email analytics

Segment Your List with Survey Results

By Rebecca Swayze

In a recent post we showed you how to easily ask subscribers for feedback by including a rating scale in your emails.

Using an innovative rating scale sets you apart from your competitors and shows subscribers that you are thinking outside of the box – that you really care about what they want.

It allows you to creatively request opinions from readers and build your email marketing campaign, making it more specific, relevant and well-received by your subscribers.

But what do you with the information once it is collected?

Divide and Conquer

Once you have subscriber responses, you can easily segment your list and send targeted messages to subscribers that will benefit most from your information (which ultimately leads to a greater return on your investment).

You know that no matter what response your subscribers give on your scale, they at least have an interest in your email because:

  • They opened your message
  • They read it through to the point of seeing your rating scale
  • They were compelled to rate your message

A Practical Example

For example, let’s look at The Friendly Plumber, a plumbing service that sends a monthly newsletter to customers who have used the service in the past. They most recently sent a message with handy tips for clogged drains and asked subscribers to rate their satisfaction at the end of the email.

The Friendly Plumber

Now, the number of subscribers who voted is evident in the total number of clicks for the message on the Broadcast Totals report.

Click Report

Plumbing is a personal business. Plumbers rely heavily on local, repeat business and word of mouth referral. Relationships are crucial to their success. Because a fairly large number of subscribers responded to their email, The Friendly Plumber could take the survey results and send a unique message only to the people who responded.

For the people who responded positively, they can offer a discount on their next service call and solicit testimonials for their new website.

On the Search Subscribers page, they would perform a search for the appropriate link:

link clicked

Then save the segment and send a message only to those people.

Satisfactory Segment

For those who didn’t find the email helpful, The Friendly Plumber could extend the olive branch and send a message asking for constructive criticism. Nothing is more appealing to a customer than a company that reaches out and engages in honest conversation.

Another Way to Use Feedback

The Friendly Plumber also has a blog where they discuss common plumbing issues and concerns. They send an email to their blog subscribers each time they post something new to the blog.

At the bottom of each blog broadcast, they could also include a rating scale, asking for feedback on individual posts.

The Friendly Plumber Blog Broadcast

At the end of the year, or whenever their newsletter needs a little boost, they can send out an email with the top 5 rated posts.

Don’t have a blog? You can still use the same concept, only with your follow up messages. Include a rating scale in each follow up email, then at the end of the year send a broadcast extrapolating on the top 3 rated follow up emails.

Now It’s Your Turn to Give Us Some Feedback!

Have you tried using a rating scale in your messages? What is your experience?

Share your thoughts on the blog!

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Subscriber, Will You be My Valentine?

By Rebecca Swayze

Relationships are hard work. It doesn’t matter what kind; they’re all equally tough. Parents, spouses, friends, business partners, customers – all need to be treated kindly and with respect.

If you want to build a new relationship or keep an existing one strong, you need to open the lines of communication and truly make an effort to get to know the other person.

This Valentine’s Day, embrace email marketing and show subscribers how much you love them by using these relationship building tips with your next campaign.

Court Your Subscribers

If you have an email campaign that aims to promote and sell a product, remember that just because your visitors sign up to your list does not necessarily mean that they will purchase your product. Seduce them, entice them, educate them and above all be polite.

Don’t expect subscribers to buy after they receive your first email. Sometimes it takes a little longer to convert an interested reader into an advocate or a customer.

Flirt or Tease Them

You know how great your product is, and your subscribers will no doubt love it once they purchase. Subtly let them know what they are missing out on by including little bits of information about the product in your emails.

Be brief! Don’t spill the beans in your message, but rather provide enough information to make them want to click through to your website to learn more. The whole point of your email is to get subscribers to your landing page, which you then use to make the sale.

Personalize Your Love Letter

It’s not always appropriate, but personalization can make your email more conversational and friendly.

This doesn’t mean you should use the {!firstname_fix} variable ten times throughout your email.

Instead, include other readily available information, such as the website they visited when they signed up. This can validate the trust that they placed in you initially when they signed up to your list.

