Have you ever wondered what content to send to your subscribers?
Simply ask.
That’s all it takes to get started with marketing segmentation. Ask your audience great questions, tag your subscribers based on their answers, and send more targeted and valuable emails to specific segments.
Using AWeber’s new survey template, now available in every AWeber account, we’ve made it even easier to create and send simple surveys to your tribe.
4 Ways to Use Survey Templates to Segment Your Email Subscribers
1. Segment your audience based on how they feel
The survey template in AWeber is actually four survey options in one! Using the Drag-and-Drop Email Builder, you can toggle through the four survey types.
The default option presents a simple sentiment widget, as shown below.
Using a sentiment widget at the bottom of one-time broadcast emails is an effective and simple way to get a “temperature check” of how readers are responding to your emails beyond just opens and clicks. It provides you with valuable feedback so you can constantly send better, more compelling content to your readers. (Read how the sentiment widget helped us engage with more than 1,600 subscribers.)
Using the template is simple and intuitive for your readers. When a subscriber clicks the happy or sad face, they are redirected by default to an image that says, “Thanks for your feedback.”
But if you want further feedback, you can always redirect them to a custom destination or a quick follow-up survey using a tool like SurveyGizmo, SurveyMonkey, or Google Forms.
So what happens when your subscribers clicks? That’s when the real magic starts . . .
Using AWeber’s click automations, you can apply the tag “happy” for subscribers that click the smiley face and an “unhappy” to those that click that frown face. Then, create a quick segment based on these tags — happy and unhappy — so you can send future broadcasts to your engaged audiences. Or, you could use those tags to trigger an automated follow up message, which is an email that AWeber can deliver using email automation.
For example, if they clicked the smiley face, you could send a quick thank you and offer a bonus offer or a related piece of content. It might also be an opportune time to ask for a review or testimonial. If someone was unhappy, send an automated follow up email to invite them to provide more feedback, or offer a relevant incentive to add value for the subscriber.
Here’s a quick three-minute tutorial on how to do it:
2. Segment your audience based on an answer
Another easy way to segment your current audience is to invite them to answer one question with a single click.
- Are you just getting started with _____?
- Would you like to schedule a free consultation call?
- Interested in live webinars?
- Want to receive more information about this product?
- Did you catch the game last night?
Based on the answer, tag your subscribers and optionally trigger an automated series of emails to be sent.
This is perfect for inviting your subscribers to opt-in to a new email course or sequence of emails without spinning up a new list or asking them to sign up again. Simply tag your subscribers when they click “yes” or “no,” and trigger the new campaign with each unique tag.
3. Offer a range of values
Yes or no questions are great for getting explicit feedback, but sometimes the answer is not as clear cut.
Using the survey template, you can present a scale:
You may want to give subscribers a five-point range to answer questions like:
- How was the webinar?
- How interested are you in this product?
- How do you feel about _______?
- How likely are you to do ________?
Tag each subscriber with a relevant tag based on their selection and trigger an automated follow up, or send targeted one-time emails to these subscribers later.
For example, if someone ranked your online course or webinar a “5,” you could send them a follow up email with a request for a testimonial or a review. Also, while they’re happy, let them know about other courses or products they might be interested in.
However, if someone gave your course or webinar a “1”, you could reach out and ask why their expectations weren’t met. If it was a paid course, you could also offer them a refund. Starting a conversation can increase customer retention, encourage repeat purchases, and help you create fans and advocates.
4. Engage your promoters and detractors
Gauge the loyalty or advocacy of your customers with the Net Promoter Score® or NPS. It’s a popular tool that many businesses use to quickly determine their customers’ or subscribers’ satisfaction.
To determine your score, start by asking “On a scale from 1 to 10, how likely is it that you would recommend our company, product, or service to a friend or colleague?”
We developed a 10-point scale variant for this specifically.
NPS responses are typically grouped in the following way:
- 9 – 10: These are your Promoters, or loyal fans and advocates. These are the customers most likely to promote your brand or product.
- 7 – 8 : These are your Passives, or satisfied customers, but not yet true advocates.
- 0 – 6 : These are your Detractors, who are currently unsatisfied, and likely candidates to leave your service.
Using click automations, you can apply multiple tags when a subscriber clicks a link. When sending an NPS-style survey, tag your subscribers by the unique number they choose (such as nps-0, nps-1, nps-2, etc.,) but also tag them by their group. For example, anyone who clicks 0 through 6 will get the same ‘detractor’ tag. Then, you can then trigger an automated follow-up response to each group to encourage positive interaction with you or your brand.
Consider sending a thank you and bonus offer or content to Passives and Promoters. For Detractors, you should send a request for more feedback or clarity with the intent to improve their service.
Are you ready to survey and segment your audience?
We’ve put together a quick tutorial on how to get started with the template and read the results in AWeber’s QuickStats.
Log in to your AWeber account, check out the tutorial, and get started with subscriber segmentation today.
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