Posts Tagged ‘segmentation’

Segmenting the list according to subscribers’ activity

Sunday, April 29th, 2012

Your list includes subscribers that have never opened your email, but also subscribers that entered your website and made a purchase. To increase the efficiency of your newsletters it would be better to send targeted messages. You can segment your list according to subscriber’s actions in your past newsletters. Based on that data you can categorize them into: loyal, active, inactive etc.

In order to use this segmentation you need to have a way of finding out which are your subscriber’s actions.  Usually you have this kind of information from your ESP. Also, if the numbers are not enough, you can find out insights about subscribers using surveys.

 Activity segments

1. Loyal subscribers

If someone made an action after you send him a newsletter (a purchase or filling a form) don’t let this be his last interaction with your brand. Take care of the loyal subscribers because they can bring you important benefits, if they are satisfied by your products/services.

2. Active subscribers

These are the ones that interact with your emails, they enter the site, but the conversions are low. If there is a big difference between the clickthrough rate and the conversion rate there might be a problem. First you need to check the landing page, and then think about the offer itself, it may not be very attractive for the subscribers or you are not stating the benefits very efficiently.

 3. Inactive subscribers

In this category are the subscribers that didn’t open an email you sent in the last 3 – 6 months. It’s very probable that they forgot about you. For these subscribers the best solution is to group them into a segment and think about reactivation solutions.

Womsend lets you know which are the active ones

Using Womsend you can very easily create segments based on subscriber activity. Our system calculates a quality score for every subscriber according to their activity. More details on this feature and how could you use it, you will find here.

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How to monitor subscriber activity

Friday, October 7th, 2011

If you are using Womsend,  it’s very easy to keep track of your subscribers activity. You can see which are the active subscribers and which are the inactive ones. This way you have the possibility to reactivate the inactive ones. They are an important resource and you don’t have to neglect them.

Our system calculates a score for every subscriber depending on his activity. When opens a message the subscriber receives some points, for a click he will receive more and for a purchase even more points. The subscriber will have more points if his activity in your newsletter is recent. The more time it passes since his last action, the fewer points he has.

Subscribers will have activity scores from 0 to 100. The most active subscriber will have the highest score (100) and the others will have scores according to his. For example, a subscriber with the score 100 is twice more active then a subscriber with the score 50.

If you have a Womsend account, you will be able to see the quality score of your subscribers entering the section Subscribers ->All subscribers and at every contact you will see a value named “Quality score”.

Segmenting list according to subscriber activity

You can use this feature to segment subscribers according to activity criteria.
You can create a segment based on a higher and lower limit of the quality score. This way you can have a segment with the most active subscribers to repay them and you can have a segment of your least active subscribers to you can come up with ways to reactivate them.

The difference between lists and segments

Thursday, September 29th, 2011

Relevance is one of the most important things that you have to keep in mind to optimize the results of your email marketing campaigns. To raise the relevance of your sent emails you have to do an efficient segmentation of your list.
In email marketing you need segmentation because your list of subscribers is not an homogeneous group, and sending one kind of message will not meet the expectations of the majority. Still you don’t have to confuse lists with segments.

Lists and segments

The list is a group of contacts that changes only when you add or remove some of them or when someone subscribes or unsubscribes for your newsletter. Lists are useful to organize the subscribers.
And also, a list can be made with confirmation from the subscriber or not. This means that when someone subscribes to a newsletter will not receive it until he will confirm his subscription by clicking on a link in the email received right after he subscribed.

With Womsend you can create and edit lists by going to the section Subscribers->Lists.
When you create a subscribe form, you have to associate where the people that subscribe to your newsletter to be registered.

The segment is a group of contacts based on a specific criteria. For example, you can make a segment with all the male subscribers, age segments (between 25 and 35 years) or subscribers from a specific city, according to want you want to communicate. A segment can be static or dynamic, you can set the segments to update automatically. For example, if you segment by age, when a subscriber no longer meets the criteria he will be eliminated from the segment.
To create segments using Womsend go to the section Subscribers->All subscribers. First you create a filter (the criteria by which you wish to sort subscribers), the you will be able to see all the subscribers that meet that criteria. Then you need to save all of them as a segment.
To edit the name, description or “Update automatically” option go to the section Subscribers->Segments.

The lists are group of contacts in which users are registered when they fill in the subscribe form and the segment is a group that you can set as an administrator of the lists, according to some filters. The subscribers does not have the chance to see or choose in which segment he is.

Preference page

Through the preference page your subscribers will tell you alone which information they want to receive from you. On this page you will put the lists and they can choose which is the list they want to be included in. Be careful: on the preference page they will not see the segments of your list, they will only see the lists and a short description. Subscribers aren’t able to see the segment they are included and neither have the possibility to choose between segments. To find out more about adding the preference page to your emails read this article.

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Using a preferences page in emails

Friday, September 16th, 2011

According to the domain that you are in, you may want to communicate various information in your email newsletter and you can’t know for sure what specific information want your subscribers. If you have a sports site and you don’t know which of the subscribers want information about football and which about tennis, it’s time to come up with a solution to this.

Womsend has a new feature through which the subscribers can choose themselves what information to receive. You have to set up a preference page addressed to your different lists, based on the different information you to communicate  to the users in those lists and put the link to this page in your emails.

The preference page is very useful when you have a large range of products and services and a subscriber isn’t interested in all of them. And receiving emails with irrelevant information may determine them to unsubscribe. This page will allow you to personalize your communication and give information about their specific needs.

Set up a preferences page with Womsend

In your Womsend account, you enter the menu Configurations  – My account and you choose the tab Preferences page. There you add the your lists. Users will see it as a list where they can choose the one list they want to be a part of.

There you can also set the banner that will appear on the page’s header, with your identity elements, a title that will appear at mouse over and a link to a landing page from that banner. If you will not put a banner and link that area will remain blank.

How to add the preferences page in an email

After you set up the page in your account, you have to add a link to it in your emails. It’s very simple. You ca do it adding directly the tag {PREFERENCES_LINK} in the email body, either you select in the message editor  “Womsend utilities> Add preferences link”.
When a user will click on the link the system will generate a unique URL for each subscriber to be able to track each user that subscribes or unsubcribes to a list on the page and what is the message he came from.

Encourage subscribers to set their preferences

Using the preference page you will have lists very well targeted and you will be able to send relevant information in your campaigns. But just to make sure of the efficiency of the preference page you need to encourage your subscribers to set their preferences.
An idea is to send an email to present the new feature and say that they can enter the preference page to choose a segment relevant for their specific interest.