Do you want to understand better your subscribers and connect with them by sending them
Let me ask you one question: are you segmenting your list? If the answer is no, then you need to keep reading.
Now, segmentation isn’t anything complicated, and I’ll give you some good example below:
I love drinking a good cup of tea. But not any tea, because I really don’t like green tea, and I enjoy a cup of strong black tea, better if it’s chai.
I told you this because I wanted to give you an example about segmentation: from a general and vast interest (I like tea), then you got to know what I love, and what kind of tea I dislike.
The same applies to email segmentation: you have people on your email list, who share a common interest (the freebie they all have downloaded) but they are all different:
– there may be women or men,
– living in the UK or Germany,
– who open all the emails you send,
– who never click on any link,
So, segmenting your lists allows you to break your list into smaller groups, depending on what you want to know.
Knowing the behaviour of the people on your list helps you: you get to know your audience better, and you’re able to send more customised content:
Let’s say you’re a social media expert, and you work with Instagram, Facebook and Pinterest: during the automated welcome sequence, you can ask them to click the right option:
Here you would ask your subscribers to click one or more options: by clicking, they’re automatically added a tag that allows you to identify their interests.
This way, you can assign a tag to those contacts, so you have a record of their interests and avoid sending content about Instagram to those who want to know about Pinterest, for example!
– How to segment: this could become a book, and I’m not going to dive deep on this section because it depends on the tool you’re using. That said, there are three ways to segment your list:
– List itself: you create as many lists as you need, according, for example to the freebie the subscriber downloaded. Not really effective, you don’t get much information about your subscribers if this is your goal.
– Tags: you can assign tags when you’re writing your email or your automation. A tag is a category you define to assign to each subscriber, for example, according to her interests (remember Instagram vs Pinterest above?)
– Custom fields: the tag FNAME you use to personalise your email with the name of the subscriber, is a custom field. Like the list, it doesn’t give you a lot of insights on the behaviours and interests of your audience, but it’s still considered segmentation because it does allow you to break in smaller groups your list.
For now, let’s focus on tags: you can assign as many as you need, but don’t add too many,
For example, you may want to know:
– where your subscribers live, because you run local events or workshops,
– who clicks the links in your emails,
– who clicks on the payment link and doesn’t buy, at the end,
– who don’t open your emails at all,
– who have already bought your product, because you don’t want to include them in the sales emails for a product they already bought!
Just food for thoughts!
It doesn’t have to be complicated, I don’t believe in complicated stuff, but please know your audience! Why shouldn’t you know the people who are hopefully buying your epic stuff because they know, like and trust you?
To recap: to segment (break in groups with a common interest and send relevant content), you need to break your list in a smaller group, depending on their behaviour, location or any other information you need.
Alessia is a Tech Expert and rescues online coaches from tech disasters so they can easily grow, scale and automate their businesses.
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