We all know how obsessed I am with email subscribers. Most of my guest posts are about how to get more of them.
But what if I told you that your email subscriber stats were lying to you?
Would you be worried?
In this post I want to show you a couple of very important things to understand about your email subscriber statistics. It could be the difference between a big success or a lot of failures.
NOTE: Your stats (especially on Aweber) aren’t really lying to you. Its just that you might not really be reading them properly. Intrigued yet?
Statistics are important, but you gotta understand them
I am a big stat nut. I like to look at them and see how things are going.
I get excited when I see things improve and I get anxious when things are going down and I don’t know why.
Statistics can be the difference between big pay days and big fizzlers. That’s why I really wanted to point out something I noticed in my Aweber statistics area.
A screen shot from my Aweber control panel showing all the non-confirming souls.
When you first log in to your Aweber control panel area you get a summary of your latest activity. For example, you can see all your latest email campaigns, how many people opened each email, etc.
But you also get to see how many people have subscribed to your list/blog so far that day.
Today when I logged in I had 17 new subscribers so far. Nothing unusual.
But then when I took a closer look I noticed that a whole bunch of them said “confirmation” next to the names of the new subscribers (which I’ve blurred for security reasons).
What does “confirmation” mean?
That column shows you the last message that was sent to that particular user. So those who have the number “1” received my first automatic follow up message. Those with number “2” the second. And so on.
But those with the word “confirmation” next to them have only been sent the double opt-in safeguard email – the email where you have to click a link in order to confirm that you want to join my list. If you don’t click that link you don’t get added to my list; you’re automatically deleted after a few days.
Well the next thing I noticed is that most of these subscribers who had not confirmed their subscription were using the new pop up box to subscribe to my list.
Dun Dun Dun! *ominous sound effect*
What this means is that my new pop up form might not be working as well as I think. So far today it has brought me in around 10 subscribers but at least half of them aren’t confirming their email address.
So when I’m told that I’ve got 17 new subscribers for the day so far, I might really only have half that.
If I didn’t look at my statistics I would never have known there was a problem. And that is yet another reason why I love Aweber. Their reporting is so robust and comprehensive that you can get a lot of detailed information that you might never have otherwise thought about.
So what do I do now?
The next step for me is to figure out why people who use the pop up opt-in form aren’t confirming their emails. Some of the things I’ll look at doing include:
- Running a split test
Split testing your opt-in forms is not an option. Its a necessity. Aweber allows you to create automatic split tests where you can run one ad against another and see which out performs.
- Changing the pitch
The next thing I’ll look at doing is altering the pitch on the pop up ad in order to be more specific about what I expect new subscribers to do. Maybe I should let them know that an email is coming?
- Changing the confirmation email
Maybe the confirmation emails should all be more tailored to the place in which people signed up? Keep them targeted.
- Compare the lot
Of course, one needs to make sure that all the forms on the site aren’t performing at a similar rate to the one you just picked up on.
It is really important that you get to know your statistics and what they are telling you. Raw numbers are fine but if you don’t know what the numbers are made up of you will miss the picture that is being painted.
If you aren’t using Aweber I highly recommend that you do because the reporting really is special in terms of how quickly you can interpret the important figures. Don’t leave all this stuff to guess work.
What about you?
Have you ever run in to any similar issues with any of your opt-in forms. Are there any nifty stats that you never noticed until recently?