Best Practices: How to Read and Act on Vestorly Data

September 17, 2018

In this series, we’ll highlight the common queries we receive from Vestorly users and our recommendations for best practices. Today we’re answering, “How should I use the data in my Vestorly account to improve my reader engagement?” 

The Metrics page on your dashboard offers valuable insights for not only your broader audience engagement strategy, but also for your relationships with individual members of your audience. By reviewing your account performance, you can learn to improve future communication to resonate with more of your audience and discover which readers might be in need of a conversation with you.

Follow our guide to mine thetmost value from your data.

1. Learn what content resonates

On the Metrics page of your account, toggle to the Content Performance tab:

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This tab shows you how often each article you share is viewed and re-shared. We use this sharing information along with the date it was published to calculate a Content Performance Score. The more highly scored articles are more popular. Look for patterns in the content that resonates and publish more similar articles in the future. They may be on a certain topic, from a certain publication, or in a certain style (like a listicle or a longer form feature).

2. See which readers are most active

Toggle to the Contact Scores tab, where your readers are similarly scored. The more highly scored are more active readers.

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Read through these names and see if you recognize them all or not. Our users have utilized this data to meet people they didn’t know. If you discover a new reader who is a friend of your client’s, reach out to the client and ask for a referral.

3. Learn more about individual readers

Click on any contact name to see a full history of their reading activity.

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If you find a client of yours is frequently reading about a service you provide, reach out to start a conversation around it. If she frequently is reading about a topic on which you’re an expert, ask if all of her questions have bene answered. With the knowledge of what your contacts are reading, you can initiate more conversations and meetings around their needs and interests.

4. Look for patterns within your audience

As you dig into deeper reading history of your contacts, find patterns among them. For example, perhaps you’ll notice your older readers are more likely to click on travel articles. Maybe parents are more interested in local news. Use this information to segment your audience with tags and send them emails focused on their interests. Read more about tags heremarketing with data image 2

 

5. Improve your email performance

Toggle to the Email Metrics tab:

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This page shows you how each of your AI and manual emails performed. Review some key definitions of this page here. Begin by looking at the Open Rate to see how frequently your emails were opened. The OR is impacted by the subject line and time sent. If you see that emails sent at a certain time or day perform better, send future emails at this time. If you find that the subject lines of emails that perform best have something in common, use this for your future subject lines too.