Understanding how segment engagement reports can help you judge lead quality

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You will learn

Learn how to use the Klaviyo segment engagement report to adjust your email habits and retain subscribers. Subscribers arrive at your website in a variety of ways, from typing out the URL directly to clicking into a social media ad; likewise, there are multiple types of forms through which they can opt-in for marketing. With this influx of new subscribers, how do you know which will continue to buy? The segment engagement report allows you to analyze how engaged your subscribers are based on their actions and unique characteristics. 

Before you begin

Before jumping in, you will need to integrate your Klaviyo account with an e-commerce platform and have at least 30 days of profile data available. If you're too new to Klaviyo, we may not have enough information to accurately portray customer engagement.

Using reports to judge lead quality

Once you have your lead quality data, it is important to understand how to use it. Outlined below are ways that you can use these reports to influence your approach to marketing.

Change your strategy

If your segment engagement report indicates a lack of engagement, consider changing your campaign strategy or audiences. Some examples of diminishing engagement include:

  • Low open and click rates
  • Unengaged profiles are those who haven't opened an email in 30+ days. You should aim to have an average open rate of 20% or higher; whereas, 10% or lower is cause for concern. You should also aim for a 4% click rate or higher, and anything under 1% is concerning. 
  • Declining rates of purchases
  • The rate at which customers complete purchases is often product-specific. However, if you are sending to individuals who never purchase or purchased once and no longer interact with your emails or website, then these are signs of unengagement.

For more information on what qualities make a profile unengaged and how to win back these customers, head to our article on re-engagement campaigns.

With the release of iOS15, macOS Monterey, iPadOS 15, and WatchOS 8, Apple Mail Privacy Protection (MPP) changed the way that we receive open rate data on your emails by prefetching our tracking pixel. With this change, it’s important to understand that open rates will be inflated.

If your campaign analytics show a large number of iOS openers, we suggest identifying these affected opens in your individual subscriber segments.

Perhaps your content is distributed to too broad of an audience. Create a different segment to target a smaller, more reliable group of profiles and customize content to match their interests. Some new ideas may include: segmenting based on geographic location and creating a VIP segment based on previous purchase history, taking into account recency, frequency, and value of previous orders. Email more effectively by focusing on quality leads rather than quantity.

Alter your welcome series

It is important to identify which subscribers drop off quickly and why that might be. If you notice many subscribers disengage early on, vary your welcome experience by lead source. Experiment with different conversion incentives and identify which ones are driving unengaged subscribers who cause rapid drop-off and poor engagement rates.

For example, a common trend in signup forms is to offer a discount or spin-to-win model, as depicted below.

Example of a signup form with a spin-to-win option

Though this type of form generates a large number of subscribers, many will sign up for that one discount and never return to engage with your website. Below is an example of a Segment Engagement Report that derives from spin-to-win generated leads.

Example of a segment engagement report from leads generated with a spin-to-win option showing lead quality data

As depicted in these graphics, this method of acquiring subscribers leads to an incredibly low click rate and a rapid decrease in open rate over time for profiles. In fact, profiles at 34 weeks hit a dramatic drop-off with a 0% open rate.

If see similar downward trends, try something different. Aim to win customer loyalty and build your brand in a signup form that then takes your audience through an engaging welcome series.

When you're analyzing customer engagement, ask the following questions:

  • How long should my welcome series go on for?
  • When should I begin a re-engagement campaign? 

Think about how audience reactions answer these questions and make changes to reflect their engagement trends. With time and consideration, work toward retaining subscribers who engage with content and become avid fans of your brand.

Enhance your segments

Another option for building better lead quality is to mix in behavioral criteria to segments. By adding additional conditions, the audience becomes more exclusive so that you can target based on specific behaviors.

Add conditions, such as the three shown below, to your analytical segment definition when creating your segment for the lead source.

Example segment with profile properties as UTM source equals facebook, UTM campaign equals prospecting, and someone has opened at least 1 email ever

The more you define a segment, the better you will understand the customers within and target them with applicable campaigns. When subscribers feel connected to your brand on a personal level, engagement rises and your Segment Engagement Report will reflect this change.

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