Send Some Conversation Hearts

Communication is crucial to any successful relationship. The easiest way to communicate with a friend or partner is to talk.

Conversation is personal, and often the best way to sway someone’s opinion. Use your messages to engage subscribers in conversation. Address them genuinely, like you would address a friend, and request their feedback.

Track Cupid’s Arrow

We all keep tabs on the ones we love. Always use click tracking in your messages to determine which links subscribers are clicking on.

Knowing which links subscribers liked and clicked on will help you communicate better. You can even segment your list based on their participation later.

They Love You, They Love You Not…They Love You!

Give your subscribers one more reason to love you by sending beautiful emails. Try one of our new Valentine’s Day templates!

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Segment Customers To Build Loyalty

By Rebecca Swayze

Build Customer Loyalty

It’s easy to focus on attracting new business by using your email marketing campaign to promote your products primarily to new subscribers and prospects.

While email is the perfect venue for showcasing products and captivating potential customers, it is also equally important to focus on your subscribers that have already spent money with you.

Your buyers had a positive experience in the past, right? Capitalize on that and turn them into lifelong customers.

Here’s how to retain the customers that you already have.

Reel Customers In Without Selling to Them

Your existing customer base is different from your potential buyers. They already made the choice to trust your company with their money once, so take the time to build on your relationship after the sale.

Customers are more willing to shop with you again when they realize you don’t treat them like a number.

Segment your list and use these tips to connect with customers without constantly pushing new items on them.

Ask for feedback

Ask for feedback

Ask for feedback about recent purchases, and remind customers that good customer service doesn’t end when they make a purchase from you. Assure them that if there are ever any questions or problems, you will stand behind your product.

Suggest additional items

Suggest additional items

Suggest complimentary items that will enhance their experience with the product they already bought.

Add inherent value

Add value

Discuss different ways that customers can use the product that they purchased. Show them that there’s additional value in what they invested in.

How to See Who Purchased From You

This is where email analytics data comes in handy.

By adding a snippet of javascript to your website, you can track sales to your subscribers.

You can then see which people are buying and how much each purchase amounts to – and segment your list to target your customers.

How to Segment Your List and Send to Existing Customers

Once the javascript is on your site and sales begin to add up, you can separate the buyers from the browsers on your list based on purchase history.

On the Search Subscribers page, use the drop down menus to search your list for customers like so:

Search Subscribers

Then save the search directly above the results…

save segment 1

And send your specialized email only to that segment when saving your message:

Send to Segment

What if You Sell Multiple Products?

Sending messages to subscribers who meet a specific sale amount is helpful if you are only selling one product.

If you have more than one item for sale, you can also search for subscribers based on total order value.

search subscribers greater than

With a segment made up of customers with a history of large purchases, you can:

  • Suggest high ticket items
  • Offer incentives geared only towards the big spenders

How Do You Segment Your Customers?

Do you find that segmenting customers from subscribers leads to repeat sales? We would love to hear how email segmentation helps your business!

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Do You Create More Effective Email Campaigns With These Reports?

By Amanda Gagnon

Analyze ReportsFor knowledge itself is power…
~Sir Francis Bacon

Your AWeber reports provide a many-faceted view of your success.

But have you taken the time to explore them and learn how they can help you improve your email marketing campaigns?

If not, that’s OK; we’ll help. Let’s look at a few reports and how each one empowers you to communicate with subscribers more effectively.

Show Me the Money

Want to see just which emails drive the most sales?

Use the Revenue Over Time report. Here, you can see the number of sales (and dollars!) your messages have brought in.

Revenue Over Time

Use this information to keep track of your ROI, to see what content brought in the big bucks and to set goals for the future.

Follow Unique and Non-Unique Clicks to Find the Crowd

When checking out your email open rates and click rates, you may have noticed a yellow line:

Unique Clicks
Many subsequent clicks – a well-liked link!

This line shows you unique opens and clicks – ones that happened for the first time (as opposed to the second or third times).

Look for the biggest gaps between the unique line and the top of the bars. A big gap means your subscribers clicked a link again and again – or that they forwarded it on to other people, who then clicked it!

