Your Wherewolf Analytics is your complete guest database, and a treasure trove for marketing efforts and email campaigns.
Do you want this peak season to really peak? Or, are you looking to keep in touch with your guests while things slow down?
Make the most of your mailing list by learning how to segment your guest records, and the best way to send newsletter campaigns or one-off promotions here.
About Your Analytics
Every question that you ask in your waiver is recorded in your database. When a guest responds to a question in your waiver, we store the response under that question as well as on the guest record. This means that you can search for guests and their waiver documents, or you can search for responses that match a certain question.
By selecting ‘Discover’ under Wherewolf Analytics, you can apply filters to our predetermined questions to find the responses that match. For example, you can select a particular date range, country, or activity and find all the records that match those. If I wanted to find all my Canadian guests from 2018 who did a jet boat tour, I can apply those filters and select ‘Get Guests’ in the top right-hand corner.
It will show me the data for those specific guests. I can review their information or I can export this data as an Excel or CSV by selecting ‘Download/Export’ in the top right corner.
If I wanted to review or export all of my data, I would leave all the filters selected.
About Your Data Export
The exported information from your analytics is going to be a lot more thorough.
Here you will find data about when the waiver was completed, and all the other insightful tidbits that we cannot graph or report on.
For example, if your waiver asks guests to type in their city to a blank text field, we cannot show a graph for that in our Analytics reporting tool – there’s too much variety between responses for it to make sense! Someone could enter ‘Atlanta’, and another person could type in ‘ATL’.
When you export your data you will get all of those responses displayed neatly in an Excel or CSV with the guest record. You can use the find and replace feature in Excel to standardize those responses, then easily create graphs. A lot of these instructions work in Google Sheets too!
When to Segment Your Data
Now that you know about the two ways to segment your guest records – Wherewolf Analytics, and the data export – you might be wondering which one is best for you. Depending on what you want to achieve, it’s pretty simple.
If you’d like an overview into a cohort of guests that we have filters for, such as guests of your winter activities, then you can apply the filters in Wherewolf to check out the data export only those guests.
If the filter doesn’t exist, or the information you need is typed manually by the customer, such as everyone whose name starts with a vowel, then export your data from the Wherewolf Analytics and use Excel to filter your records. Simply find the column that represents that question, and arrange or sort it in a way that makes the most sense for you. Delete the rest of the records and you’re done!
Creating Campaigns
Send Emails Without the Mailchimp Integration
For one-off campaigns, or users who don’t have an account with any email marketing platforms, there are still ways to contact your customer base.
You can manually upload your exported Wherewolf email list into an email marketing platform of your choice as a CSV or Excel file. This option is the easiest to implement and the most cost-effective, but we recommend finding out if the Mailchimp platform is right for you before proceeding.
Send Emails With the Mailchimp Integration
Alternatively, Wherewolf can integrate with your Mailchimp account to send the names and email addresses of your guests to an audience in Mailchimp in real time. We can also filter these guests into separate audiences for you!
Examples of how this is used:
- You may create one master audience of all guests and use Mailchimp to design and send your own follow-up emails.
- You may wish to curate an audience of people who live in your area (to send a local promo to) and another audience of everyone else (to send a referral code to).
- You may get a lot of guests from European countries, so you create unique audiences for each. We send each person to the right list, and they get a follow-up email in their language.
- You may create an audience to promote beginner classes for return customers, and send all your guests who indicated they were a “beginner” to that list.
These audiences are great for automated, ongoing campaigns.
However, you may also have a stroke of brilliance and wish to initiate an off-the-cuff campaign – for this, simply import guests directly into a new audience from your data export!
From there you can design the templates that will suit your brand, then customize them further to each campaign.
Use merge tags to address recipients personally then follow up with the reporting tools to see how successful your email campaign was.
If you would like to set up an integration with Mailchimp, contact our tech support team by emailing [email protected].