Upload
umcom-marketing
View
131
Download
3
Tags:
Embed Size (px)
Citation preview
Before MYCOM, United Methodist Communications‟ e -newsletters
were mostly used for internal product and program promotions.
The agency provided very l ittle consultative support. Upon
performing several research studies, results showed that local
churches wanted marketing and communications training for
their specific church roles. MYCOM was born out of this need.
MYCOM provides marketing and communications tips and tools
based on research- identified “interest areas” for church leaders.
Constituents are at the heart of MYCOM‟s plan. Continual
improvement and surveys of church leaders are paramount.
MYCOM OVERVIEW
MyCom Objects
To provide consultative support to church
leaders and to offer marketing and
communications tips, tools based on research
identified "interest areas".
Objectives for continuous improvement:
Increase Subscriber Membership
Increase Open and Click Thru Rates
PURPOSE & OBJECTIVES
Strategy for cont inuous improvement:
Continually provide high-quality content:
Writers
Continually add e-mail best practices:
Continuous research and implementation.
Work on template consistency across all e -mail clients.
Continue to tweak HTML code using best practices from Campaign Monitor, MailChimp, Exact Target, etc.
Improve design and content:
Fresh, clean look for better readability.
Add multi-media (videos and article photos).
Increase visibility of ads.
Increase interactivity and accessibility:
Social media & other sharing capabilities.
Commenting capabilities.
Reminder e-mails to those who have not opened.
STRATEGY
1. MARCH 2012
View As Web Page
http://www.kintera.org/cms.asp?id=29752
04&campaign_id=112513&enString=x
2. MAY 2012
View As Web Page
http://www.kintera.org/cms.asp?id=30775
89&campaign_id=112513&enString=x
3. JULY 2012
View As Web Page
http://www.kintera.org/cms.asp?id=32409
14&campaign_id=112513&enString=x
EXECUTION, CREATIVY
& RE-DESIGN
2 0 09 Or ig in a l Des ig n
2 010 I m p rovem en t s
2 011 I m p rovem en t s
2 01 2 I m p rovem en t s
May: Added „Share on Facebook‟ link in header.
May: Added Share MYCOM on Facebook, Subscribe to MYCOM
and Send to a Friend links below the fold.
2011 E-NEWSLETTER IMPROVEMENTS
March: Began sending reminder e -mails to subscribers who had not opened first e -mail.
Click to open rate average for reminder e-mail is 62%.
Oct: Added one how -to video per issue.
December: United Methodist Communications conducted another survey with its audiences to understand their att itude towards emerging technology and found that pastors want to know more about:
Video simulcast, streaming, editing videos, Vimeo.
Video conferencing using Skype to bring missionaries into worship.
Worship presentation: sound, video, equipment & software.
IPAD, Moodle, HTML e-mail, form creation, forum software, cloud, etc.
More content being generated around these topics. So far articles written on these topics getting excellent clicks.
2011 E-NEWSLETTER IMPROVEMENTS
2012 E-NEWSLETTER IMPROVEMENTS
New features: *
New MYCOM font treatment and
sleek layout.
Added popular interest area tabs:
Outreach, Worship, Website & Social.
Added article images.
Increased ad size for better visibility
of relevant resources & charity
discounts.
* These features were just
implemented in March 2012 and we
will continue A/B tests on size and
placement of images for optimum
click rates.
2010 ARTICLE TEMPLATE
The links in the newsletter go to articles hosted on our website.
The article templates show improvements for each year.
Improved readabi l i ty o f ar t ic les :
Increased font size from 11px to 15px.
Decreased line width.
Added more subheadings.
Discont inued outs ide market ing content wr i ters that per formed poor ly.
Hired Uni ted Methodist wr i ters and communicators .
New writers know our audience and include more United Methodist research and resources.
Tra ined wr i ters on how to wr i te for web.
Topics included attractive titles, contextual links, front -loaded content and one-idea paragraphs, and search engine optimization guidelines.
New wr i t ing process inc ludes four ed i t ing phases .
1. One editor adds United Methodist language & agency resources.
2. Proof team edits for grammar/structure.
3. PR team edits for potential red-flags.
4. After articles are added to web, proof team does final proof.
2011 ARTICLE IMPROVEMENTS
Share & Discuss box added next to header image.
Tweet & Share on Facebook buttons.
Social media share menu added to footer.
Share on Facebook button.
2011 ARTICLE IMPROVEMENTS
Added relevant ar ticle images from stock photography websites,
internal press photo archives, and images developed by creative
team.
2011 ARTICLE IMPROVEMENTS
Added Disqus, a robust global commenting
& moderating system at footer of articles.