This is your secret window to what content is most compelling to your readers and can teach you what will keep them engaged in the future.

And the Award for Best Sign Up Form Goes To…

With the Ad Tracking – Subscribed report, you can see exactly where your subscribers signed up.

Have most of your readers come from that shiny lightbox web form on your blog? Does the form on your home page get overlooked because it’s at elbow level instead of eye level?

Find out what works – set up Ad Tracking for your web forms.

Ad Tracking Report

Cater to Your Customers’ Regional Differences

Use reports that break your list down by city, state and country to determine where your readership hails from.

Subscribers by Region

Are 20,000 people clicking on your subject line while tapping their toes to Mexican mariachi music? Then you may want to offer a Spanish version, or clear out regional dialect.

You can even segment your list (click the desired region and name the segment on the page you are brought to) and tweak your broadcasts for each segment. Speak to your audience in their language, and your relationship is bound to improve.

Read Smarter, Not Harder With a Custom Dashboard

Want easy access to your favorite reports? The dashboard is perfect for you!

Load it up with your favorite graphs and charts – go to the reports you like best, click “detail” on the top right corner of the report, and press the plus sign.

Add Report to Dashboard

View your new dashboard by clicking directly on the “Reports” tab. Now you have a series of email reports customized just for you.

While you’re analyzing and optimizing away, be sure to keep in mind that list reports show data for only one list at a time. Want to see data for a different list? You can add reports for different lists to your dashboard and view them all at once ;)

What Works For You?

Do you have a favorite report to check? Have you used reports to connect with your readers better or even find more subscribers?

We’d love to read your success stories, and so would the rest of your fellow readers – please share them below!

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Want More Opens or Clicks? Reward Subscribers!

By Justin Premick

TeeFury TeaserHow do you keep subscribers reading your email marketing campaigns and/or clicking to your website, especially as they “age” (as more time passes since they signed up) and you compete for their attention with an increasing number of other senders?

Obviously providing valuable content plays a big part here (as we’ve discussed on several occasions), but sometimes a little extra incentive can help, too.

Recently Tracey, our Director of Customer Solutions, passed me an email with a helpful example of how to provide an incentive for subscribers to keep reading and clicking on your emails.

How T-Shirt Vendor TeeFury Uses Open and Click Data to Reward Readers

Here’s the body of the email from t-shirt site TeeFury (click image below to see full size):

Toward the end of the email, you’ll see this banner:

TeeFury Banner

As you can see, they’re offering an incentive – a free T-shirt – to a somewhat randomly selected reader.

I say “somewhat randomly” because they’re only opening the giveaway to the first handful of people who open their email.

You Can Do This, Too!

Among the many Email Analytics tools available in AWeber is the ability to search for and segment subscribers based on whether they opened a certain email or clicked a certain link.

You can find options to search your list based on whether subscribers opened a certain email or clicked a certain link on the “Subscribers” page of your account:

Search Options

All you have to do is:

  1. Decide what behavior you want to reward (reading a certain email? clicking a certain link?)

    Note: Personally I prefer having people click on a link rather than open an email. This is because tracking email opens relies on subscribers having images enabled, and some people might read your email but have images turned off – so even though they might read your email, you might not know it.

  2. Come up with a bonus, gift or special offer specifically for those subscribers who take the desired action
  3. Tell subscribers about the bonus/gift/offer/giveaway/etc.
  4. Send the email you want them to act on
  5. After a certain amount of time (whatever you decide), search your list and pick out your winner/s!

Your Ideas On Using This?

Can you see yourself using this tactic? What sort of incentives would you offer?

Share your thoughts on the blog!

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Web Form Tracking Enhancements

By Marc Kline

When creating an in-line (as opposed to a pop up type) opt-in form for your website, AWeber provides an option of two types of HTML available to publish to your site:

  • A JavaScript Snippet
  • A Raw HTML Version

Up until recently, the Raw HTML version did not provide the ability to track the performance of forms published to your site.

Then Dan, one of our developers who also spearheaded our recently released Setup Wizard project, helped cast another vote for the old cliche adage, “where there’s a will, there’s a way”.

What’s Changed?

