Earlier this week I heard this stat that kinda blew my mind:
"Segmented [email] campaigns can lead to a 760% increase in revenue" (
Campaign Monitor)*
That's pretty damn impressive.
Except...
....how do you actually do that? 🤨
And if you're a solopreneur like me or have a microbusiness with contractor or two on your team, who has the time or bandwidth to actually put this in place?
Well, hopefully you if you’re hoping to use email marketing as a tool to make more sales.
The good news is that while you can get super into the weeds with segmentation, it doesn’t have to be complicated in order for it to have an impact.
What does segmentation look like in practice?
I look at segmentation through the lens of human connection, consent, and deliverability best practices and recognizing that you shouldn't be treating everyone on your email list the same.
For example, if you're selling something to a part of your email community - oh, let's say tickets to an upcoming training - your segment would include anyone who hasn't already purchased it from you.
Ok, time to get super meta.
(No, not that Meta, though them being down this week certainly is a confirmation just how important owning your business information is. Yeah, I went there. 😜)
Let's take this promotional email you’re receiving, Reader.
You're in a segment that’s telling ConvertKit to send this email to you.
The promotional segment includes anyone who currently gets my weekly newsletter (which excludes anyone currently in my welcome sequence, re-engagement sequence for subscribers who haven’t opened my emails in over a month, or anyone who’s currently receiving the Fix Your Flow email series).
Additionally, the promotional segment excludes the following folks:
- Anyone who already purchased their ticket to the training
- Subscribers who asked to stop receiving promotional emails by clicking the link at the top of a previous email
- Anyone who’s self-identified as not having their email marketing set up (that's because the content of this particular email is a bit advanced, but the receive other promotional emails)
That might sound complicated, but creating the segment for this email was pretty straightforward because it’s basically comprised of a few tags connected to everyone in my email community.
I just had to define for ConvertKit which tags to include in & exclude from the segment.
But here’s the thing:
Your can't define your segments if you don’t have a way to collect & organize information about your subscribers.
See where I'm going?
This is exactly what we'll be covering in the Subscriber Strategy training.
Take it one step at a time,
Bev
P.S. *I don't claim that by implementing what you'll learn in the training you'll increase revenue in your business by this percentage. That would be a grossly overestimated.
Instead, I can claim with about 98.2% certainty you'll gain the following from the Subscriber Strategy training:
🍄 Finally understand the difference between Tags & Segments and when to use them (or if your email marketing software calls them something different, we’ll cover that too)
🍄 Uncover what categories of information you need for your business so that you can properly segment and organize your subscribers
🍄 Learn where and how to collect information about your subscribers with the technology you’re already using for your business so that you can segment
🍄 The number one segment you should absolutely have so that your new subscribers aren’t inundated with emails
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