Introduction

As marketers, we tend to add several URLs in Email. These could be links of recommended products, Call to Action (CTA) buttons asking for feedback, or websites that could give more details to a curious user. Click Through Rate (CTR) information of the campaign would only give what percent of the users clicked at least one link. However, marketers often want to know which links are being clicked more and sometimes want to engage with the audience that clicked on a specific link.

In this article, we will learn how to segment users based on the feedback they share on a customer satisfaction survey email.

Users have some options on the feedback survey. Each option is a link that lands them on the thank you page or website. We want to segment these users based on the option selected and accordingly engage them with different types of communications. The following are the options on the feedback survey:

Good or OK: When users select this option, send an email thanking them and having recommendations for their next purchase based on their purchase history.
Bad: When users select this option, target them using IVR or telecallers to explore the reason for their feedback.

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Prerequisites

An email partner integrated with MoEngage. You can refer to the document for configuring the Email channel.
After configuring the Email channel, the marketer must send out an Email campaign asking for feedback and each option should have a distinct link to capture the option.
Here, the Good is associated with: http://www.example.com/good. Similarly, OK and Bad will be associated with different links which would be unique identifiers.
After the Email campaign is sent, you must wait for 36 or 48 hours as users take their time to browse through the promotional content and share their feedback.
Post this, you can segment users based on their responses.

Create a Segment

Navigate to the MoEngage dashboard and click Segment > Create Segment.
For segmenting users, select those who have clicked the Email. The following are a few samples of segments:
- "Email Clicked" is a standard MoEngage event captured when a user clicks an email.
- The Campaign Name or Readable Campaign ID is the unique identifier to identify the origination of the clicks while link or moe_click_id would help us with the exact click option.
- The moe_click_id can be retrieved from campaign analytics:
The above segmentation can be used for campaign creation or analytics. MoEngage allows you to:
- Create Custom Segment.
- Create Campaigns.
- Analyze User Behavior or Drop-offs.

Conclusion

In this use case, we learnt how to segment users based on the feedback they share on a customer satisfaction survey email.

With these segments, we can understand the user’s pulse, send recommendation based on the the option selected, and analyse clicks.