Tracking for the following is now available for both versions of HTML provided by our web form tool:

  • Displays
  • Submissions
  • Submissions / Display Ratio

From now on, if you need the full HTML for a form so you can make advanced changes to its design, you won’t lose these useful stats.

Two Quick Notes

If you have forms created before the beginning of December, you will need to get their HTML again and re-publish to your site.

Also, unique displays are still available only if you use the JavaScript Snippet version).

More on the difference between the JavaScript Snippet and Raw HTML versions.

Email Segmentation: Easily Target Customers

By Justin Premick

Segmentation - Pie ChartIn two previous posts on email segmentation, we discussed how to target several groups of subscribers who have not yet purchased products/services from you yet.

These are all groups of people you can target to make your email marketing more effective, and I do strongly recommend thinking about how you can make your campaigns more relevant through segmentation.

But if you’re a believer in the idea that a customer is more likely to buy from you again than a prospect is to buy from you once, you’ll want to pay special attention to today’s tip:

It’s Time To Segment Customers

You’ve worked hard to get subscribers to the point that they’re willing to make a purchase from you. Why not build on that initial success?

By segmenting customers, you can:

  • Reward them for their loyalty
  • Drive repeat purchases
  • Encourage them to refer new business to you

(I’m sure you have a few other ideas on emailing customers – share them below!)

How to Segment Customers

To do this, you need to first have installed the Email Web Analytics script on your site. (See the instructions for doing so.)

Once you’ve done that, you have 2 options:

  1. Use web page tracking.

    We’ll track which pages of your site subscribers go to. You simply need to look for whether or not subscribers land on your order confirmation page.

    If you only sell one product, or all your products are the same price, this is sufficient. It doesn’t, however, allow you to easily see on what days/weeks/months your campaigns generate the most revenue (the 2nd option does that).

  2. Use goal tracking.

    This takes a couple steps to set up, but it lets you track the revenue your email campaigns generate over time. It also lets you segment subscribers based on how much money they spend (which you can see in their subscriber records).

To Use Web Page Tracking:

Use the “Web Page Visited” search criterion:

Segment Non-Responsive Subscribers

As with the “Message openers” segment, you’ll click inside the long text box to select the web page you want to use to segment subscribers – in this case, your order confirmation page.

To Use Goal Tracking:

  1. On the “Analytics Settings” page, set up a Goal Web Page.

Set Up a Goal Web Page
(Click to view larger)

While setting up your goal, you can either choose a fixed revenue value for the goal, or you can pass custom revenue information to us on an order-by-order basis. An example of this appears below.

Set Up a Goal Web Page

  1. Once you’ve chosen your method of tracking, you’ll go to the “Leads” page and segment using either the “Web Page Visited” criterion:

Segment By Web Page Visited

or the “Sale Amount” one:

Set Up a Goal Web Page

There are also detailed instructions for setting up goals in the Knowledge Base.

Once you’ve set up your tracking and segments, you can create and deliver targeted email campaigns to increase customer loyalty, sell related products, raise response rates and make your email marketing even more profitable!

Do You Segment Customers? What About Other Subscribers?

Do you use segments (like the ones discussed over the past three posts) to deliver more relevant, targeted emails to your subscribers?

What criteria do you use for grouping subscribers?

Share your thoughts and suggestions in the comments!


Know someone who could benefit from segmenting subscribers?

Share this article with them on StumbleUpon, Delicious or Twitter – or just send them this link!

Email Segmentation: More Groups To Target

By Justin Premick

In a previous post on email segmentation, we looked at how to isolate and target people not opening your emails, and people who open them, but don’t click on links in them.

These groups (as defined in this article) are people who are not engaged with your regular email marketing campaigns and may need special attention to get them to interact more with your emails.

Today, let’s look at 2 more groups you can segment and target to improve your results:

  • New Subscribers
  • Link Clickers

New Subscribers

Put simply, new subscribers are different than people who have been subscribed for a while.

They know less about you and are likely to have different objections and questions.

So, you may want to communicate different content to them than you do to older subscribers.

