Google and iOS14.5 – What it means for advertisers

Because running profitable ads isn’t challenging enough, Apple has got the marketing world in a spin with the App Tracking Transparency (ATT) frame. It requires any applications that use cross-app tracking to show an opt-out prompt to the user, as well as limit the ways that websites can track people with cookies.

Advertising on Facebook’s mobile app was particularly affected (as we went into detail on here), leading to them announcing a set of changes.

As with any complex changes there are plenty of folk doomsaying that this is the end of online advertising as we know it, while others seem chill about the whole thing. So, in this article we will pick apart what the new changes mean for businesses using Google Ads. We’ll break it down into:

  • Search ad targeting
  • Display ad targeting
  • Basic conversion tracking
  • Advanced conversion tracking
  • Impact on SegMetrics

All the changes will ONLY apply to iOS traffic from apps with ATT turned on. Normal web traffic (even on mobile) will not be affected.

(SPOILER: You’ll be ok, it might just require some changes)

In a nutshell

If you just want the quick answer of how iOS traffic will be affected, then here you go:

  • Targeting search ads with keywords will (mostly) work as usual
  • Display ads will target groups not individuals
  • Basic same-visit attribution will be slightly affected
  • Some changes are required for offline conversion tracking
  • SegMetrics uses its own conversion tracking which is unaffected by ATT
  • SegMetrics can still report offline conversions back to Google Ads

So if you’re running simple search ads with people converting during that visit you’ll be fine, but for anything else it’s best you know the details.

NOTE: There are other impacts such as on deep-linking apps and app install campaigns, but we won’t be covering those

How will iOS 14.5 affect search ad targeting?

Search ads don’t rely on the ad platform knowing your personal data. So, if someone searches for one of your keywords while using iOS, the auction will run as usual.

Click prices might fluctuate in the short term as advertisers get used to the new attribution data (more on that below), but the basic functionality of search ads won’t be any different.

You will also still be able to use the basic refinements, such as demographics and interest groups

The only big change in targeting search ads is with remarketing lists for search ads (RLSA). If someone visited your site while using iOS 14 they will not be individually identified on your remarketing list, but instead grouped into part of a FLOC (more on that below). So your RLSA will still be relevant, but might miss those users who came to your site on an iPhone.

How will iOS 14.5 affect display ad targeting?

Normally when someone visits an ad that shows display ads, Google looks at all the personal data they have about them and runs the auction to choose what to show them.

But that will now change for iPhone users.

Techniques are being developed that will identify someone as part of a closely defined group instead of as a known individual. So an ad will be chosen that fits the shared set of traits.

Google is developing ways to serve relevant adverts while protecting people’s privacy and personal data. Two methods in development are Federated Learning of Cohorts (FLoC) and First “Locally-Executed Decision over Groups” Experiment (FLEDGE).

FLOC aims to group people into tightly defined cohorts based on their browsing history. Advertisers can then bid based on FLOC IDs, but not on a personal behaviour level.

FLEDGE is about having a new trusted server designed purely to give limited data to bidding algorithms. The user’s data will remain shielded within the device, keeping control in their hands.

This means that there may be teething problems for tactics such as remarketing campaigns, but personalized ads will still be possible.

How will iOS 14.5 affect basic conversion tracking?

First let’s look at the simple scenario. Plenty of businesses only track conversions that happen on your website immediately after they click a link or ad (or shortly after), that are picked up by Google Analytics or the conversion tag.

The core change is that affected iOS traffic will no longer have a Google click identifier (GLID).

Instead, iOS users will be assigned a WBRAID or GBRAID. These new parameters will be saved with a 1st party cookie in a similar way to the GCLID. 

Google will use the parameters to tie conversion back to an advert, but not to an individual. This should not lead to a major change in recorded conversions or in the running of adverts.

In a way, this is a good change — because it lets us know immediately if we’re dealing with an iOS user, and what level of data protection they’re applying.

Savvy marketers are probably already thinking of interesting ways to use this for their own internal segmentation.

How will iOS 14.5 affect advanced conversion tracking?

