Are your engagement numbers struggling? Having trouble getting the opens and clicks you’re hoping for?
One thing that influences open rates is writing killer subject lines.
The other thing is subject matter. And this counts for click rates, too. If your topics aren’t relevant or interesting to your list, they ain’t gonna open or click. And if they don’t open or click, they probably won’t buy anything either! (sad face)
So, what can we do to make our content more relevant to each person? Of course, you already have a good instinct for what your audience wants. They’re on your list for a reason!
But, we can make it even better. Not everyone in your list needs to get the same message at the exact same time. Maybe you’re promoting a new webinar to your existing subscribers, but a person joins your list on the exact same day. Should they get the webinar email or a welcome sequence or something else? How does your email program even decide who gets what or why?
The savvy email marketer’s secret weapon: Email List Segmentation
What Is This Email List Segmentation?
In its simplest form, it’s the art of dividing your email list into smaller, focused groups based on specific criteria. You might have a segment for brand new subscribers, webinar registrants, course attendees, product purchasers, etc. The number of segments you have can be large – you want to get granular enough for people to get what they need from you, but broad enough to where you’re still being efficient with the number of emails you’re sending. But at the end of the day, segmentation is your ticket to delivering the perfect message to the perfect person at the perfect time.
Why Is Email List Segmentation So Good?
First off, it’s your magic potion for boosting your email open rates and click-through rates. Why? Because it transforms your emails from generic broadcasts into personalized messages. In our before example, it would be super confusing for your new subscriber to immediately receive an email about your next webinar when they were actually expecting a lead magnet delivery or welcome email. They don’t even know you and you’re begging them to come to a webinar on their first day. So, you keep them in your new subscriber segment until they go through your welcome sequence, then your automation bumps them over to your main list since they’re ready for your regular messaging.
A Few Email List Segment Examples
If you’re starting from scratch, setting up email segments can seem like a HUGE task. But here are a few key criteria you could use to get started: demographics (age, gender, location, etc.), client engagement level (active, inactive, new subscribers, etc.), client interests and needs (specific courses, one-on-one coaching, group coaching, etc.), and client behavior (email interaction, purchase history, etc.).
As you’re putting these together, think about the types of messages you send and who on your list would be the best fit to receive them. It’s also ok to have some contacts in multiple segments, but again, remember the reason why we’re doing this and don’t overdo it!
Feeling a little overwhelmed? Have questions? Your email service provider should have help documentation on exactly how to do this in your specific software. But if you’re still not sure, reach out via contact form or comment below and let’s discuss it. Future you (and your email list) will be so happy you did!
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