OnClick actions are the path to more knowledge and to segmentation of your newsletters.

The time has come for our second themed newsletter. It's about an interesting little function in our system. You have probably noticed it - it pops up every time you add a link in a newsletter. This January, we've been working with the mysterious OnClick actions.  

You can create and edit Data fields by accessing Lists & Subscribers in the top navigation bar on your account. Here, you will find Subscriber data fields, where you can determine your own criteria. You're free to set your own categories - and to decide whether you want your recipients to provide the information themselves when they subscribe (by ticking off "Required").

When you have created the Data fields you want, you're ready to use OnClick actions. When adding a link to your newsletters, you can choose to add a value to them. This information is then stored on the Data field. We have a "how to" video here. Although the voice-over is in Danish, the pages involved are written in English and still show the process. We expect to have one voiced in English as soon as possible.

A little tip is to put a comma after the value: this way, you create a list of different information on the Data field, instead of deleting those you already have when one is added. As an example, it is shown above that I have stored the Interest "video guide" for those that have clicked the link; since I can then assume that they are more or less interested in watching guide-videos, when they've clicked it.

The quick answer is: when you want to know what interests your recipients. Under Subscriber search, you can enter the Data fields and find out how many are interested in i.e. "video". Or anything else.

This means that you can keep your database constantly updated with knowledge of your recipients - both from what they've told you directly and what you can read from their activity in your newsletters.

This is very useful, when you want to segment your list of recipients according to your content.

It could be when you have a piece of news that is relevant to a specific geographical area. Or an offer for a girl's night. Maybe you're a wine merchant that wants to tell interested customers that there's a new Italian on your shelves. There are many reasons for and ways to part up a list of subscribers. Therefore, OnClick actions become relevant for acquiring different information that you want to base your segmentation on. 

Is using OnClick actions mandatory? No. Should you use them? Yes!
You can gain a lot of useful information about your recipients. You just have to think it through before you start.

What kind of information should you gather? A good rule of thumb is, that it should always help you improve the experience for your reader in some way. For instance, this can happen by making a newsletter more interactive or sending personal newsletters in the future.

Although there are definitely some common Datafields that are often used, there is no specific rule saying that you have to use them. Therefore, it's important to consider what you want to use the information for, before you create your Data fields and add OnClick actions to them. It has to be relevant for you.

Furthermore, it is important to remember that you can't always fully equate a click with a long term, steady interest. It sometimes happens that I browse for gifts for my boyfriend around his birthday, which I would normally not be interested in. The same goes for most newsletter readers. So you have to be careful with trusting the OnClick actions alone - and supplement them with asking your readers directly. 

There are some opening questions that are important for your newsletters - and that only you can answer:

The answers to these can give you differet ways of segmentation: maybe you have a shop with local sales. You might have clients that only want to hear from you when it's really important. Or perhaps you want to sell in half your newsletters - and just purely inform in the rest. 

OnClick actions provide an easy way to have polls in your newsletter. This way, you make itmore interactive and engage your readers. You decide what you want to use it for. For instance, you can segment your content in the future - and only write about a certain subject to those that want it. Or you can find out what the general trend is among your readers and write to all of them about it. It is an easy little way of getting direct answers to the questions and assumptions you might have about your readers. 

We frequently send these themed newsletters, where we elaborate on specific functions and tips for newsletters. We would like to know what you would like to hear about in the future. Click the subject you find the most interesting.

We look forward to hearing what you think. 

Best wishes
David, Katrine, Mia and Jeff 

Do you have any input to the newsletter, good or bad? Please write us.

In our regular January newsletter, we accidentally promised that this theme would be sent Friday the 25th. We're sorry for the delay - we blame the elves.