Comms teams buy into Nectarine for a variety of reasons. Some want to demonstrate the value of their work. Some want to get precious coverage and collateral into the hands of their Commercial teams. Some are looking to build a sense of pride in the business.
But they all have one thing in common. They’re looking to increase engagement.
Put simply, many PRs are tired of spending hours creating updates that nobody reads.
Happily, customers can see how their stakeholders are interacting with Nectarine pages through the reporting function.
What constitutes good engagement?
We’re often asked what good engagement looks like. What are the indicators of success? What are the benchmarks? How do we know if we’re doing a good job?
There are two key metrics to focus on:
1. Total Visits
Obviously, it’s important to gauge the number of visits that Pages are getting and compare that with the number of people it was shared with.
Since visits usually occur via email, the question we’re really asking is: what constitutes a good click through rate (CTR) from our emails? (CTR being the percentage of the people who received the email who then clicked on the link).
There are many benchmarking reports out there from the likes of Mailchimp, Hubspot, SmartInsights, GetResponse and other email marketing platforms. However their data tends to refer to a business sending mass email to thousands of consumers. As shown from the data below, CTR in this context seems to hover between the 3% to 5% mark.
It’s important to note that the act of blasting a mass email to thousands of consumers is completely different to sharing a report with a select group of colleagues.
When we ask our customers how many people they share their Pages with and compare it to the Page reporting data, we tend to see CTR of between 50% – 80%.
This demonstrates that there is a desire amongst stakeholders to know what their Comms team is doing – as long as it’s delivered in the right way.
2. Average Duration
Visits are all well and good, but what do those stakeholders do once they’re on the Page?
One approach to take when establishing benchmarks here is to ask what bad engagement would look like.
For example, we know intuitively that if a visitor spends a few seconds on a page and closes it, they have probably not found the contents of that page particularly engaging.
Likewise, if the aim is to deliver content to busy stakeholders in the quickest and most digestible way possible, we wouldn’t want to see them spending too much time on the page either.
We decided to explore this in more detail by speaking to Execs outside of the Comms function. The figure of two minutes was mentioned again and again as a sweet spot in terms of Pages that they had happily engaged with in the past.
Our data that tended to show an Average Duration of between 1 minute 30 seconds and 3 minutes for those same Pages.
So, now you have an idea of what success looks like - how do these benchmarks compare to the performance of your own Pages?