What is Audience Expander?
Audience Expander leverages look-alike data to identify potential shoppers who have never bought from you before and works to add them to your email list. We'll take your current list of subscribers and "match" them with other shoppers who shop and behave like your customers.
If these new leads open or click on the Audience Expander email they are sent, they will be added to your All Subscribers list, so you can continue reaching out to them via email. Over time, they will become more familiar with your brand and will thus become more likely to purchase from your store.
How does this work?
Before you can activate Audience Expander, you'll first need to send a regular email campaign. This is so that Springbot has enough data on the behavior of your current list to start matching potential leads for you.
Based on the number of people you email, we'll match roughly 10%-15% of that total amount and send that number of new leads your Audience Expander email. For example, if you send an email to 2,000 of your subscribers, Springbot will send the Audience Expander email to 200-300 matched leads.
This happens for each email campaign you send, so it's important to regularly send email campaigns. Based on the email campaigns you send, Springbot will keep sending the Audience Expander email to new matches until you reach your monthly cap. This cap then resets on the 1st of the following month.
Opt-In to Springbot Exchange
Before you're able to design your Audience Expander email, you'll first need to opt-in to the Springbot Exchange. You can do this by clicking "Exchange" at the top of your dashboard, and then checking off all of the boxes on that page. Once you're finished, click "Opt In" at the bottom.
Start Building Your Emails
Once you’ve opted in to Springbot Exchange, you'll need to scroll down and click Get Started to begin building your emails.
You’ll need to set up a few things in the background before you can design your emails. There are 3 steps to this process:
- Email Subject - This will be seen by your subscribers in their inbox. It's a good idea to keep your subject line short but also to make it exciting enough that recipients will want to open it to see what's inside the email.
Pre Header Text - This text will appear in your subscriber's inbox right after the subject line is listed, like this:
- From Email Address - This is the email address your emails will be sent from, and will need to be properly verified by Springbot before you can send emails.
- From Name - We recommend using your store name here to ensure your brand is recognizable.
- Default Customer Name - This is the name we will greet the email recipient by if we don't have their first name on record. You can choose from the pre-set list or select Other and type in your own. The default customer name you set will appear when you use the [[customer_first_name]] tag in the body of your email.
Once you've made your changes, click Next to continue.
It's important to remember that people receiving your Audience Expander email have never heard of your brand before, so now is your chance to make the best first impression!
Keep your email design simple, and consider using some of our best practice recommendations:
Your brand story - this could include a tagline, great lifestyle shot of your product in use, your mission statement; anything that makes your brand unique and special that will attract new customers!
Top-selling products that you consistently have in stock, or products that you’d like to promote that are great ways to introduce someone to your brand (IE - if you sell products at a variety of price points, its best to bring someone in with a more affordable item, then upsell them in the future once they join your email list)
Blog content and social media profiles - we want new subscribers to become more familiar with your brand, and this is a perfect way to tell your story!
A special offer just for these new shoppers. Nothing gets people in the door faster than a discount code or free shipping offer for their first order!
Once you've made your changes, click Next (on the left) to continue.
3. Review and Launch!
Please note if you see red X in the CAN-SPAM Checklist section, you'll need to either include the [[unsubscribe]] or [[store_address]] tag.
Once you've finished the design, it's time to launch your Audience Expander email! This can be done under the Review step. Scroll down to the very bottom of the page and click Apply Settings. You'll only need to click Apply Settings once to save your changes initially. Later if you come back to edit your email, your changes will be saved automatically when you click Finish Later at the top of your page.
What happens next?
After you've sent out a regular Email Campaign, Springbot will automatically send out your Audience Expander email within 24 hours.
Based on the number of people you email, we'll match roughly 15%-20% of that total amount and send that number of new leads your Audience Expander email. So if you send an email to 2,000 of your subscribers, Springbot will send the Audience Expander email to 300-400 matched leads.
This happens for each email campaign you send going forward, so it's important to regularly send email campaigns to your list. Based on the email campaigns you send, Springbot will keep sending the Audience Expander email to new matches until you reach your monthly cap. This cap then resets on the 1st of the following month. (If you meet this limit before the end of the month, reach out to email@example.com and our team can help increase the cap amount for you!)
Tracking Your Results
Once you've launched your email, you will be able to track performance in the Audience Expander Campaigns section of your Exchange Tab. You can edit your email at any time by clicking the pencil & square icon.
By clicking the green button to the right hand side, you'll be able to adjust the date range of data you're looking at. This will default to the last 30 days, but you can also look at a specified time frame if needed.
Here you will also be able to monitor your Monthly Send Cap. If you meet this limit before the end of the month, reach out to firstname.lastname@example.org and our team can help increase the cap amount for you!
If you scroll to the bottom of your Exchange page, you will see the Emails Added section. This will tell you all the email addresses of recipients who either opened or clicked on one of your Audience Expander emails and thus have been added to your Email List. You should continue reaching out to these contacts regularly to help them get to know you better and encourage them to buy from you!
Questions? Our team is here for you! If you need additional help, please drop us a line at email@example.com.