2011 ARTICLE IMPROVEMENTS
Total Growth
Month ly Averages
Subscr ibers
Opens
Open Rates
Cl icks
Cl ick Rates
Ar t ic le C l icks
Ad C l icks
Unsubscr ibes
Web & Socia ls
Test imonies
Conclus ion
RESULTS
Increase in Subscriber Membership
Increase in Opens and Clicks
Increase in Open Rates and Click Through Rates
Increase in Ad Clicks
Increase in Article Clicks
Increase in Social Media Article Shares
SUCCESS METRICS
Benchmark Month1/09
Final Month 7/12
Total Growth
Subscribers 4,169 21,941 17,772
Opens 1,182 9,597 8,412
Open Rates 33% 44% 11%E-mails Resulting in Clicks 414 4,296 3,882
Click Rates 35% 45% 10%
Article Clicks 560 6,522 5962Ad Clicks 50 575 525
TOTAL GROWTH
JAN 2009 VS. JULY 2012
MONTHLY AVERAGES1/09 – 7/12
2009 2010 2011 2012
Opens 1,776 4,989 7,621 9259
Open Rates 35% 38% 41% 44%
Clicks 683 2,402 3,806 4,324
Click Rates 38% 48% 50% 47%
Article Clicks 1,002 4,058 4,906 6,291
Ad Clicks 172 463 534 727
Unsubscribes 0.13% 0.15% 0.18% 0.13%
SUBSCRIBERS: YEARLY TOTALS1/09 – 7/12
4,169
9,086
19,294
27,414
0
5,000
10,000
15,000
20,000
25,000
30,000
2009 2010 2011 2012
OPENS: MONTHLY AVERAGES1/09 – 7/1 2
1,776
4,989
7,621
9,259
0
1,000
2,000
3,000
4,000
5,000
6,000
7,000
8,000
9,000
10,000
2009 2010 2011 2012
21,317
59,874
91,461
64,816
0
10,000
20,000
30,000
40,000
50,000
60,000
70,000
80,000
90,000
100,000
Jan-Dec 2009 Jan-Dec 2010 Jan-Dec 2011 Jan-July 2012
OPENS: YEARLY TOTALS1/09-7/2012
0%
5%
10%
15%
20%
25%
30%
35%
40%
45%
50%
2009 2010 2011 2013
* The end and beginning months of each year drop in engagement due to vacation, Christmas, Easter, Lent and Holy Week programming. However, scatter graphs show that the open/click trend-lines increase as the year goes on.
OPEN RATES: MONTHLY AVERAGES1/09 – 7/12
683
2,402
3,8064,324
0
500
1000
1500
2000
2500
3000
3500
4000
4500
2009 2010 2011 2012
E-mails Resulting in Clicks
CLICKS: MONTHLY AVERAGES1/09 – 7/12
8,195
28,830
45,674
30,269
0
5,000
10,000
15,000
20,000
25,000
30,000
35,000
40,000
45,000
50,000
Jan-Dec 2009 Jan-Dec 2010 Jan-Dec 2011 Jan-July 2012
CLICKS: YEARLY TOTALS1/09 – 7/12
CLICK RATES: MONTHLY AVERAGES1/09 – 7/12
38%
48%51%
44%
0%
10%
20%
30%
40%
50%
60%
2009 2010 2011 2012
*
* The end and beginning months of each year drop in engagement due to vacation, Christmas, Easter, Lent and Holy Week programming. However, scatter graphs show that the open/click trend-lines increase as the year goes on.
ARTICLE CLICKS: MONTHLY AVERAGES1/09 – 7/12
1,002
4,058
4,906
6,291
0
1,000
2,000
3,000
4,000
5,000
6,000
2009 2010 2011 2012
0.13%
0.15%
0.18%
0.13%
0.00%
0.02%
0.04%
0.06%
0.08%
0.10%
0.12%
0.14%
0.16%
0.18%
0.20%
2009 2010 2011 2012
UNSUBSCRIBES: MONTHLY AVERAGES1/09 – 7/12
Web 2010
1st Half
2010
2nd Half
2011
1st Half
2011
2nd Half
2012
Avg. Time Spent
On MYCOM Pages
2.28 3.04 3.25 4.32 5.03
WEB & SOCIALS
Social 2010 Jan – Dec
2011
Jan – Feb 2012
Facebook E-Newsletter Shares N/A 65 146
Facebook Article Shares N/A 788 1688
Socia l shar ing features were added in late 2011 .
#s are cumulat ive .
“ Ver y n ice and easy to quickly scan and c l ick through for more info .”
Lynn W Miller, Cascade UMC
“ Inspired by th is ar t ic le and go ing to ho ld our Chr is tmas Day worship ser v ice in the
lobby of the c i ty 's hospi tal . ”
Jim Parsons
“GREAT ar t ic le ! ! ! I am shar ing th is w i th several churches I know of . ”
Jason Weakley, Owner of Rooted Up Communications
“ Ver y good information. I t was c lear and can be understood by
al l age groups looking to enhance thei r onl ine ministr ies .”
Winston Carhee, Sr.
“Thanks for the great ar t ic le . we are just get t ing star ted wi th our church FB page.”
Mini Lou
“ I love the ar t work at the top of the ar t ic le . . . g reat ideas in the ar t ic le a lso .”
Justin Rimondi
READER TESTIMONIES
Based on MYCOM reader survey findings, substantial changes were made to MYCOM‟s template, design and content over the past four years.
As a result:
Subscription list increased by nearly 520%.
Opens increased by nearly 660%.
Open rates increased by over 40%.
Clicks increased by about 815%.
Click rates increased by nearly 30%.
Clicks from articles increased by nearly 655%.
Clicks from ads increased by over 1,170%.
Most e-newsletters reduce engagement level as they increase subscription. For MYCOM, it is the reverse.
CONCLUSION