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Measuring EnviroFlash – And Making It Work for You!

Measuring EnviroFlash – And Making It Work for You!. Steven A. Ludewig 1 , Natalie M. LaGuardia 1 , John E. White 2 1 Sonoma Technology, Inc. 2 U.S. Environmental Protection Agency Presented at the National Air Quality Conferences March 7 - 10, 2011 San Diego, CA. 4067.

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Measuring EnviroFlash – And Making It Work for You!

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  1. Measuring EnviroFlash – And Making It Work for You! Steven A. Ludewig1, Natalie M. LaGuardia1, John E. White2 1Sonoma Technology, Inc. 2U.S. Environmental Protection Agency Presented at the National Air Quality Conferences March 7-10, 2011 San Diego, CA 4067

  2. EnviroFlash – More than Email! Email messages Website map Twitter RSS Feeds Text messages

  3. Subscribing to EnviroFlash The sign-up process • Location (ZIP code or city) • Format (HTML, text, short) • Twitter options • Forecasts and/or real-time • Select thresholds • Preview • Confirm

  4. Measuring EnviroFlash Website traffic patterns on www.enviroflash.info February 19, 2010, through February 20, 2011 • Total visits: 65,369 • Visits/day: 178 • New subscribers: 24,264 • Bulk-loaded subscribers: 8,323 Initial Conclusions • 15,941 new subscriptions resulted from website visits • 44 new subscribers per day were through the website • 25% of website visitors subscribed to EnviroFlash

  5. Measuring EnviroFlash: Site Activity Activity averages • Web Visits: 178/day • Send-outs: 30,000/day Example peak days

  6. Measuring EnviroFlash:One-day Activity Analysis System activity – May 3rd, 2010 • An email was sent to 97,000 (O3 season announcement) • Total send-outs: 120,000 • EnviroFlash Challengebegan May 3, 2010 Results • Visits: 841 • Removals: 80 (average is 33) • 59 for agency with large send-out • Sign-ups: 329 (average is 66) • Only 18 were for the agency with the large send-out • 110 were for one other agency – possibly bulk loaded Initial conclusions • Subscribers are clicking links in the emails (“click-throughs”) • Episodic or seasonal send-outs drive traffic to the website • Campaigns like EnviroFlash Challenge increase activity • An opportunity exists to direct traffic back to your website

  7. Measuring EnviroFlash:Failures to Complete Sign-up Process Sign-up dropouts(12/9/2010 to 3/7/2011) • 4,386 began to fill out the subscriber information form • 3,515 clicked the “Subscribe” button • 20% of those beginning the process did not actually subscribe Ideas? • Further simplify the sign-up process • Enable a default set of preferences for a city, configured by agency • Other?

  8. Measuring EnviroFlash:Email Open Rate Email open rate • Feature to capture open rates was deployed in December 2010 • Applies only to HTML-formatted emails • 95% of users receive HTML • 20% of emails were opened Ideas? • Are some subscribed for lower AQI category thresholds than needed? • Provide more/better information to subscribers about thresholds? • Other? Total receiving forecasts: 52,642

  9. Measuring EnviroFlash:Opt-in Confirmation Confirmation rates • Double opt-in process confirms subscriptions (subscribers must click a link in an email) • Initially, 69% rate of confirmation • Increased to 87% after subject line was clarified to state “Attention Required” Ideas? • Automated reminders were considered, but we risk being labeled as spammers (sending unwanted/unrequested email) • Other?

  10. EnviroFlash – What’s New? (1 of 2) AQI category-specific messages • Configured/controlled by agency • Dynamically displayed when an AQI level is reached(uses the first forecast day) • Appears below the forecast discussion • Can be activated and deactivated by the agency

  11. EnviroFlash – What’s New? (2 of 2) Recommend to a friend • Provides a way to share EnviroFlash with others • Encourages sharing the health protection benefits of EnviroFlash • Users who appreciate the service are more likely to spread the word when invited to do so

  12. EnviroFlash – What’s Next? (1 of 2) Other planned features • Improved tool for emailregeneration – includes Action Days and shows forecast that will be used • Improved tracking of forecasts and data used in send-outs For subscribers • Mobile version of sign-up website Note: 8% of website visits were from mobile devices

  13. EnviroFlash – What’s Next? (2 of 2) Other planned features • Improved map on www.enviroflash.info • Faster map loading • Easier to select cities • Larger city symbols • Foreign language options

  14. EnviroFlash: Its Potential for Your Agency! A few conclusions... • “Click-throughs” do happen • Drive traffic to your agency website by placing URLs in your emails—track click-throughs to demonstrate effectiveness • Provide dynamic, up-to-date information to add value and keep it fresh • Subscribers can use the system more effectively • Obtain a higher open rate by encouraging selection of AQI threshold levels that meet subscriber needs • Promotional campaigns are effective • Use EnviroFlash to raise awareness of your agency program

  15. EnviroFlash Contacts and Resources For help with setting up or maintaining EnviroFlash, contact John White: white.johne@epa.gov Amy Gaskill: Gaskill.Amy@epa.gov Steve Ludewig: steve@sonomatech.com Natalie LaGuardia: nlaguardia@sonomatech.com AIRNow Data Management CenterAIRNowDMC@sonomatech.com (707) 665-9900 Online resources for EnviroFlash are available at http://www.enviroflash.info/toolkit.cfm www.airnowtech.org/resources.cfm

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