Design and development consultancy thoughtbot launched Purpose-built as a newsletter for non-technical founders, which curated relevant and digestible content from their technical blog. Tori Shaffrey has been their Digital Marketing Manager for almost 2 years. She joined the team just after the newsletter launched, when they realized they needed a permanent resource center where founders could find the articles, videos, and podcasts. She’s been curating and editing Purpose-built, the resource center and the newsletter, ever since. She corresponded with Wonder Shuttle on the user research and design thinking behind Purpose-built, as well as her role in editing the content so it makes sense to their non-technical audience.
Do you focus on specific metrics to measure the success of Purpose-built’s content and communicate it to the company?
Yes! We track several metrics, and there are different ones for the resource center and the monthly newsletter. The resource center lives on the thoughtbot domain, so we track traffic from our header navigation, referral traffic, bounce rate, and how many new opportunities engage with the content. For the newsletter, we monitor open rates and click-through-rates. Most of our audience subscribed organically, so we have a very low unsubscribe rate.
Another great indicator of success happened about six months after Purpose-built launched. We sent out a survey and almost 10% of our audience took it, which is pretty unheard of in our industry. To put that number into perspective: usually, email click-through rates are less than 3% in tech. They voted on potential topics, told us their favorite way to digest content, even commented on the design of the newsletter. This helped with the content roadmap of Purpose-built and showed our team that the audience was getting value from the newsletter.[Read more…] about Tori Shaffrey: Knowing your audience is an essential part of editing