segmentation

Email Segmentation Lifts Sales Over $31,000

By Justin Premick

Over the past week or so, we’ve talked about email segmentation a few times. While the three posts did show you how to segment your subscribers, they didn’t talk much about why you should do so, or what to say to different groups. Some of you asked about this.

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.

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!