Now, on the one hand you can do this with autoresponders, but

How to Segment New Subscribers

No need to do anything fancy here – we’ve already segmented your newest subscribers for you!

To view them, choose one of the “added in the past _____” searches on the “Leads” page of your account:

Segment Most Recent Subscribers

As you can see, you can define “new” subscribers as being really new (in the past 24 hours) or a bit more conservatively (say, in the 30 days).

To send an email to new subscribers, decide which search you want to use. Then create a broadcast and choose that segment.

Link Clickers

Here, even more than in our last post on segmentation we’re getting down to the people who are almost ready to make a purchase.

As you may have noticed, several of the segments we’ve addressed here are closely related.

As you get non-responsive subscribers to open an email, and non-clickers to click, you’re really moving them along a path from unengaged prospects → somewhat engaged prospects → very engaged prospects → customers.

Moving subscribers along that path is one of the outcomes of a successful segmentation and targeting campaign.

How to Segment Link Clickers

As with openers, it’s easiest to target link clickers based on whether or not they clicked a specific link (after all, while it’s sort of useful to know someone clicked on your “contact” link, if that’s not what you were trying to get them to do, then they may as well have not clicked).

To segment link clickers, use the “Link Clicked” criterion:

Segment Non-Responsive Subscribers

As with the “Message openers” segment, you’ll click inside the long text box to select the link you want to use to segment subscribers.

Next Time: 2 Ways to Segment Customers

The fifth group that you can target with some basic email segmentation is your customers.

You can segment customers all as one group (people who bought something) or you can fine-tune your customer segmentation (by how much they spent, for example).

The 3rd email in this series will show you how to identify, track and segment your most valuable subscribers.

Until then, think about what you might want to send to your “Link Clickers” – the people closest to becoming customers ‐ as well as your newest subscribers, and try segmenting for yourself!


Know someone who could benefit from segmenting subscribers?

Share this article with them on StumbleUpon, Delicious or Twitter – or just send them this link!

Email Segmentation: 5 Groups You Can Easily Target, Part 1

By Justin Premick

Over at Clickz, email columnist Jeanne Jennings has a great introduction to email segmentation.

She breaks down subscribers into a few groups based on their activity, and points out that you can (and should!) communicate with each group differently.

In a series of 3 posts, we’ll look at how you can use the email web analytics tools in AWeber to target the groups she suggests, and make your email marketing campaigns more relevant.

There are 5 groups of people you can potentially target using activity-based segmentation. Today, let’s look at two of them:

  • Non-Responsive Subscribers
  • Message Openers

Non-Responsive Subscribers

Non-responsive subscribers receive your emails, but don’t convert, don’t click on links or even open the messages.

These subscribers may have once been responsive, but over time lost interest in your emails. Or they may be overwhelmed with too many other messages to make time for your emails.

How to Segment Inactive Subscribers

It’s important to remember that non-responsive subscribers may have been responsive at some point.

So you want to first come up with a time frame – how long does someone need to have gone without opening an email before you consider them non-responsive? (hint: don’t say “a week” ;) ).

On your “Leads” page, use the “Search” boxes to pull up 2 search terms:

  1. No Opens
  2. Date Added

(The “Date Added” term makes sure you only pull up older subscribers, not people who just signed up recently and haven’t had a chance to open your email yet.)

Segment Non-Responsive Subscribers

After searching, you’ll see a box where you can save your search (“view”) by giving it a name (say, Non-Responders):

Save Segment

Save your view and you’ll then be able to choose it while creating a broadcast.

Message Openers

These are the subscribers who open your emails, but don’t click on links or convert.

So you’re getting them to open your email (or at least preview it), but nothing further. They’re not quite engaged by your email content.

How to Segment These Subscribers

In AWeber, this is most easily done on a message-by-message basis, using two criteria:

  1. Message Opened
  2. Link Not Clicked

Segment Non-Responsive Subscribers

Next to each of those criteria, click on the long text box and you’ll be prompted to choose which message/link you want to use to segment subscribers.

If you’re sending only plain text emails, you won’t use this segment, since you can’t track opens. This one’s for people sending emails that include an HTML version.

