Insight and advice on the engagement performance of our members newsletters.
Areas we would like to focus on, to understand our performance and understand how we can grow and develop our engagement: • Engagement analysis: CTR, bounce rate and unsubscribe rate • Geographic and demographic segmentation: which regions or groups engage with which topics (UK vs Overseas, with potential to separate into international newsletter). Heatmap within Dot digital. • Content tagging and Performance mapping: manually or automatically tag each section in newsletter, for example, research, training, advocacy), then analyse performance over time. The content and performance mapping I think is of particular interest. We could also include these other areas, but we can do this in house also: • A/B testing: open rates and CTR improved/reduced based on small changes (subject lines, layouts, calls to action) • Heatmaps and scroll maps: where do people click within document, maximise engagement by using data to refine content. Could ask to identify most popular/least popular links by theme? • Qualitative feedback loop: Use quick polls, ask for feedback via a recurring survey link, adds context to quantitative data
Experience preference: Dotdigital and CMS experience, previous projects within medical or higher educational fields specifically looking at internal comms for a membership organisation. The ideal candidate has excellent data analysis skills, and can interpret engagement metrics, tag content themes, and turn complex data into simple, actionable insights. Experience in higher education is a bonus.
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