Email Trends

With backgroundWith the recent release of RaceInsights, we are giving customers in depth insight into how your marketing efforts are being received.

But how is your race doing compared with others? What can you learn from others? In February, we will be releasing the Second Edition of our Race Trends analysis at Running USA that looks at all of the data from the 15,000 races and 4.2 Million registrations that used RunSignUp this year.

As a bit of a teaser, here are stats from overall emails that were sent by races with our integrated email marketing:

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So open rates average 25/4% and Click-thru is 2.2%. What is kind of impressive is that people who open the email come back to it on an average of 2.4 times. Same for the number of clicks.

With RaceInsights, you are able to compare your efforts with all races. And you even can see how many registrations and $ Transactions came from your emails.

Registration Web Referral Source

We released a major step forward with our Race Analytics engine today – showing web referral sources for Registrations and Transaction Dollars.

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This is all built on our big RunSignUp Analytics engine that is tracking each click that happens on your race website. Just like Google Analytics, we are tracking the  web referral source – so if a person saw a link to your race on Facebook and clicked on it, we know that click to your website came from Facebook and keep track of that as a pageview. We also keep track of when that person registers and keep track of that so there is a mapping.

For example, in the above race, 6 people came from the Facebook Mobile App generating $144, and 2 people came from regular Facebook in a web browser generating $70.

Other notes:

  • If you have a website for your race, that will likely be the top referrer since people are just coming to MyTurkeyTrot.com – and that is the case above
  • Direct means several things:
    • They typed in the direct RunSignUp URL – RunSignUp.com/MyTurkeyTrot
    • They came to RunSignUp.com and searched for your race
    • They were imported
  • We will continue to build out functionality. In the next few weeks you will be able to:
    • See the split between Registration and Donation $Dollars
    • Create custom tracking codes for your own Campaigns. For example, create a unique code for each Facebook ad or for your own email system if you do not use RunSignUp

We are glad to be getting so much positive feedback on our new dashboards. Here is a snapshot of how they look now:

Screen Shot 2017-11-16 at 2.59.22 PM

Transaction Amounts in Dashboard

As promised last week, transaction dollars are now showing in the dashboard:

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And, there is attribution for where the registration came from for Emails. As the note says, web referrals (the website source like Facebook, Google or RunningintheUSA.com) will be coming soon!

In the above example, we know that $1,315 was processed on 84 registrations in the past 7 days, and $660 and 40 of those came from the EMail that was done (on 11/1 because you can see the spike in registrations).

How Many Registrations come from Mobile Facebook?

MattMo just sent me this email:

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We are working on the next steps of the RunSignUp Analytics platform. That is our new platform that is showing those cool graphs about pageviews and email registrations. We should be releasing Transaction $’s tomorrow.

The really, really cool thing that is now working under the covers is tracking sources. We will soon be able to do more than email tracking for registrations – keeping track of the source of each registration and the total Transaction $, the Registration $ and the Donation $. So by the end of November, your race will know how many people registered via a mobile Facebook post or a Google search. Right on your dashboard – we’ll provide you real insight into your race promotion.

Email Analytics for Registrations

Screen Shot 2017-09-27 at 5.53.28 PMWe have expanded our RunSignUp Analytics Platform to show registrations tied to each email. This will show you in detail how each email you send, and each automated email that is sent (price increases and incomplete registrations for example) performs. This type of analysis will be extended over the coming months to also include transaction $ as well as tracking for other sources like referrals and Facebook Ads. The integrated RunSignUp Analytics combined with the integrated Email system we offer is a powerful combination and begins to show the benefits of a fully integrated marketing platform built specifically for races.

Note: Data only shows for the last month or so since that is how long we have been collecting it. We are of course saving all data now, so next year you will be able to do year over year comparisons.