The key difference will be if you have been processing the GCLID as part of your conversion tracking or passing it across to a system such as your CRM.

Because iOS users won’t have a GCLID, it is currently unclear what the impact will be on offline conversion tracking.

Offline conversion might start accepting the WBRAID as an identifier, but Google’s documentation still only states that a GCLID is required. 

Advanced conversion tracking that have relied on GCLIDs will hopefully be updated to use these new parameters, but we can’t say for sure.

How will SegMetrics be affected?

SegMetrics does not rely on the GCLID, so will work as usual including in our offline conversion tracking.

We track our attribution separately from Google (and Facebook)which is still relevant and unaffected by iOS as it’s tied back to users in your email marketing platform, and thus follows all of the ATT guidelines for privacy tracking.

SegMetrics only saves someone’s personal data when they enter it into your database, whether it’s a purchase, trial signup or lead magnet download. This is completely allowed in iOS, GDPR, CCPA  and other rules which are aiming to protect people’s privacy online.

That means SegMetrics users can build up a comprehensive database about their leads and customers while still keeping everyone happy.

What’s next in the privacy wars?

Between GDPR, CCPA, ATT and dropping support for 3rd party cookies…it’s clear that privacy protection is a growing movement.

The built in conversion tracking from Facebook and Google are going to be two key battlegrounds. Their current approach of gobbling up every ounce of possible data about every website visitor is going to be steadily cut down.

Unlike those ad platforms, SegMetrics reports on people who intentionally gave you their data. That means our tracking is not affected by any of the changes in iOS14, iOS14.5 or Facebook.

SegMetrics is always marketer-first, and always transparent about how we collect and report on your data. Because if you can’t trust the data, you can’t trust your marketing.

Zach Goldie

Zach is lead copywriter for SegMetrics. As a former engineer, he loves the puzzle of how to best write a piece that matches the prospect's priorities.

New Feature: Analytic Insights

They told us that being locked in the SegMetrics office toiling away at new features would be bad for moral.

 - Dilbert by Scott Adams

I don’t think we’ve seen any negative effects….

But you know who definitely is not seeing any negative effects?

You. Our intrepid SegMetrics users.

This week we’re announcing Analytics Insights — an easy way to get instant insights into your data, create reports understand your marketing with a single click.

Analytics Insights makes it easier to discover what’s important in your data and then take meaningful action. The insights panel lets you see insights generated by SegMetrics, and lets you dive deeper into your data.

Insights explain trends, changes, and opportunities that can impact your business. For example, SegMetrics might provide an insight about an unusually low number of new users, giving you the opportunity to address the acquisition of new users before that decline turns into a long-term trend.

You can also use insights to ask questions about your data. If you don’t want to analyze data in the context of your reports, or create complicated filters to view the raw data, you can simply ask Intelligence things like:

  • What is my conversion rate for new leads this month?
  • What are my top products in terms of revenue?
  • How long does it take people to purchase?

You can check out the full documentation here, or sign in to your SegMetrics account to get instant access!

We’d love to hear your feedback on Insights, as we’re looking to expand the automated insights as well as creating custom insights based on our internal metrics.


What’s Next?

We’re kicking off our big update season, and we have some amazing new features coming down the pipeline, including more native integrations, link tracking managers and more!

In the meantime, stay updated with the latest releases and improvement by joining our newsletter. Questions? Comments? Send them over to [email protected]

Keith Perhac

Keith is the Founder of SegMetrics, and has spent the last decade working on optimizing marketing funnels and nurture campaigns.

SegMetrics was born out of a frustration with how impossibly hard it is to pull trustworthy, complete and actionable data out of his client's marketing tools.

New Feature: Zapier Integration

One of the biggest feature requests we receive from customers is that they want to track their sales in SegMetrics, but they don’t have the data in their CRM.

This happens for a number of reasons — CRMs not integrating with certain merchants (like Infusionsoft and Stripe), or CRMs that SegMetrics doesn’t have an integration for yet.

Well, starting today, that all changes.

Introducing SegMetrics’ Zapier Integration

Starting today, you can easily connect any of the thousands of platforms that Zapier integrates with directly with your SegMetrics data.

