Tamarack Communication’s Most Loyal Readers
/Are you one of them?
When I launched Tamarack Communication in 2015, I was laser focused on building a consulting business that could support me for just a few years. It worked. In 2018, I seriously considered retiring and closing the business – but why stop doing what I loved? So I reduced my client base year after year, and continued to enjoy the work, just serving fewer clients.
I must admit, though, that I had a corollary interest: As my son built my web site way back then, I told him to include a blog (the Speakeasy), and then I opened a Constant Contact account to reach my base via email. My goal was to write for a wider audience, and I wanted a vehicle to get their attention and bring them to my blog. Hopefully they’d enjoy reading what I had enjoyed writing, and we’d both be happy. To a certain extent, I think it’s been working (and I don’t intend to stop).
As you probably know, I did a study recently to see who had been visiting the Speakeasy in its first nine years and what they were most inclined to read. We discovered (yes, of course I shared it with you) that nearly 20,000 individual readers had visited from 98 countries! And the most important thing they’d come to learn was how to pronounce the smallest word in our language: “a.” We learned a lot more, but you can read Our Speakeasy Nine Years Later to discover all that. Today I want to tell you about the 27 people who have been most responsive to the emails I’ve sent out via Constant Contact. After all, that’s my best venue for reaching people all over the country – and a few in other countries – so loyal readership is important to me when I send out those occasional email blasts. I’d like to share my fun discovery of the most loyal readers of Tamarack Communication emails.
Constant Contact has identified the 74 subscribers they consider “most engaged” with my emails over time. I reviewed all 74, noting what percentage of my messages they open and, even more important, how often they actually click on a link. After all, the point is usually to get them to read the details or enjoy a story. To choose my most loyal readers, I applied this formula:
Only readers who had opened 90% or more of the bulk emails I’d sent would be considered.
But their “click rate,” signaling how often they actually clicked on a link to read an article or get more information, would count twice!
So, here’s how things stacked up:
The most loyal reader had opened 92% of my “newsletters” and had clicked on 54% of the links! (That’s a communicator’s dream – to get someone to actively access more than half the articles or resources you offer!) His score, then, was a perfect 200 – the top score of Tamarack Communication’s readers.
The second-most-loyal reader scored 192. The two right behind her were tied at 182.
After I’d identified my top 12 readers, I found 7 runners-up, and half of them shared the same score: 126. Their opening and clicking rates were identical: they opened 100% of what I sent them and clicked on 13% of the links offered.
Then I rounded up my “honorable mentions” – 8 more loyal readers. Five of them had opened all of what I’d sent but had clicked on slightly fewer links than those described above. Still, of the 74 “most engaged” readers, I was thrilled to find 27 good friends, admired colleagues, and even one relative, that are truly reliable, loyal readers of what Tamarack Communication delivers. Now I’d like to introduce them – 27 people I really appreciate. (Might you be on the list?)
The Top Twelve
Dave Wegge (200) – In first place, my most loyal and active reader is a retired St. Norbert College professor. He taught Political Science, founded the Strategic Research Institute, and was Dean of the Schneider School of Business and Economics. But I know Dave as a very active member of the Envision Greater Green Bay Board of Directors; he was being installed as president at the first meeting I attended.
Brenda Brayko (192) – My former teaching colleague at Notre Dame Academy, Brenda has lived a most interesting life, now retired for just a few years. She’s taught in Korea and Hong Kong, is the mother of two college students, has a husband who is still a working educator – and she’s the only person I know who plays the gong – professionally!
Cheryl Daniels-Fisk (182) – Once I agreed to run for Green Bay City Council, Cheryl and her husband (both Green Bay teachers) became some of my strongest campaign supporters. When I got elected, I was their alder for two short years; we’ve remained friends.
Jean Sweetland (180) – Jean is a very new acquaintance in my life, but you can see that the bond has become strong quickly. Until January of this year, Jean produced the monthly newsletter for the League of Women Voters of Greater Green Bay – until she turned it over to me! That’s proof that it doesn’t have to take long to rise to the top!
Skip Birong (174) – Oh, Skip and I go way back! I believe he was an editing client of “All Write!” my first consulting firm back in Florida. First he wanted help soliciting donations for a charitable fund, and then he launched his blog, Reverie, and hired me to edit his posts. Today Skip continues to post, now mostly recordings of his music.
Pat Shock (165) – I met Pat at the Brown County Democratic Party. We canvassed together on action weekends and then, when I ran for office, Pat canvassed for me! She’s a loyal trouper for any candidate she believes in.
John Kim (153) – When I met John, it was because he was my boss! We both worked for Northwest Regional Primary Care Association, and I was one of John’s direct reports. He didn’t stay with NWRPCA long, but we’ve stayed in touch. Today John is the CEO of HealthierHere, a nonprofit seeking to make healthcare equitable in King County, WA.
Kim Desotell (151) – Of all my most loyal readers, Kim is one I know least well. I met her when she took a Strategic Foresight workshop with Envision. She is the long-time president of GRACE Schools, Green Bay’s Catholic school system.
Sarah Long-Radloff (148) – Sarah’s that relative I mentioned. It’s true she is not my biological sister, but my sibs and I all consider Sarah our sister, and our parents considered her their daughter. A Kimberly Clark retiree, she lives in Appleton with her husband.
Judy Nagel (146) – Judy’s another one of those Envision directors that I’ve known since late 2019. A member of the Upward Mobility signals team, she follows the most interesting signals and submits to me for publication the most unique signal reports! Judy is a retired Wells Fargo financial adviser and is very active with Rotary International.