The example below shows 2 emails sent (the red line) generating 1,952 PageViews and 146 Registrations:

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The table under the graph shows each individual email and the results of that email. In this example, the first email sent on 9/25 was sent to 5,620 people and has generated 84 registrations. Looking at the graph you can see about 40 registrations happened on 9/25, 37 happened on 9/26 and perhaps another 10-15 came from this email on 9/27. But note a second email was sent on 9/27 and that generated 44 registrations the same day. A lesson from this example is that follow up emails with slightly different messages can be effective (see the two different subject lines with the second email saying “Signup now”.

Let’s look at another example for insights into Automated Emails (emails the system can send out for a race without any intervention). This is a Price Increase Email:

Screen Shot 2017-09-27 at 5.52.14 PM

In the example above, the race used the Automated Price Increase email. This race had 260 registrations the 3 days before their price increase on 8/31, and 85 of those came from the email – or 33%. While races have always enjoyed the fact RunSignUp gives them automated emails that get automatically segmented by whether a person has signed up or not, the new analytics provides insight into the true value of turning on these features.

Let’s look at another Automated Email – Incomplete Registrations:

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Over the past 7 days this large race had 57 automated emails sent, which resulted in 138 pageviews and 12 registrations. While that was only 3% of their total registrations during that time period, that 3% (in line with other races we have seen) helps justify the cost of RunSignUp at least :-). And while it could be argued that those people might have come back anyway, the fact is that 138 pageviews is a fair amount of activity based on only 57 emails.

Let’s look at one last example over a 30 day period with multiple emails on a large race:

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Note in the table, we show 0 recipients for two of the emails because the emails were not sent in the window of time shown in the graph – we are going to change that to show how many were actually sent in the table. The interesting thing is that 921 registrations were generated from an email list of about 13,000 – about 8%. Note also there is a lifecycle to emails – for example the email sent on 9/8 generated views and registrations for the next several days (9/8 was a Friday so some people may not have opened it until Monday).

We hope you enjoy the increasing amount of insights we are bringing to your race with our RunSignUp Analytics engine. We are excited because this is just the beginning as we will be expanding this to show Transaction $, other sources like Facebook and Referrals, and then begin to introduce AI techniques to guide race promotional efforts based on the large data set we are accumulating.

RunSignUp Analytics – E-mail Registration Source

We have released E-mails as the first source tracking for registrations in our RunSignUp Analytics platform – the equivalent of Google Analytics customized for races. This gives race directors new levels of visibility into their promotional efforts that were unavailable before. And it is easy and automated.

If you click the green line in the Overview graph on the Dashboard, you get a table below that shows the number of registrations coming from e-mails. In this case, they got 646 registrations from their 4 e-mails (352, 260, 34 and 0):

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The Non-Race e-mail is an e-mail that was sent from a different race in RunSignUp, and that participant eventually came and signed up for this race. This will happen if you have multiple races that you promote.

We will be making a number of improvements over the next month or two:

Email Marketing Reports. This information will also be available in E-mail Marketing Reports directly.

 $ Transactions. In addition to registrations, it will show the total $ from each source.

 Other Sources.  Right now we just show emails as a source for registrations.  Eventually this will be everything.  The general order will be adding a way to track things we know about already like referrals and affiliates.  We will also add a general “Create Tracking Code” that would be used for example to append to a Facebook ad link or running store email to track conversions very accurately.  Eventually this will also include non-attributed web referrers (someone does a google search and comes to the page for example).

RunSignUp Analytics will be changing the way Race Directors approach race promotion over the coming years, with increasing amounts of insight, automation and applied AI.

Referral Source Added to Dashboard

We are beginning to roll out the ability for races to see where their pageviews (and soon their registrations and transactions $ are coming from. This is all driven by our RunSignUp Analytics engine that tightly integrates promotion and web analytic data to your race registration data.

This initial release shows the raw website URL data – this will be consolidated in the coming weeks to just show the total for a website rather than 5 different URL’s. It will also show EMail and other sources as well in the near future.

Click on the green line to show the data.