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Putting Your Reports to Work
Knowing your subscribers is the key to your newsletter’s success. The more you understand their interests, the better your chance of getting them to reader your newsletter. You can learn about your subscribers’ interests in a variety of ways. Not only do they tell you about themselves intentionally by completing surveys and writing you letters, but they also give you great insight just by reading your newsletter.
You’ll find reports in your IMN account that show statistics like the number of times each subscriber viewed a particular page. You will also be able to see how each person responded to your surveys. So how do you use this data? Here’s a quick tip on how to put this knowledge to work for you.
Try setting up some sub-lists for your major articles and for your survey answers. For example, if you have a survey that asks readers which of your three products (A, B, and C) they own or are interested in, you could set up a separate sub-list for each product. Then, after your newsletter has been sent, you can drill down to the subscriber level on each article or survey in your newsletter and see exactly who has read this item. At the bottom of this report, there is an option that allows you to move these subscribers to a sub-list (see the example below). You can use this option to group together subscribers who have similar interests. For instance, in the scenario where you asked a survey question on your products, you can drill down and see all the subscribers that had an interest in Product A. Now you can easily copy those subscribers, all at once, into that product’s sub-list.
In future issues, you can focus some of your content more closely on these sub-groups. To your readers, it will seem like you read their minds!
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