RSS

Posts Tagged 'segmentation'

Newsletter: elegant and collect user data seriously

January 10

Hello, thanks for visiting - I hope that you will find useful information. but also leave a comment if you have any comments on the subject.

As mentioned earlier, the trend toward smaller but very much more focused than earlier releases. This naturally raises the question of how best to receive additional information from the user.

Normally, users will be reluctant to disclose personal data and forms to be long shunned like the plague. For this reason, I've had good experiences with a very strong abstraction and splitting of this process. In plain language this means:

Ask only one question per newsletter.
Identify a single question is unobtrusive and it is for the user to answer quickly and easily. Further questions can be asked in the next few releases.

"One-click model"
The data must be with a click on averages. No one cares to work to fill in long text fields and then click to see more on "Send". Therefore provide better a few possible answers, which can be transmitted with one click.

Graphic design
Visually, this should not be standard 0815 form. A visually beautiful treatment that is not reminiscent of popular, often subconsciously perceived negative forms should have a positive impact on the click rate.

Explanation why this information is necessary
A note like: "Please, help us to get only the information that really interest you." Helps to convey to the user that it is good to him, if he specifies data.

Query-relevant information n
It makes no sense to ask the customer if the shoe size you want to sell beauty products in the newsletter. That would seem only frivolous.

Statistical information useful
Depending on the mail delivery system and data protection regulation in the country where it may be possible to obtain data on the basis of click statistics. So 2 days could release after all the receivers have angeclickt an article on sport once again a special newsletter with sporting goods received.

Using these tips, older customer data will be updated in future mailings and targeted to be shipped. This increases acceptance by the recipient and lowers the cost to the recipient.

No Comments

Posted in eMarketing

Future Marketing Newsletter

December 30

RSS feeds are becoming increasingly popular and slowly recognizes the broad mass of the benefits of feeds. This raises the question of how to proceed in the future. Will disappear newsletter or the RSS feeds only experience a short hype? Neither, in my view it will be important in future versions to offer both distribution and to make active use.

The trend is towards personalized mailings newsletter mailings at lower volumes. The times in which static mass mailings sent to some 100,000 recipients were are over. Firstly, the user only one annoyed by untargeted emails, then the interest is not a major part of the user on the other hand will be followed by less and less interesting for the customer mails, by the mass of information. For these reasons, conversion rates will decline and cancellation rates rise.

From this the following measures can be derived:

  • Aware of high quality subscribers eighth.
  • RSS feeds advertise in the newsletter and unsubscribe pages.
  • User data to collect and send appropriate mailings to small, highly targeted distribution may be.

How to get subscribers to high-quality?
The general answer is certainly a little difficult. Basically, however, that users get the most information about the expected Inhlat the newsletter should. Who "buys" likes a pig in a poke? Therefore, it is certainly not a bad idea to link the application form directly to a sample newsletter mailing. In addition, should the login page directly to the benefit of potential subscribers by the application has to be explained. I hope there is a benefit? Otherwise, should the same be reconsidered, because no apparent benefit to the subscribers can not expect high numbers of applications from interested users. In addition to the benefits of even the possibility of de-registration and an information on the use of personal data is not useful.
If a user of the website should be convinced to sign the registration process in the double opt-in process will be conducted. This will be fun applications or faulty email address immediately rejected.

Also true hands off of gambling as an address generating measure. With competitions can indeed be generated in a short time a large number of addresses, but the quality usually suffers less. Often there is only one interest in the profits of a fundamental interest in the products the site is not, therefore, future newsletters will not be considered.
Purchase of email addresses. Again, I'm very skeptical. While there are cases where it makes perfect sense to buy at addresses such as a new product / new brand to promote. However, should forth the origin and quality of the data are very closely scrutinized.

So together again:

  • Double Opt In use
  • Explain the benefits for subscribers
  • Indicate the nature of the use of personal information and opportunity to opt out
  • Minimum, an exemplary transmission are available online.
  • Fingers away from the lottery address acquisition
  • Beware of purchasing address

For the coexistence of newsletters / RSS feeds and the collection of user interests , I will then write in the next few days a little bit.

No Comments

Posted in eMarketing

Google Analytics filter out its own IP (Part 1)

December 28

Following up on my blog still quite young not romp too many visitors, I have my own visits in Google Analytics does not attempt to take into account. Although the numbers are then a bit sobering but at least you get a better view.

There are two ways of tracking in Google Analytics to influence based on defined rules. Filters appear to offer similar opportunities or advanced segment, but have different advantages and disadvantages.

Filter

Advanced Segments

  • Rule will apply to the collection of data
  • Affects the representation of the data
  • Filtered data can not be restored
  • Data can be at will, depending on and hide
  • Rules, such as IP range can be defined exactly or via regular expression
  • Rule is restricted definable. IP address can not be defined as

Setting up custom segments

I am personally a flexible version that I can always turn to, rather in this case. Since then I take into account that the definition can only be done approximately, and the data are not exact.

The decor is very simple. Thus, all existing Segmentationsmöglichkeiten in Google Analytics can top right, under "Advanced Segments: All Visits" are retrieved. Here it is then also possible to create in addition to the predefined variants, a new segment.

Übersicht Advanced Segments

Overview Advanced Segment

To create one is led to a page on which the rules by dragging and dropping can be easily clicked together. In my case I created a rule which is to identify as accurately as possible and exclude my visits.

Network Location> Does not match exactly> my provider
AND
City> Does not match exactly> my city

Einrichtung von Segmenten

Setting up of segments

Depending on the provider and the larger city, the statement or a relatively accurate but also very vague norm. A user in Munich online is Deutsche Telekom is using this statement probably have its problems. For users in a corporate network that is designated as a Network Location in Google Analytics, but that is a good way.

Then only needs to be more of a name chosen for this rule. Here I have simply listed times "without me". Now I have the opportunity to present the statistics in Google Analytics only for the segment "Without Me" and lo and behold 30% of my page views I create for yourself ... but hopefully that will change soon. ;-)

How exactly it all be done via filters, I declare tomorrow, until then ... continue to filter out its own IP Analytics (Part 2)

4 Comments

Posted in Web Analytics