We’re super-excited about this, as it opens up SegMetrics to integrate with CRMs and Payment Gateways like:

ConvertKit, Drip, AgileCRM, Stripe, PayPal, Shopify, WooCommerce, ClickFunnels, Klaviyo and so many others!

To get started, just click Add Zapier Integration from your Integrations menu, and check out our documentation!

What’s Next?

We’re kicking off our big update season, and we have some amazing new features coming down the pipeline, including more native integrations, automated insights, link tracking managers and more!

In the meantime, stay updated with the latest releases and improvement by joining our newsletter. Questions? Comments? Send them over to [email protected]

 

Keith Perhac

Keith is the Founder of SegMetrics, and has spent the last decade working on optimizing marketing funnels and nurture campaigns.

SegMetrics was born out of a frustration with how impossibly hard it is to pull trustworthy, complete and actionable data out of his client's marketing tools.

[Update] Now Supporting Bing, Contact Journeys & Improved Cross-Domain Analytics

My uncle Ben always told me: “With great power comes great responsibility.”

Or maybe that was someone else. Oh well.

This month we introduced a huge slew of new features, that we hope you enjoy, and a sneak peek at some cool stuff that’s coming down the pipeline.

So let’s get started!

Introducing Snippet 2.0

You may (or may not) remember last year when we introduced our new “Track Everything” feature that allowed SegMetrics to track every time leads visited a page, clicked on an email link, or submitted a webform. Well today, it gets even better with improved support for LeadPages, ClickFunnels and Cross-Domain tracking using 1st party cookies.

Wait, whaaaaa?

1st Party Cross-Domain Analytics

SegMetrics has always tracked visitors across subdomains out of the box; and until recently used 3rd party cookies to track visitors across all your domains.

With many users turning off third party cookies, or having them disabled automatically on mobile or in browsers like Safari, 3rd party cookies are no longer a valid option for analytics across domains.

Starting with Seg.js 2.0, all tracking cookies will be first-party — allowing you to track users between all your domains, without getting stopped by ad blockers.

Let me at the awesome!

To get started, go to your tracking snippet page, set up your options, and copy the tracking snippet into your site.


Improved Contact Journey

Recently Josh Doody (of Fearless Salary Negotiation) was lamenting the fact that Drip, Infusionsoft, ConvertKit, and really every CRM out there doesn’t give you an easy-to-read customer journey. You can look at tags, sure. Or Purchases, yeah. When someone filled out a form? That’s cool.

But seeing one part at a time doesn’t help you understand what’s really going on…

That’s why we introduced the contact activity flow. See every tag application, every page visit, email click and purchase, all in one place.

Just click on any contact email to view that contact’s entire journey — even from before they opt in.

Find the emails and pages that convert your leads into customers.


Bing Ad Support

Starting this week, our Facebook and AdWords integrations have a new friend to play with: Bing Ads!

Simply connect your AdWords account, make sure the SegMetrics tracking snippet is installed, and start getting your real ROI from your Bing ad spend.


Subscription Report Updates

In addition to our standard Subscription Churn, we’ve added Revenue Churn to the subscription-based metrics that SegMetrics calculates.

What is Revenue Churn, you may ask?

Where normal Churn calculates the number of subscriptions that you’ve gained or lost during a time period, Revenue Churn measures the amount of MRR that you’ve gained or lost during that timeframe. Revenue Churn is incredibly valuable for understanding how upgrades and downgrades affect your bottom line, and let you identify if your Churn is mainly from lower-priced plans, or more expensive plans.

New Subscription Filters

We’ve also added a number of new filters for the Subscription report:

  • Last Billed lets you filter by the last payment date of the subscription
  • Next Billed lets you filter by a subscriptions’s next payment date
  • Created Date lets you find subscriptions that were only created in the timeframe — useful for finding new MRR during a report

Coming up next!

We’ve got a lot coming up in the next update (ETA 6 weeks). Check out our roadmap:

New Integrations

Our next big update brings our first new CRMs to SegMetrics: Ontraport and ActiveCampaign.

