Today I will share with you an example of segmenting the subscriber base using surveys in email newsletters. For example, one of our clients had 60% of subscribers who saw the survey complete the survey.
Reading time: 8 min.
Who will benefit: marketer, project manager.
Task : segment the subscriber base of an online fishing goods store by three important features for subsequent email newsletters.
Solution : hold a drawing among all subscribers. To participate in the drawing, the user must complete a survey of three questions. Before the survey, you need to prepare the users for this in advance.
4 stages for the draw
The entire chain of the drawing consisted of 4 main stages.
Step 1. Letter with notification of the upcoming draw
In it, we asked users what product they would like to see raffled off.
Thus, users themselves Ebay Data chose the category of goods that they want to see as a raffle. In this case, it was a reel.
Initially, a simple page was prepared for all surveys, which the user gets to after answering the question:
And to obtain visual statistics, a unique parameter “ answer=variant-otveta ” has been added to the link for each answer option.
Stage 2. Letter announcing the start of the draw and a survey
In it, we listed all the questions and announced the date by which responses would be accepted. This is what the survey block looked like in the letter:
Step 3. Reminder about the draw
In one of our regular transactional mailings, we reminded users about the letter with the drawing:
“ Don’t forget that tomorrow we will sum up the results of the drawing of the reel, which we wrote to you about on September 4. ”
Survey letter statistics:
Step 4. Selecting a winner and sending a letter with the results to subscribers
To select the winner, we downloaded all the data for each answer into Excel. And at the same Guatemala Phone Number List time, we assigned users the appropriate labels that will be used to segment the database.
And they randomly selected one user as the winner. They made sure that he answered all 3 questions and announced him as the winner in a separate letter.
results
As a result of the draw, several thousand subscribers themselves shared useful information about their product preferences with us.
By the way, transactions were also recorded from the letters about the draw. The transaction rate from traffic from letters about the upcoming draw and with the results of the draw was 10% higher than the average . And the letter with the survey itself brought 5 times more unique users than other mailings on average. Although, its transaction rate was 3 times lower than the average .
If you need to segment the base, then just ask the right questions to your subscribers. And do not forget to motivate them, give them the opportunity to get something really valuable.
