 73 sessions (19.8%) 13 new users 3.10 pages/session
 Referral: 13 sessions (3.5%) 4 new users 2.46 pages/session
 Social: 13 sessions (3.5%) 3 new users 2.92 pages/session
 Facebook post: January 23 – 13 clicks to webpage
 Sources: Google & Bing search, Facebook, PJ Library national, RedTricycle,
JCC Chicago, and email links
 Behavior on website: 356 drop-offs; 12 sessions continued
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28. In-Page Google Analytics
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January 12, 2015

29. Google Analytics
 Before
 Sunday, January 11, 2015: 14 web sessions
 December 2014
 Lowest amount of sessions: 7
 Highest amount of sessions: 121 (Refer a friend to PJ Library e-blast)
 After
 Tuesday, January 13, 2015: 130 web sessions
 January 2015
 Lowest amount of sessions: 11
 Highest amount of sessions: 368 (Tot Shabbat e-blast)
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30. Insights & Questions
 Marketing – enormous benefits of stand-a-lone e-blasts
 Synagogue Outreach – mutual benefit
 How can we get families to stick around and learn more
about our other services and offerings?
 Goals & transactions
 Tracking analytics for individual webpages
 Sidebar tracking
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