We’re currently in open beta, so if you’re interested in trying them out, give us an email at [email protected]

And in the next, NEXT update, we’re looking to add support for Drip, ConvertKit, WooCommerce and many more!

Funnel Reports

Introducing: Funnel Reports are our next major report for SegMetrics.

These are a key report for funnel marketing, and allow you to track the conversion rate and revenue generated at each step of a marketing funnel.

In a Funnel Report, you define up to 7 steps that people will undertake during the funnel, whether that is having a tag applied, clicking on a link or purchasing a product. Each of these steps is defined by using a number of standard SegMetrics Filters. After creating the funnel steps, you can easily see how many people complete each step of the funnel, as well as the revenue and lead value at each step.

Better Dashboards

We’re working on more customization and integration options for the Custom Dashboards, with 3rd party integration widgets and more flexible layouts.


Well, that’s all for this time! Looking for some awesome new features? Sad that a feature you wanted isn’t in the update list? Let us know in the comments below!

Keith Perhac

Keith is the Founder of SegMetrics, and has spent the last decade working on optimizing marketing funnels and nurture campaigns.

SegMetrics was born out of a frustration with how impossibly hard it is to pull trustworthy, complete and actionable data out of his client's marketing tools.

[Update] SegMetrics Summer Feature Blowout

Summer this year has been hot and humid, which is why we’ve locked ourselves in the SegMetrics office, toiling away to bring you new features and improvements.

Read on to see the new features available in your account right now as well as a couple of beta features and our upcoming roadmap!

1) Introducing Report Dashboards

You can now build custom report dashboards with the exact metrics and tables you need to keep your pulse on the KPIs for your business.

The Report Dashboard is a super-powered version of the previous Metrics Dashboard, and allows you to create multiple dashboards, add tables, graphs and even custom HTML widgets.

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As an added bonus, by enabling “Report Sharing” in your account settings you can share your dashboards with anyone in your company, even if they don’t have a SegMetrics account.

These sharable dashboards are also status-board read, and are are designed to be displayed as office dashboards with auto-refreshing features.

Check out your custom dashboards, here:
https://app.segmetrics.io/a/dashboard

2) AdWords Support

In addition to our existing Facebook ad tracking, we’ve added AdWords support to the SegMetrics family.

Simply connect your AdWords account, make sure the SegMetrics tracking snippet is installed, and start getting your real ROI from your ad spend.

3) Automatic Tracking Installation for Facebook

2 Weeks ago Facebook discontinued their Dynamic Ad Parameters.

Dynamic Ad Parameters were similar to AdWords link templates and allowed you to use custom tags that would auto-populate when the ad was clicked. This allowed you to simplify your ad tracking so that utm_campaign={{campaign.name}} would be automatically updated with the correct value for each ad.

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Boooo-Urns….

Since we can no longer include the ad-tracking snippet through Facebook, we’ve released a tool that makes it easy for you to auto-update your ads with tracking information.

To enable it, go to your Facebook “Install Ad Tracking” screen, and click on “Auto-Update Facebook ad tracking.” This will update your Facebook ads with the correct ad tracking snippet.

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If you want more control over which ads are updated, you can use the manual option, and only choose the ads you want updated.

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4) Journey Tracking

One of our long-awaited features is our Journey Tracking, or as we call it internally, the “Track Everything” feature.

With Journey Tracking, you’re able to filter by every click and tracked page visit, to get a better view of what causes people to sign up for your list, and ultimately purchase.

Track users across multiple devices, and track all tagged links, through ads, emails, checkout and more.

5) Ignore Empty Invoices

Infusionsoft, for reasons unknown, creates an invoice when a credit card is declined during an order form purchase.

For many people this wasn’t an issue, but for a number of B2C marketers, some contacts could have upwards of 30 “fake” invoices.

Previously these empty invoices could be filtered out on a per-report basis, but since it’s such a prevalent issue with B2C Infusionsoft checkout, we’ve added a top-level option to ignore these fake invoices.

