Karl Tran: How to Find Your Unengaged Customers Using KISSmetrics

If you’re like most online marketers, you’re probably running endless A/B tests in an effort to acquire more customers with the same amount of traffic. But what you may be missing is the importance of what happens after signup.

Sure you can deliver signups, but do those people actually use your product? If they don’t, it really doesn’t matter that they signed up because they won’t be paying you anytime soon.

The problem for many marketers is they don’t know how to find their unengaged signups without asking engineers to run a SQL query. KISSmetrics has the solution for these marketers (and relief for engineers).

Once you find these people, you can begin efforts to re-engage them. Let’s see how.

The KISSmetrics People Search

To find unengaged signups, we’ll need two things:

We need to know who signed up.
We need to know which of those signups have not logged in.

KISSmetrics can identify the people who have signed up and whether they have logged in or not. You’ll just need a little help from a developer to get this set up. Once you have it running, you’re free to roam around and set up various reports. One of them should be a People Search.

The KISSmetrics People Search allows you to find people based on specified criteria. To find these people, they will, of course, have to visit your site at least once.

Here’s the setup page for the People Search. We can search by group (i.e., criteria) or by identity (to search for one person in particular). When we search by group, we’ll add our conditions and set our date range. We also have the option to add more data to our search results.

Let’s find the people who signed up and have not logged in. We’ll view people who fit this criteria in the past 7 days, and we’ll be viewing the date they signed up.

Here’s how our criteria looks:

find-unengaged-customers-people-search-kissmetrics

Let’s click Search and see the people who signed up and have not logged in.

people-search-results-signed-up-not-logged-in

And we get our list. No need to bug engineers to run a SQL query. Just set the criteria and get your list in less than 10 seconds.

Since we’re identifying people by email address, there’s no digging to do. We just copy each person’s email address, and then we send them an email in an attempt to get them re-engaged. Here’s a good template to begin with:

From: Your name
Subject: Feedback
Body:
Hi {First name},

I’ve noticed you recently signed up for {name of service}. I appreciate your interest in using our product. However, I’ve noticed that you haven’t logged in yet. I’d love to get your feedback if anything went wrong, if you have any questions, etc. We provide a great product that helps {target market} do {unique value proposition}. I’d love for you to get your hands on it and see how it can {adjective} your {the results it brings people}.

Let me know.

{Your name}
{Job Title}
{Phone}
{Office Address}

We also have the ability to export the email addresses to a CSV file, which can upload into Mailchimp and other email service providers.

Engage the Unengaged

This process is important for building a better business and acquiring more customers. If you do this routinely (i.e., run a People Search for unengaged customers and email them to get feedback), you’ll understand what kinds of people you’re targeting and whether your website is converting the right people. You’ll also get great qualitative feedback that you can filter back into your product development.

Without the People Search, you would have no clue as to who your unengaged customers are, and you would have no way to even begin to get feedback from them.