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Measuring EnviroFlash – And Making It Work for You!

This presentation discusses the different aspects of using EnviroFlash, including email messages, website interaction, social media, and text messages. It explores the measurement of website traffic and subscriber activity, as well as the challenges and potential solutions for improving sign-up rates, email open rates, and confirmation rates. It also outlines new features and planned improvements for EnviroFlash.

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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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