In your Account Settings, you can flip the switch to exclude all failed invoices from your revenue calculations. That will ignore any invoice without at least $0.01 payed towards the final price.

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6) Local Timezone Reporting

For users outside of the US, we’ve added Timezone support for all reports.

Configuring your Timezone in the Account Settings will allow you to see all reports in your local timezone.

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7) “Days Until Purchase” Report

In the Monetization report, we’ve added a new graph that shows the number of days it takes people on your list to purchase.

In addition to the existing “lead value over time,” this is a great way to determine cash flow and time to ROI for all of your nurture sequences.

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Let’s look at what some of our beta features that will be coming out soon!

If you want access to any of the beta features, send us an email at [email protected]!

– Funnel Reports
SegMetrics’ new Funnel Reports let you build out your own custom conversion funnels and measure conversion rate, revenue dropoff, order dropoff, and much more.

Funnel Reports are in final beta, and are looking to be released at the end of the month.

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– Bing Ads Integration
We’ll be adding Bing Ad integration to our supported ad platforms by early September.

We’re always looking to improve!

With these new features, we hope that we’re giving you better insights and understanding into the numbers that make your business profitable.

We hope that you enjoy using SegMetrics as much as we enjoy working on them.

As always, if you have feature requests, or just want to drop us a line about the existing SegMetrics features, feel free to reach out to us at [email protected]

Keith Perhac

Keith is the Founder of SegMetrics, and has spent the last decade working on optimizing marketing funnels and nurture campaigns.

SegMetrics was born out of a frustration with how impossibly hard it is to pull trustworthy, complete and actionable data out of his client's marketing tools.

SegMetrics Update Version 2: Faster, Smoother, and Smarter Analytics

Over the past four months, our team has been hard at work researching and building a faster, more intuitive experience for SegMetrics. With improved analytics, faster load times, more reporting features, and a beautifully redesigned interface, SegMetrics 2 makes it easier for you to improve the value of your marketing funnels.

Read on to get a taste of all the great new features waiting for you in SegMetrics version 2 – now available for everyone!

Ready to give SegMetrics a test-run? Check it out for free today.

Delinquent Payment Tracking

Stop losing money to delinquent invoices and failed payments.

Delinquent payments are possibly one of the largest revenue sinks for any company that offers payment plans. With SegMetrics, you can now track the actual cash-in-door you receive every month, as well as find the products and lead sources that have the lowest retention rates.

Lead Value Over Time

Lead Value is an ever-increasing metric, and to determine the efficacy of your ads and marketing, you need to be able to determine when a campaign has reached true ROI.

Many marketers write off ad campaigns too soon, looking only at the short-term (30-day) revenue gains, without seeing the long term ROI. Especially for cold traffic, the real lead value can come weeks or even months after the initial conversion.

With SegMetrics’ new Monetization Report, find the exact point when your leads become profitable, and how long it takes each of your funnels to reach full their full potential.

Recurring Revenue Reporting

One of our most requested new features is the recurring revenue report. With subscription pricing becoming a more important part of everyone’s marketing toolset, it’s important to be able to see how profitable your recurring products are over the long term.

With SegMetrics, track your monthly recurring revenue, churn rate, acquisition channels, and much more — all with the same segmentation tools that lets you drill down into product, lead source, touch point and much more.

Metrics Dashboard

Remember: You can only improve what you can measure.

And the best way to measure something is with a KPI Dashboard. The new Metrics Dashboard lets you decide exactly what report metrics you want to watch, and creates a simple dashboard that you can arrange and filter to your hearts content.

Ready to give SegMetrics a test-run? Check it out for free today.

 

Questions? Leave a comment below and let us know what features you’re excited to use. We’re all ears!

Keith Perhac

Keith is the Founder of SegMetrics, and has spent the last decade working on optimizing marketing funnels and nurture campaigns.

SegMetrics was born out of a frustration with how impossibly hard it is to pull trustworthy, complete and actionable data out of his client's marketing tools.

4 Tips To Boost Your Email List Quality

When it comes to your email list, size is not necessarily a good indication of performance.

