Use Segment Engagement Reports to Judge Lead Quality

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Overview

Subscribers arrive at your website in a variety of ways, from typing out the URL directly to hearing about your product on social media. There are likewise various types of signup forms to convert contacts to customers where they opt-in for marketing. With an influx of new subscribers, how do you know which will continue to buy?

The Segment Engagement Report is a tool that allows you to analyze how engaged subscribers are based on their actions and unique characteristics. This report proves a dynamic tool to boost your confidence in the active profiles that you send to and the means by which you retain them. In this article, you will learn how to launch the Segment Engagement Report and three ways to adjust your email habits: changing strategies, altering your welcome series, and adding new behavioral criteria.

Before You Start

Before jumping in, you will need to meet four prerequisites to make this report worthwhile:

  1. Integrate your Klaviyo account with an e-commerce platform
  2. Have at least 30 days of profile data in your account. If you are too new to Klaviyo, we may not have enough information to accurately portray customer engagement.
  3. Create a newsletter list from which you can build a segment.
  4. Create a segment from existing profiles. Decide which lead source you wish to focus on first so that you can dig deeper into whether it is a successful means of gathering subscribers or not.

Launching Segment Engagement Reports

To start, create a segment for each lead source. 

If you run multiple simultaneous campaigns or different calls to action, you may want to make one segment for each campaign.

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Then, within your segment's main menu, click on the Reports dropdown and select Engagement.

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This will run the report and configure your data in various forms for you to analyze. It will look something like this:

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The Segment Engagement Report hosts a variety of data to give you deeper insights into your subscribers' activity with your brand. You will see the level of engagement, open rate, click rate, average order value, as well as rates based on a profile's age.

For a comprehensive breakdown of these statistics, check out Engagement Reports for Lists and Segments.

Using Reports to Judge Lead Quality

Now that you have this data, it is equally important to understand how to use it. Below, we've outlined how you can use this data 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, and 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.

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:

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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:

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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.

So, 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 building and maintaining a subscriber base that engages repeatedly with content and become avid fans of your brand.

Add New Criteria

Another option for building better lead quality based on Segment Engagement Reports is to mix in behavioral criteria to segments. By adding additional criteria, your segment holds multiple definitions to make the audience pool more exclusive so that you can target based on specific behaviors.

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

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

Additional Resources

For a complete breakdown of the Segment Engagement Report tool, check out Engagement Reports for Lists and Segments.

We also offer many other resources to enhance your segmentation capabilities. Head to the below resources to further understand how you can use segmentation to build your brand.

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