Tendo Dev Blog

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The inside scoop on the Tendo View redesign

In January 2008, we redesigned Tendo’s monthly email newsletter, The Tendo View.

If we developed a new email approach for a client, we’d certainly follow-up with some analysis on whether or not the redesign was successful and adjust our strategy accordingly. So, we’re doing the same for our internal effort and want to share the results with you.

(Some call this “eating your own dog food” but we think it’s just fair play. If we’re going to hold our clients accountable, we should do the same for ourselves.)

What Did We Do?

The Tendo View is an email newsletter that we send to approximately 1,000 recipients each month. Our audience includes past, present, and potential clients as well as freelancers and marketing professionals that are part of Tendo’s extended network.

Given our business, we have many marketers and Web-savvy folks on our list—the type of people who receive a LOT of email newsletters.

In 2007, our newsletter metrics were very respectable. We averaged a unique open rate of 20.71% and an average click-through rate of 12.21%.

We believed that the content we delivered was good. It provided value to our users and we had a nice mix of different content types, from feature pieces to site reviews to our popular “jargon watch” to blog entries.

But we wondered if the look and feel of the newsletter was inhibiting our ability to generate even more opens and better click-through rates. So we decided to make some tweaks to the design—not a wholesale redesign, just tweaking some elements—to see if we could improve our metrics.

Here’s what we found… Continue reading

June 6, 2008 Posted by | Email Marketing, John Kovacevich, Metrics/Web Analytics, Tendo View | , , | Leave a comment

Who’s on LinkedIn vs. Facebook?

Everybody is buzzing about social media and what it can do for your company. With anything that’s “new” on the Web, there is always a lot of hype and hyperbole. So I was curious…how many people in the Tendo universe are actually using the big-name social networks?

I decided to conduct my own little experiment. I pulled all the email addresses from the Tendo contact database (approximately 1,320 addresses).

Then I fed those email addresses into the contact finder on LinkedIn and the friend finder on Facebook. (I would have done the same on my MySpace account, but MySpace doesn’t allow you to scan an uploaded list, and my own informal traffic monitoring shows that MySpace is on the decline.)

Both have a feature where they compare your address book to the addresses of active members and let you know if a member is in their network. (Don’t worry if you’re on the Tendo mailing list but don’t want your information circulated in either the LinkedIn or Facebook networks. Your information was not saved in either location; it was simply a one-time scan of the list.)

Here’s what I found: 50 percent of our contacts were members on LinkedIn and 18 percent were on Facebook.

Obviously, the Tendo list is not a “representative sample” of the whole world; given our business, we have many marketers and Web-savvy folks on our list. And LinkedIn is especially popular here in the Bay Area as a professional networking tool; the majority of our addresses are from the Bay Area.

But it’s interesting to me that nearly 20 percent of our list is on Facebooka more purely “social” network and one that was not even open to non-college students a year ago.

Again, this is just a snapshot in time and we probably can’t make any grand conclusion based on these two numbers, but it’s fair to say that the number of people using social networks is on the rise. The basic functionality of these sites is going to become more and more standard in a variety of applicationsperhaps even for your company’s network. So you may want to get yourself registered and start poking around. —John Kovacevich, VP, marketing services

April 28, 2008 Posted by | John Kovacevich, Metrics/Web Analytics, Social Media, Web Content | , , , , | 1 Comment