If you have just 500 active and engaged subscribers, you’re likely to do better than a list of 10,000 who are not engaged or who are not the best fit for your business. So when it comes to email lists, quality is always a better emphasis than quantity.

The point is that you want your email marketing efforts to drive action, yet if you don’t have a quality list, those efforts could fall flat. No one wants to waste the time and money involved with putting a decent campaign together for a poor list.

So, how can you ensure you have a better quality email list? We’ve got a few tips.

#1. To Buy, Or Not To Buy?

If your list is still relatively small, it can be a huge temptation to go out and buy an email list to boost your numbers, but is this a good idea? Does buying a list ever net people enough engagement to warrant the action?

It seems the answer to that question is “not very often.” Overall, buying lists doesn’t tend to work out well or promote quality on your own list. Here’s why:

The Prospect Doesn’t Know You

What do you usually do when some random, unknown email turns up in your inbox? Are you likely to open it? Or simply flick it to spam? Even if you do open it, the chances are you’ll delete it anyway because you don’t recognize the sender and perhaps it appears to be marketing.

On average, email promotions are three to five times more effective when being sent out to current customers rather than prospects. The reason for this is simple — your current customers know who you are and why you’re emailing them. They possibly even remember opting in to your list, whereas your average person residing on a bought list doesn’t have a clue who you are and is pretty sure they’ve never opted in.

For most people, this is not a good way to generate good will. People get annoyed by receiving marketing emails they don’t believe they’ve requested. You know what happens next? They report you as spam…

You Can Compromise Your Good Standing

Reputable email service providers don’t allow you to use purchased lists anyway. They want to ensure they and their users remain compliant with CANSPAM laws and that people on your lists have actually opted in to be there.

Here’s what Infusionsoft has to say on the matter:

“All lists used in conjunction with the services provided by Infusionsoft are required to be 100% solicited (opt-in) lists. This means that the individuals on the list have explicitly agreed to receive information from your business entity. The practice of bartering, purchasing or renting lists of names and sending e-mails to those people is strictly prohibited.”

Infusionsoft and other reputable providers often require that you are able to provide proof that customers have opted in, but even if you’ve somehow managed to sneak a purchased list through, there is further reason it is not a good idea…

Remember the angry customers who are reporting emails as spam? If you get too many of those reports, your email account loses its good standing and you could find yourself removed altogether. Infusionsoft’s current guidelines state that there should be no more than one complaint for every thousand subscribers who receive your email.

“Should I go through a ‘less reputable’ email provider?” you ask. Well, then you run into deliverability issues that simply make it not worth the effort. Most of those less reputable services will have emails blocked or redirected to spam by your customer’s email provider.

#2. Create Well-Targeted Opt-Ins

So we know the preferred method of getting people onto your list is to have them opt in, but how will this lead to a quality list?

Internetland is full of freebie seekers who have no real interest in a business or product, but simply go around gathering up free stuff. Obviously these people do not make for a quality list, so it’s about finding ways to better target the people who are genuinely interested.

There’s never going to be an absolutely perfect method, purely because anyone can still opt in if they want to. However,  if you create a decent lead magnet (or graduate to more than one if you want to create some effective segments), then it’s a great place to start.

Know Your Target Audience

Did you know that taking the time to craft and use detailed marketing personas for your target audience can make your website two to five times more effective? Hubspot provides some great pointers in their infographic, but the short of it is: know your customers very well so you are able to create content targeted to suit their needs.

personas

Offer A Relevant Incentive

There is a Copyblogger post which is a few years old now but still remains relevant when it comes to deciding what to offer as an incentive for subscribers. Their suggestion is that you a) know the customer and understand what kind of incentive will spin their wheels and b) focus on keeping that customer subscribed through your incentive.

In order to avoid people subscribing purely for your giveaway then immediately unsubscribing, Copyblogger suggests offering your giveaway over a series of emails where you showcase your expertise and deliver value over time. This is a great way to help the new prospect get to know you better and perhaps build up to purchasing.

What should you give away for targeted leads? Grab our ideas here

Your Messaging

Every piece of copy and all content created for your website should be explicitly geared toward that ideal customer persona you have identified. You want people to clearly be able to self-select as appropriate sign-ups for your list.

