ABSTRACT

Purpose: With the increased adoption of digital communications to disseminate agricultural-related news and information, it is imperative to monitor and tailor the content based on actual user engagement and observed trends. This study assesses information gleaned through analysis of available reporting data – views, click-through rates, mobile access, story popularity – and what limitations exist within the analytics. Subscribers are automatically opted in for the e-Newsletter upon registering for AgInjuryNews.org. We monitor website and newsletter analytics to better understand the interests and behaviors of our users – agricultural safety and health stakeholders – and which topics engage them.

Methods: The AgInjuryNews.org e-Newsletter analytics were obtained through the Constant Contact website. We track user information, date, and time of interaction, as well as topics clicked on. We also assess all types of engagement rates of each published issue. We cannot track if users read the content or simply open the email and then close it. The open rate is also difficult to interpret, since certain e-mail servers do not download pictures within the e-Newsletter automatically, so if a subscriber does not manually click to download pictures within the e-mail, the Constant Contact software will not record it as an opened e-mail.

Results/Findings: The AgInjuryNews Constant Contact e-Newsletter has been published three times and key findings include: 1) 81–85% of opens are through desktop vs. mobile devices, 2) we have seen a low bounce rate average of 10%, and 3) the topics of interest, based upon user clicks, include AgInjuryNews.org, published peer-reviewed articles, and other farm-related fatality reports and summaries.

Practical Application: By presenting our Constant Contact lessons learned, we can share issues found, user behavior data, and what we have identified to be engaging content topics within this communications format. The AgInjuryNews Constant Contact Newsletter helps to keep registered users informed of pertinent initiative updates. Other organizations utilizing Constant Contact to regularly engage customers/members/readers with their content could benefit from what we have learned during this pilot project.

摘要

目的：随着数字通信越来越多地用于传播与农业有关的新闻和信息，必须根据实际用户的参与和观察到的趋势来监视和定制内容。这项研究评估了通过分析可用报告数据收集的信息，包括视图，点击率，移动访问，故事受欢迎程度以及分析中存在哪些限制。注册AgInjuryNews.org后，订阅者会自动选择加入电子通讯。我们监视网站和新闻通讯分析，以更好地了解用户（农业安全和健康利益相关者）的兴趣和行为，以及吸引他们的主题。

方法：通过持续联系网站获取AgInjuryNews.org电子通讯分析。我们跟踪用户信息，交互的日期和时间，以及单击的主题。我们还将评估每个已发行期刊的所有参与度。我们无法跟踪用户是否阅读了内容或只是打开电子邮件然后将其关闭。由于某些电子邮件服务器不会自动在电子通讯中下载图片，因此打开率也难以解释，因此，如果订户未手动单击以下载电子邮件中的图片，Constant Contact软件将不会进行记录。作为打开的电子邮件。

结果/发现：AgInjuryNews恒定接触电​​子通讯已经发布了三次，主要发现包括：1）81％到85％的打开是通过台式机而不是移动设备进行的； 2）我们看到平均跳出率低至10％ ，以及3）基于用户点击的感兴趣的主题，包括AgInjuryNews.org，已发表的经过同行评审的文章以及其他与农场有关的死亡报告和摘要。

实际应用：通过介绍我们不断学习的经验教训，我们可以共享发现的问题，用户行为数据以及我们确定与该通信格式相关的内容主题。AgInjuryNews持续联系新闻通讯可帮助使注册用户随时了解相关计划的最新动态。其他利用“持续联系”来定期吸引客户/会员/读者阅读其内容的组织，可以从我们在该试点项目中学到的知识中受益。