Next Time: 2 More Segments to Target

In the next post on this series, you’ll learn how to create 2 more useful segments that you can use to better target your email marketing campaigns.

Until then, try creating these segments – you might be surprised how many people fall into each one!


Know someone who could benefit from segmenting subscribers?

Share this article with them on StumbleUpon, Delicious or Twitter – or just send them this link!

Email Web Analytics: 2 New Segmenting and Targeting Options

By Justin Premick

Web Page Visited and No Opens Search OptionsEver wanted to know which of your subscribers aren’t responding to your emails?

Or which parts of your website subscribers are interested in?

This week, we added two new segmentation and targeting options to our Email Web Analytics tools to help answer those questions.

With them, you can identify people who have stopped paying attention to your emails (or never did).

And for those people who are still engaged, you now can segment them by what pages they’re visiting – even if those visits don’t originate from an email you send!

Segment and Target Subscribers Who Haven’t Responded To ANY Recent Message

Do you sometimes feel like you’re talking to your subscribers, but only half of them are listening?

Ever wanted to check in with the half that has “checked out” and ask if there’s anything you can do to help?

With the new “No Opens” search option, now you can. Here’s how:

On the “Leads” page, choose “No Opens” from the list search criteria.

Then, choose a date that you want to start your search from. You’ll see that this makes the search read “No Opens Since (Date).”

Once you’ve completed your search, you can save that group of subscribers and broadcast to them.

Quick tip: when you use this search option, combine it with a search by “Date Added” to make sure you’re only looking through people who have been on your list for a while.

You wouldn’t want to group a new subscriber (who just got your first email but hasn’t had time to open it) in with someone who signed up to your list a year ago and hasn’t opened any emails in 6 months.

What If I Send Plain Text Emails?

If you’re using our Email Web Analytics tools to track clickthroughs, we’ll infer an open whenever someone clicks a link in your emails – even if you send only plain text emails.

So this “No Opens” search is essentially a “No Clicks” search for you guys.

Possible Uses of The “No Opens” Criteria

  • Run a “reactivation” campaign

    Create a few broadcasts to try to get non-engaged subscribers to start responding again.

    Many retailers use coupons/discounts to try to re-engage email subscribers. You could do this, or offer a free report or some other compelling incentive to get them clicking again.

  • Remove non-responsive subscribers (if they don’t respond to your reactivation campaign).

    No sense in having someone on your list who doesn’t want to be there.

  • Send them a questionnaire to learn why they’ve lost interest.

    Did they go with a competitor? Do they no longer need your services? Is there anything else you can do to help them?

What other ideas do you have for contacting non-responsive subscribers? Share them below!

Segment and Target Subscribers Based on What Web Pages They Visit

The original Email Web Analytics release included options to segment subscribers based on which links they click in your emails.

They’re helpful to see what content subscribers are interested in.

But what about what those subscribers do after the initial click, or on a later visit to your site that doesn’t start out with an email click?

The new “Web Page Visited” search option segments subscribers based on where they’re going on your site.

Here’s how to use it:

On the “Leads” page, choose “Web Page Visited” from the list search criteria.

In the box to the right, start typing out the web page you want to search by.

We’ll auto-suggest pages to you as you type.

As with the “No Opens” criteria, you can save that group of subscribers and broadcast to them.

Possible Uses of The “Web Page Visited” Criteria For Different Groups

Here are a few possible uses, pulled from the top of my head:

  • Product and service providers: identify which products, features, benefits, etc. your prospects are especially interested in.

    Create more targeted messages about those products/features/benefits and send them to the appropriate groups.

  • Affiliate marketers – identify people interested in certain products (or categories of product) you’re promoting.

    Use that knowledge to decide what other products to introduce to those groups.

  • Bloggers – identify who is most interested in particular topics, products, etc. you blog about.

    Use that knowledge to create posts, products, reports, etc. that will appeal to those groups.

  • Real Estate Agents – identify what properties various subscribers are viewing on your site.

    Then, get in touch with them about those properties.

I’m sure you have your own ideas for how knowing who is going to what pages of your website could help you grow your business – share your ideas and suggestions below!