When an existing subscriber subscribes to your email lists again, what does it mean to you: a new conversion or just another duplicate email address? Your answer depends on the email marketing strategy you’ve chosen for your business. But no matter what, you’ll want to make sure you don’t miss out on valid new subscribers and neither get too annoying to current ones.
One of the first questions we often get from new clients here at PadiAct is:
How can I avoid inviting an existing subscriber to subscribe?
There are multiple ways of approaching this concern, depending on some details regarding the existing subscriber, specific to your strategy.
Allow me to walk you through the 3 of the most common scenarios we’ve seen here at PadiAct and in return I’ll share with you the recommended targeting rules recipes you can use for best results.
“Visitors subscribe once and they get all my future newsletters.”
General invitations to subscribe that sound like “Subscribe to blog updates” or “Why not stay in touch” imply that once the users subscribe, they’ll automatically be included in all future newsletters the website might send out, be them new content, promotions or other type of messages. You probably have only one list where all your subscribers go to.
You will want to make sure that visitors coming from any sort of email marketing campaign are not invited to subscribe twice. Here is the targeting rule you should select from the “Exclude rules” list available per each of your campaigns:
“Exclude existing subscribers” targeting rule
Using this rule, that was recently released, you make sure that visitors to your website that have subscribed through any other PadiAct campaign or have already interacted with your email newsletters are not to be bothered with the invitation to subscribe again.
“Visitors must subscribe to each new email campaign I run.”
Invitations like “Leave your email address to be contacted by a sales representative” are pretty specific to their message. It would be unwise to start sending to this sort of subscribers general newsletters that they did not really subscribe to. You can however invite the very same subscribers to subscribe to your general newsletters through other PadiAct campaigns.
In this case, if existing subscribers to a list (to be contacted by a sales representative) get to see other targeting campaigns you run and even subscribe to them, you can happily count your conversions pouring in. No worries if the same user sees more than one invitation to subscribe.
It’s worth mentioning that by default, a PadiAct campaign is never displayed to a user who has already subscribed to it – so no extra settings needed from you!
“Subscribers to campaign X should really not see invitation from campaign Y”
Already gave them a 25% off discount yesterday and don’t want them to get a cumulative 35% off coupon today? Excluding visitors coming from a certain marketing campaign is easy. Select from the “Exclude rules” list available from your campaign page the rule named “Target based on marketing campaigns” and fill it in with the campaign details you wish to exclude:
What this rule does is make sure existing subscribers to your marketing campaign (made with or without PadiAct) don’t see the invitation to subscribe to this the current campaign. You can exclude as many marketing campaigns as possible, as long as you have their UTM parameters set in Google Analytics.
However, if you want to exclude people that have interacted just with another PadiAct campaign (no matter if they subscribed or not or if they have already received an email newsletter after subscribing), you can use one of the more advanced targeting rules, called “Exclude Visitors that interact with any of the following 1st Party Cookies“, as follows:
Make sure to remove the “XXXX” from the cookie name if you want to exclude people who have seen any of the other PadiAct campaigns.
To exclude just people that have interacted with specific other PadiAct campaigns, you need to replace the “XXXX” with the campaign ID, that you can find on the campaign page:
How do you treat your existing subscribers? Does your strategy fit in the above examples? Have another targeting scenario and need a tip on the right targeting rules to use? Just comment below, I’ll be glad to hear from you.How to Handle Existing Subscribers in Your Email Leads Collecting Strategies by Roxana Patrichi