How/When/Why To use Subscriber Tags:
Subscriber Tags are used to mark a Subscriber having met a certain criteria of yours.
Subscriber Tags are independent of Campaigns, and therefore provide a flexible way selectively mark subsets of your subscriber base for later use.
|Because Subscriber Tags are independent of Campaigns, you can use tags to easily gather/combine subscribers sharing a common trait from multiple Campaigns into a new Campaign.|
The most common use cases for Subscriber Tags are
- Marking Patterns of Interest
- Subscribers expressing interest in certain information can be tagged over time, and then re-segmented into a new Campaign.
- As a Customer Retention Module (CRM)
- Tags can be added or removed on the individual subscriber screens.
Tagging Groups based on Subscriber Response:
TrafficWave.net collects subscriber Sent, Opened and Click Activity (SOC) in real time for all AutoResponder Letters. These activity views include management links for adding Subscriber Tags for specific groups, such as:
- All subscribers who opened this Broadcast in the last 60 days.
- All subscribers who opened, but did not click any links for this Automated Letter in the last 14 days.
- All subscribers who clicked any link in this Broadcast in the last 45 days.
- All subscribers who clicked a specific link in this Broadcast in the last 14 days.
This type of tagging strategy can be very beneficial over time for collecting groups of subscribers that show a level of interest in your Letters by opening or clicking on their links.
A simple example using Broadcasts and SOC Activity:
The Goal: Tag anyone who Opens my Broadcast with a tag named “Interested”
- You send a Newsletter at the beginning of each month. After a few weeks have passed**, you log into your TrafficWave.net Campaign to view the Broadcasts SOC Activity.
- Scrolling through the Activity, I find the row labelled Subscriber Opens. Clicking on the Add/Remove Tag button, and select (or create) the “Interested” tag.
|**You can log in at any time to view a Broadcast's SOC Activity, but a good strategy is to wait a few weeks to allow those to do not open their email right away to be included in your “catch”.|
TrafficWave's SOC Activity is retained for 180 days. Subscriber Tags, however, last until they are removed from the subscriber – creating a vital link in creating long-term insight for your Subscribers.
An expansion of this simple example would be to use different tags to mark subscriber interest in multiple subjects... Possibilities are endless.
Tagging Individual Subscribers:
If you are using your TrafficWave.net AutoResponder system as a Customer Retention Module (CRM), or are otherwise engaged with your individual subscribers, you can add and remove tags directly from that Individual Subscriber's data window.
Here is an example using Individual Subscriber Follow-up:
- The individual subscriber management screens provide a convenient location for all of their subscriber data, including phone numbers, an empty notes window, and a space to add and remove tags as appropriate. If this subscriber identified as being interested, they could be tagged as “Hot” - leaving a reminder for the marketer of their interest.
- This is a common note taking strategy, allowing the marketer to create a quick sublist of “hot” or “cold” prospects.
- If you have a Broadcast that you think should only be sent to your hottest prospects, you can use the Subscriber Manager to include the criteria Subscriber Has Tag “Hot” to only send to this smaller group! No need to create another Campaign!
Here is another individual example involving using Tags to mark sales:
- You have created a small AutoResponder Campaign made up of 200 of your customers that have shown an interest in your new product.
- As you are preparing a Broadcast announcing an upcoming sale of this product, you realize that several from the list have already purchased your product.
- You don't want to delete them from the Campaign just yet, instead you decide to tag those few individuals with the tag “Already Bought”.
- Now you are free to send your Sale Broadcast using the criteria Subscriber Does NOT have Tag “Already Bought”
Other possible use cases include examples like:
- Tagging all Subscribers that were imported into a Campaign at a particular time.
- Tagging all Subscribers that joined a Campaign using a particular Capture Form.
How to Create a New Subscriber Tag
By default, your TrafficWave.net account has four initial Subscriber Tags:
- Needs Follow-Up
These tag names can be changed to anything you like, along with additional tags being added and removed.
Creating a new Subscriber Tag can be done one of several ways:
- Click on the Subscriber Tag Manager link under the main AutoResponder tab (see image at top of page). Here you will find a button to add new tags.
- Any management button marked Add/Remove Tag includes a convenient shortcut button to create a new tag.
A Subscriber Tag can contain any text to help make it unique, but is limited to 40 characters.
How to Delete or Rename a Subscriber Tag
If you have finished using a subscriber tag, or wish to rename a tag currently in use, click on the Subscriber Tag Manager link under the main AutoResponder tab (see image at top of page). Here you will find tools to manage your Subscriber Tags.
Managing a Subscriber List By Tag
Subscriber Tags are purposefully designed to be independent of a Campaigns, allowing flexible options in how your total subscriber list can be segmented.
Managing Subscriber Tags Globally
- Using the Subscriber Tag Manager link under the main AutoResponder tab (see image at top of page) will give you subscriber count totals for all of your Subscriber Tags. To manage any of these groups, use the Subscriber Manage button top open the Subscriber Manager.
Managing Subscriber Tags Within an AutoResponder Campaign
- If you want to view subscriber count totals for all of your Subscriber Tags from within a specific Campaign, use the Subscriber Tags' link under the Subscribers tab. To manage any of these groups, use the Subscriber Manage button top open the Subscriber Manager.
How do Subscriber Tags differ from Custom Tokens?
Custom Tokens are specific to a given Campaign. The data they contain is typically provided in the initial Campaign Capture Form (though individual Custom Tokens can be edited later). These tokens contain text that can also be reproduced within an AutoResponder Letter.
Subscriber Tags are independent of Campaigns and are instead assigned to the Subscriber itself. Therefore, Subscriber Tags can be used to create an entirely new Campaign with a list of Subscribers sharing a common tag.