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:

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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.

Sponsor Offers and Sponsor Promotion

We have completed our free Sponsor Management roll out with Sponsor Offers and Promotion. Sponsor offers provide a way for sponsors to create activation mechanisms beyond a simple logo. This is highlighted on the Sponsor page of the race website:

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And allows a sponsor to customize their own unique offer with logo, custom image and text:

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EMail Offers

In addition to appearing on the website (or widgets on a race’s own website), offers can be automatically sent to participants before and/or after the race. This gives participants something extra and provides your sponsors a way to engage with them. Here is an example email:

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Offer Creation

Sponsors can create their own offers, or the race director can via an offer creation/edit page accessed from the Manage Sponsors page:

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Then the offer is created with a few simple fields and an image upload. Note we automatically resize the image to the screen width as seen above in the email and sponsor page examples.

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Email Sponsor Offers

We have added a new Automated Email for Sponsors. This makes it simple to send an email to all participants automatically before and/or after the race. By default, we create an email for you that includes all of the sponsor offers and sponsors (even if they do not have an offer) that will go out 3 days before your race. You can create additional automatic emails before and/or after the race (but try not to be too pushy). This is done in the automated email section:

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The default email is based on your email template. We have added a new email tag for sponsors and their offers: %RACE_SPONSORS_AND_OFFERS%:

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We have added two new email tags that you can also use for your own ad hoc emails or create your own scheduled emails:

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Summary

This final piece completes the most advanced sponsor management, promotion and activation platform available for races – and it is all free.  Invite sponsors, keep track of their status in terms of commitments, invoice them and manage payments, provide a robust variety of visibility options including race websites, emails, offers, photo watermarks, TXT results, RaceJoy banner ads, RaceJoy Progress Alerts, and RaceJoy Sponsor Spots. Give Sponsor access to managing their own content, as well as report on their visibility with Sponsor Analytics.

RunSignUp Quick Hits…Features Even Advanced Users May Missed

Over the next few days, we’ll be sharing a host of resources from our 3rd annual RunSignUp Symposium. First up: some blog links to features you may have missed. Even our most advanced users often have a hard time keeping up with all our updates (2,000+ in 2015); RunSignUp Sales Lead Bryan Jenkins picked a few to highlight:

email-imageSearch Box Bib/Email
Need to find a participant quickly? Instead of navigating to the participant report first,
there is a search bar at the top of each page of your Dashboard.

https://runsignup.wordpress.com/2015/10/27/quick-participant-search/

Automated Emails
We have a few (and soon will have more) automated emails for things like incomplete registrations & RaceJoy. Turn these on to cut down on manual notifications sent to runners.
https://runsignup.wordpress.com/2016/03/01/automated-emails/

Email Reporting
Track opens, bounces, clicks, spam reports, etc. on emails that you send out from the system.
https://runsignup.wordpress.com/2016/03/31/email-reporting/

Shared Reports
Share limited participant data with other users, securely.
https://runsignup.wordpress.com/2015/11/18/share-secure-reports/

Custom Reports
Pick and choose the information that you want to see on a participant report, and filter out all other data.
https://runsignup.wordpress.com/2014/07/21/reporting-2-0/

Financial Report
You probably know that financial reports exist, but do you understand what each field means, or that you can download a detailed participant report?
https://runsignup.wordpress.com/2015/10/26/new-race-financial-reports/

Giveaway Inventory
In addition to having the ability to track the inventory on your giveaways, we have a giveaway projection tool that will help you plan how many giveaways to order based on previous orders.
https://runsignup.wordpress.com/2014/07/24/giveaway-inventories/

Loyalty Program
Reward runners from previous years, volunteers, or any other specific group by offering early registration…matched directly on personal info, so there’s no password to be shared around.
https://runsignup.wordpress.com/2014/11/26/loyalty-program-for-priority-registrants/

Reserved Entries
Allow runners to register for an event that is (technically) full, without manual processing of payment and data import.
https://runsignup.wordpress.com/2013/04/18/reserved-entries/

google-analyticsGoogle Analytics
View demographic information on the visitors to your site…and monitor the effectiveness of your marketing with analytic web data on your dashboard.
https://runsignup.wordpress.com/2016/04/18/runsignup-and-google-analytics-part-one/
https://runsignup.wordpress.com/2016/04/25/runsignup-and-google-analytics-part-two/
https://runsignup.wordpress.com/2016/05/02/runsignup-and-google-analytics-part-three/

Custom Content Display, Menu, and Pages
Our race websites have a lot of flexibility: you can pick what items are on the main menu, which ones are sub-menu items, and the order that it all shows up.
https://runsignup.wordpress.com/2015/08/31/race-website-customize-content-and-menu/

Giveaway Reports
View your Giveaway Report by males and females.
https://runsignup.wordpress.com/2014/07/22/malefemale-giveaway-reporting/

Repeat Participant Reports
See how many (and who) of your runners from previous years have registered again…and see who has not so you can target them directly.
https://runsignup.wordpress.com/2015/10/01/repeat-participant-reports/

Misc Settings
Looking for something that doesn’t seem to fit anywhere else on the dashboard? It’s probably in Misc Settings; for example, for events that are not actually races (like a Symposium!) you can customize the wording used throughout your site.
https://runsignup.wordpress.com/2016/05/17/changing-race-enhancements/

Quick Multi-Race Access/Editing
If you have multiple races, sometimes you want to switch between races on a single page. Perhaps you are adding coupon codes across multiple races and want to do that on all 4 of your races.
https://runsignup.wordpress.com/2016/04/18/view-races-options/

Bryan Jenkins