FanBridge Blog

Your go-to source for smart fan marketing

Team FanBridge
How do you reward your biggest fans? You can’t start until you’re able to identify who those fans, customers, and clients are. Loyalty segmentation can be a difficult process, especially for those looking to reward fans for engagement and interaction. Luckily, you have two best friends in figuring out your fan base: data and analytics. Gathering lots of information on how your fan base interacts with your content and having it in a well organized and understandable format is a lifesaver when working with loyalty segmentation.

What is loyalty segmentation?

Loyalty Segmentation is when you break your fan base into groups based on how they interact and engage with your content. The definition of “loyalty” can be different for every brand. For a sports team, where attending games can be expensive or require traveling, loyalty might be tracked through how consistently fans keep up with news. A band might measure loyalty based on which fans are most likely to tell their friends to listen. Of course, there is the classic measure of loyalty: the frequent purchaser.
We’ve put together our favorite ideas for segmenting your fan base by the ways they interact with email marketing, as it’s easier to track, measure, and own the fan relationships built through email.


1. Clicking on important links

We’re vaguely using the phrase “important links” because every email campaign has a different, unique goal. Valuable actions shouldn’t just be limited to those that lead to purchases or other monetary exchanges. Being able to track which fans click on certain links can open up many options for personalized emails that convert for very specific goals.

Here’s an example:

ClicksYou have just started a blog for your brand and would like to get your current fans in the habit of checking it. You send your regular newsletter with a call-to-action linking to the blog. To get fans consistently following it, you could then send a follow up campaign only to the fans who clicked the link to the blog thanking them for visiting and offering many ways to follow, like adding to an RSS feed or following on Tumblr. An email like this would seem unnecessary to fans who did not click the blog link and are engaging less, but with the data you’ve collected you can segment and target your fan base to sent relevant and valuable information.


2. Opening and engaging consistently

Keeping track of the fans who open and engage with all of your emails sounds tedious, but knowing these fans means identifying the real potential evangelists for your brand. With FanBridge’s FanRank™, your list is automatically segmented into groups based on engagement. Fans who open and engage with every email campaign are designated as Super Fans, while fans who open most emails are called Casual Fans. Fans in either group who are engaging less and less are moved into an At Risk group. Just as you’d use loyalty segmentation to reward Super Fans, you’ll know to alter your strategy and offer a larger incentive to At Risk fans to maintain engagement.


3. Forwarding emails

If Super Fans are the probable evangelists, the fans forwarding your campaigns are clearly already spreading the word. Track these fans by seeing who clicks a forward link or checking the forwarding data that is automatically collected in your FanBridge account. By creating a loyalty segment from these fans, you’re building a database of fans that you can rely on to share and spread content. These fans won’t need large incentives to take specific, high value actions.


4. Hidden/Special Links

This is a less direct but more fun way to keep track of fans who are really reading and engaging with your campaigns. Let fans know there’s a hidden link in your campaign, or place a link at the bottom that thanks fans for reading the entire newsletter. The link should lead to some sort of incentive, like a discount for taking the time to search through the entire campaign. Your fans will be driven to engage through gamification and feel rewarded for their actions while you’ll be able to build a loyalty segment of the fans who really take the time to read those long, information-packed campaigns.


Team FanBridge

Besides discovering where your fans are, we understand there’s an importance to knowing WHO your fans are. So we want to kickstart your data collection efforts and gain a stronger understanding of your fans by helping you collect their social profiles.

How to collect: It helps to collect fan info gradually over time as they may not be open to doing so immediately and all at once. One way to collect fan social handles is through Tweet For a Track. With Tweet For a Track, fans can access a free download just by providing a simple retweet.

TFAT Homepage

If you’re looking for more than Twitter handles, try sending a campaign during slow times to ask fans to update their subscriber info and provide social accounts. As a reward, give them a quick shout out or follow them back.

We’ve got more ways to collect this info in the works. But don’t just wait around, get started on collecting that info today!

Team FanBridge

When you’re promoting a new song, you want to make sure it’s available to all your fans. While it’s always great to provide fans with free content, it wouldn’t hurt to grow your audience in the process. This is where Tweet for a Track comes in handy.

With Tweet for a Track, you can easily share a free mp3 download at no cost with fans in exchange for a simple retweet. All you would need to do is set up your account, upload an mp3 and publish a tweet to let fans know that your song is available to download if they share your announcement to their followers.

Read more: Social Fan Data

Tweet for a Track allows artists to distribute music to a brand new audience with just one tweet. But that’s not all you can do. With Tweet for a Track, you can also collect the emails of fans who have retweeted for a download, if they have provided their email address. And these emails can be downloaded and added to your mailing list for the low cost of just $3.

Read more: 3 Strategies for Smarter Email Collection

Get started today and discover a new audience with Tweet for a Track!