Email Web Analytics: 2 New Segmenting and Targeting Options
By Justin Premick August 7, 2008
Ever 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.
Ever 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” campaignCreate 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!