E-MAIL CAMPAIGN ANALYSIS

SOCHI 2014

Jessica Sammut

Pre-Games (weekly)

E-MAIL CAMPAIGN PERFORMANCEDEC 31-FEB 24

31-Dec

9-Jan 15-Jan

18-Jan

22-Jan

28-Jan

30-Jan

6-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

24-Feb

0

10

20

30

40

50

60

70

ENGAGEMENT

Open Rate EN Click Rate EN Open Rate FR Click Rate FR

Games (daily)

DATABASE PERFORMANCE-ENGLISHFEB 7-FEB 23

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-Feb40000

45000

50000

55000

60000

65000

70000

E-MAIL REGISTRATION PER DAY: GAMES

Total New Subscribers

DATABASE PERFORMANCE-FRENCHFEB 7-FEB 23

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-Feb10000

11000

12000

13000

14000

15000

E-MAIL REGISTRATION PER DAY: GAMES

Total New Subscribers

DATABASE PERFORMANCEFEB 7-FEB 23

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-Feb0

20

40

60

80

100

120

140

160

180

UNSUBSCRIBERS PER DAY: GAMES

Unsubscribe-EN Unsubscribe-FR

CLICK PERFORMANCE: GAMES

TOP 5 CLICKED LINKS

CLICK PERFORMANCE BY DAY – GAMESFEB 6

1. Figure Skating Team Event, Story 22. Official Team, Story 13. OID4. Dufour-Lapointe sisters, Story 35. McMorris, feature video

CLICK PERFORMANCE BY DAY – GAMESFEB 8

1. 1-2 Podium Justine/Chloe, Story 12. Figure Skating Team Event, Story 43. OID4. Insta of the Day5. McMorris bronze, Story 2

CLICK PERFORMANCE BY DAY – GAMESFEB 9

1. Silver figure skating team event, Story 12. Sochi Live Coverage, Story 23. Figure Skating infographic, Story 34. Insta of the Day5. OID

CLICK PERFORMANCE BY DAY – GAMESFEB 10

1. Bilodeau Gold, Story 22. Hamelin Gold, Story 13. OID4. Photo Blog, Story 35. Hamelin feature video

CLICK PERFORMANCE BY DAY – GAMESFEB 11

1. Alex Gough makes history, Story 2 (51% of clicks!)

2. Dara and Kim gold bronze, Story 13. Luge infographic4. Freestyle ski training feature video5. OID

CLICK PERFORMANCE BY DAY – GAMESFEB 12

1. Denny silver, Story 12. Doubles Luge history, Story 33. CAN vs US hockey, Story 24. Denny Morrison feature video5. OID

CLICK PERFORMANCE BY DAY – GAMESFEB 13

1. Chan chases Hanyu, Story 32. Hockey roster/schedule, Story 43. CAN vs Norway hockey, Story 14. Hockey InfoGraphic, Story 25. Subban & Price feature video

CLICK PERFORMANCE BY DAY – GAMESFEB 14

1. Hockey roster/schedule, Story 22. Chan silver, Story 13. Jacobs winning streak, Story 44. Sarah Reid feature video5. Skeleton InfoGraphic, Story 3

CLICK PERFORMANCE BY DAY – GAMESFEB 15

1. Denny bronze, Story12. Chan silver dissapointment, Story 43. 7 days of moments, Story 24. Denny Morrison feature video5. OID

CLICK PERFORMANCE BY DAY – GAMESFEB 16

1. Jan Hudec bronze, Story 12. Drew Doughty/Finland win, Story 33. Dom Maltais silver, Story 24. Subban & Price feature video 5. Insta of the day

CLICK PERFORMANCE BY DAY – GAMESFEB 17

1. Jones curling history, Story 22. Tess & Scott feature video3. Tessa & Scott silver, Story 14. Womens hockey semifinal, Story 35. Insta of the day

CLICK PERFORMANCE BY DAY – GAMESFEB 18

1. Humphries & Moyse aim for gold, Story 32. Curling InfoGraphic, Story 43. Womens short track silver, Story 14. Mike Riddle silver, Story 25. Kirsten & Dylan feature video

CLICK PERFORMANCE BY DAY – GAMESFEB 19

1. Womens Bobsleigh Win, Story 12. Mens Hockey, Story 33. Womens Curling, Story 24. Ice Hockey IG, Story 45. Insta of the Day

CLICK PERFORMANCE BY DAY – GAMESFEB 20

1. Womens Figure Skating, Story 42. Womens Hockey Win, Story 13. Women Curling Win, Story 24. Womens Bobsleigh, Story 35. OID

CLICK PERFORMANCE BY DAY – GAMESFEB 21

1. Mens Hockey, Story 42. Womens SX, Story 13. Mens Curling, Story 24. Insta of the day5. OID

CLICK PERFORMANCE BY DAY – GAMESFEB 22 (Give-away)

1. OID incentive2. Tweet of the day3. Insta of the day4. Tweet of the day5. Stories

CLICK PERFORMANCE BY DAY – GAMESFEB 23

1. Mens Hockey Win, Story 12. Mens Hockey Win, Story 23. Freestyle Ski, Story 34. Insta of the Day5. OID

CLICK PERFORMANCE: Notable Activity Most clicked features:

1. O.I.D.2. Video3. 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 Day2. 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

RECOMMENDATIONS1.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