Angela Walker (142) – Angela is my best friend – period. Recently widowed, she lives in Canada, but we have visited each other internationally many times. How did we meet? Angela wrote a novel and submitted it to an editing web site for help. I was living in Florida at the time, providing editing services to that very web site. Her manuscript was assigned to me, and the rest is history.
Ed Dorff (135) – This is somebody else’s husband! (Well, anyway, that’s how I know Ed: He’s Barb Dorff’s husband.) He’s also the father of my wonderful former student, Ned Dorff. Ed was a teacher and then principal of Green Bay’s East High School. Today he is my friend and engaged reader, and I enjoy his perspective.
The 7 Runners Up – still very loyal and engaged
Roy Campbell (130) – I haven’t seen Roy for a few years. He owns the local hair salon a few blocks from me, and he was the most loyal supporter of Olde Preble Neighborhood Association until we folded nearly two years ago. Roy’s just one of those good people you want to have in your life (and in your neighborhood).
Christy Welch (128) – I’m honored to call Christy an engaged reader! She’s the very able, energetic chair of the Brown County Democrats and currently running for Wisconsin State Assembly. And she reads my email blasts and the articles they offer! Hurray! (Elect her.)
Karen Johnston (128) – If you live in Green Bay, you wouldn’t expect to find me writing the word “loyal” without including Karen. She’s my next door neighbor, a great friend, and a staunch supporter of our former neighborhood association. Karen is the retired Director of Green Bay Catholic Charities.
Heidi Selberg (126) – There’s that Envision Board of Directors again! Heidi is currently the president of the board and, therefore, an important person in my life every week. She is retired from Hospital Sisters Health System where she worked in strategic planning, marketing, communications, government relations and more.
Jered Vogeltanz (126) – I met young Jered when he was managing the first campaign of Eric Genrich, my former student who was then a candidate for Green Bay mayor. I volunteered for the campaign and absolutely loved Jered. Then I met his wife-to-be, Annie, and loved her. And then they had little Jack, and I fell in love with him. Jered is one of a kind!
Larry Garrison (126) – Interestingly, I’ve met Larry only a few times. I know him mostly as a Facebook friend. We also share political views, and we share Jory Yuenger: his partner, my friend. Clearly Larry and I read each other’s posts.
Randy Lawton (126) – Another Envision board member! I met Randy at the same time I met Dave and Judy and Heidi, and I work with all of them as their communications consultant. Randy is a certified futurist, trained at University of Houston, and is retired from the C.A. Lawton company.
... and Honorable Mention to 8 more
Sharon Green (122) – A true friend and soulmate, Sharon and I have collaborated and commiserated and celebrated together since we were colleagues at Northwest Regional Primary Care Association. A lifelong resident of Seattle, Sharon still works at the University of Washington. You’ll find her mentioned in the Speakeasy; we’ve even collaborated on an article or two.
Frank Robinson (122) – Frank is an author and an independent therapist in Seattle. So, yes, you could say he’s been my “shrink.” But now I think of him as a long-time friend and guide, and I am honored that he opens every email Tamarack Communication sends him.
Abby Ledvina (122) – Abby contacted me a few years ago, seeking a consultant to rebrand the Richard Mauthe Center for Faith, Spirituality and Social Justice. We worked on that project, and then I convinced her and a few board members to engage in Strategic Foresight training with Envision. Now she has her new brand and is also foresight trained.
Natalie Bomstad (120) – Oh, my goodness: another board member of Envision! Natalie now serves as the Envision vice president, but her fulltime work is as Executive Director of Wello, the “dot connectors” to make all local residents healthy and well. And Natalie is a loyal reader for others too: Constant Contact says Natalie reads 117% of what Envision sends her. (I have no idea how that is possible.)
Char Dunlap (117) – I remember the day, back in the early ‘90s, that Char walked through the door at Notre Dame Academy to serve as secretary to the president. And she’s been there ever since, just very recently retiring. What a friend she became! I’m so proud that she opens almost everything Tamarack sends and even clicks on a good number of links.
Matha Rendon (110) – Who knew a friendship made at the local Democratic Party would develop into this? I remember when Martha managed the Spring Fling raffle, and I got to help with simple but fun and important tasks. It was great working with Martha, and I’m so happy she is engaged with Tamarack Communication.
Nancy Schleis (108) – Oh, we go back a long way – nearly 35 years! Our daughters went to school together for a few years at St. Mary of the Angels. Then we lost touch as the girls went separate ways, but I reconnected with Nancy at the Dems (of course). And now I look forward to her Facebook posts every time I need a good laugh.
Amaad Rivera Wagner (108) – I first called Amaad some years ago when I was tasked with organizing the East Side Dems, but he was already fully engaged at that time. And then he became the Mayor’s Chief of Staff! And then he threw his hat into the ring to run for Wisconsin State Assembly! And through it all, he reads the email blasts Tamarack Communication sends out. (Let’s elect him.)
Once I had identified these fascinating friends, I couldn’t help but ask myself: How did I meet them? How long have I known each of them? What, if anything, do they have in common? I easily learned that 63% are women and 37% are men. I met 82% of them in Green Bay, most since I returned in 2018, but a few when I lived here in the ‘80s and ‘90s. I met 7% of them while living in Florida and 11% during my ten years in Seattle.
It was interesting to reflect on how many – or how few – years I’ve known each one.
And exactly how I got to know them
And, finally, of the three specific places our paths were most likely to cross, on which of those paths did I encounter most of today’s top readers?
Now, lavishing praise on the “top 27” should not suggest, in any way, that I do not value ALL the readers of disparate and interesting backgrounds that visit the Speakeasy and/or kindly pay attention to my occasional missives. I appreciate your friendship and your engagement and your comments (although the Speakeasy could use more of the latter). Stay tuned – this party’s just getting underway.