This could even include some message about who your product or service is NOT for. For example: “Looking to get rich quick? This program is NOT for you. We teach the sustainable way to build wealth over time.”

What About Giveaways?

We briefly touched on “freebie seekers” who only sign up with you to get the incentive you are giving away — does this make contests and giveaways ineffective for quality lists?

It’s kind of one of those “time will tell” things. We know contests can work well to boost large numbers onto lists, but the question is whether or not the list will be “quality.”

Authority Hacker recently wrote about how they grew their list by 1626 subscribers by running a giveaway. While we don’t really get an indication of the quality of those subscribers at the end of the giveaway, they do mention growth in traffic to their website as a lasting result.

There are a couple of things they mention though which will help giveaways to result in better subscribers: 1) they chose something very relevant to their target audience to give away and 2) they promoted through sites that their target audience hangs out on.

You don’t want to take the blanket approach to promoting your giveaway or give away something that appeals more to the masses than specifically to your target audience. This way you will hopefully avoid getting too many subscribers who are not a good fit, but even if you do, you can weed them out in the next two steps…

contest-vs-sweepstakes

Source: Authority Hacker

#3. Run Some Creative Campaigns

This point is fairly self-explanatory. It would be difficult to measure whether or not you are developing a “quality” list if you’re not making an honest effort to regularly communicate and send out creative, relevant emails.

Essentially you need to be proving your value to the prospect and again, ensuring that all copy is written to appeal to your ideal customer. This also means that you’re not just pushing “sell, sell, sell” and are providing helpful, engaging content.

From there you need to measure and test campaigns, including:

  • Open rates
  • Click through rates
  • Conversion rates
  • Bounce rates
  • Email sharing/forwarding rates
  • Overall ROI

Another point to note is that your communication must be regular in order to really do a fair test. If you’re not in the habit of emailing at least a couple of times per month, your list could forget who you are and simply ignore your intermittent emails.

If your open and click-through rates are always poor, it could be that you’re not doing so well with email subject lines and content and need to change them up. Otherwise, if you’ve got great content and are getting good engagement, you then start to look at those who never engage and what you can do about cleaning your list up.

#4. Clean Your List Up

You want to keep your email list healthy and engaged, so there’s no sense in hanging on to those who just don’t seem to be interested. You don’t want to be too hasty in getting rid of potential customers however, so here are a few tips:

Create Segments

We’ve noted previously how segmenting your list can get you better email marketing results. Create clear segments based on how the customer came to sign up with you and consider creating content to appeal to each segment. This could move previously disengaged prospects over to the active side, especially if you set up good automation workflows.

Try A Re-Engagement Campaign

The aim of a re-engagement campaign is to get the inactive prospect to just open one of your emails. That way you know you’ve hit some kind of interest and can send them more similar content.

You should have created a segment of these inactive customers so that you’re able to target them separately.

Hubspot Academy has a good set of instructions to follow for setting up a re-engagement campaign, with one of the keys being that you should be sending a compelling offer which entices engagement.

Clean Up

If you’ve tried everything else and still aren’t getting opens from certain people, then cut them from your list. There is no sense in agonizing over someone who probably was never a good fit in the first place. Many email service providers are now recommending you ditch subscribers after 6 months of inactivity.

Maintaining Quality…

So, if you want to boost the quality of your email list, an absolute key lies in how you get people onto your list in the first place.

Your subscribers should have opted in, preferably via a campaign or lead magnet which is very targeted to their interests or needs. You don’t want to go too broad or you will end up with too many who are just not a good fit.

From there it’s about maintenance. You need to keep in regular contact and provide them with valuable reasons to stay engaged with your emails. Know your audience, cater to them and cut those who are not interested.

Keith Perhac

Keith is the Founder of SegMetrics, and has spent the last decade working on optimizing marketing funnels and nurture campaigns.

SegMetrics was born out of a frustration with how impossibly hard it is to pull trustworthy, complete and actionable data out of his client's marketing tools.