Context
Shorthand had detailed analytics in the dashboard, but many users—especially executives—never logged in to see them. Important performance data was going unseen, and customers weren't learning from their most successful content.
How might we deliver analytics insights to users who don't regularly check the dashboard?
Process
- Interviewed users about their analytics habits and needs
- Identified the metrics that actually drive decisions
- Designed email templates that work across email clients
- Tested different summary formats and levels of detail
- Built preference controls for frequency and content
Solution
Monthly analytics emails that surface key metrics at a glance: total views, engagement trends, and top-performing stories. Each email includes actionable insights and links to dive deeper in the dashboard.
Outcomes
- 65% open rate on analytics emails
- 30% increase in dashboard visits from email links
- Executive stakeholders report better visibility into content performance
Learnings
- Less is more—early versions had too much data
- Comparative context (vs. last month, vs. average) made numbers meaningful
- Mobile-first design was essential since most opens were on phones