I’ve got one question for you behind that screen.
Are you segmenting your email leads ?
If the answer to that question is no. You need to continue reading this post.
One thing which I’ve noticed is that when people tend to hear certain terms such as email sale funnels, lead magnet creation, and email segmentation. We seem to believe that these sound like some complicated and scary processes that we tend to avoid and over complicate.
Sometimes things tend to sound way more complicated than they really are.
In this post I’m going to break down what;
1. Email segmentation is.
2. The importance of email segmentation and
3. How you can begin segmenting your email leads with one simple step from day one.The process of segmentation is simply the act of grouping particular people who share a common interest under the same category.
In the case of email segmentation, it’s simply the process of sorting out your subscribers into their own groups who share a common trait.
You can choose to segment your email list based on a number of factors such as;
1. Their interests.
5. Subscriber activity.
6. Behaviour or
7. Depending on their buyers journey in your business.
Depending on your business and your audience you want to make sure that you’re segmenting your audience based on what will give you the best insights to utilise in your business.
If you want to get a visualisation of email segmentation, these two images say it all.
BEFORE EMAIL SEGMENTATION
AFTER EMAIL SEGMENTATION
When it comes to MailChimp you can choose to segment your audience through segments or groups.
Groups are attached to your signup forms (think of groups as categories your subscribers can choose from to tailor what content they want to receive from you)
Segmentation is the process of further dividing your email list into specific groups based on a number of different factors including your subscribers;
1. Campaign behaviour.
3. Date added.
4. Automation Activity.
5. Contact Rating etc
*quick tip, if you have a welcome email series in place (which you should) make sure to save an automation completion segment, to easily view the subscribers who completed their welcome series sequence if required.
To save a segment all you have to do is the following;
1. Click on your desired list and select ‘Create A Segment’.
2. Input the following selection and click ‘preview segment’.
3. Save your segment.
4. Choose a title for your segment and make sure to select auto update so that your segment will automatically update itself, once a subscriber matches those conditions and click save.
5. Click on ‘View Saved Segments’ and voila.
By segmenting your audience you are now able to curate specific content for specific individuals which you know they will find relevant.
One of the main reasons that people end up removing themselves from being part of a particular list is because they start receiving content which isn’t relevant to their needs and why they signed up to be part of your list in the first place.
Segmentation allows you to curate specific content for people that you KNOW will find your content relevant to them. If you blog about social media and how to use social media to grow a person’s business. Some people may only be interested in receiving content based on certain social media platforms that they’re using.
–> If you have a list of 3,000 subscribers;
–> 1,000 of which are interested in Instagram.
–> 1,000 of which are interested in Facebook and
–> 1,000 of which are interested in Pinterest.
If you send an email sharing your major tips when it comes to Pinterest, Only 1,000 are going to find that as relevant content to them. The rest will find it as irrelevant content and may cause them to unsubscribe from your list due to this.
Segmentation can also help you gain valuable information when it comes to determining a lead score.
When visitors come onto your site and sign up to your email list, those are now referred to as your email leads. Each lead has a different potential rate to buying your product or service that you offer. Each of them has a particular lead score based on their actions and interaction with your emails.
You may have some leads that are ready to buy as soon as they sign up to your email list while you could have leads who will be ready to buy from you within a few months, a year or even longer.
Although the majority of email lead segmentation will occur manually after someone has been subscribed to your list based on their particular behaviour. You can begin segmenting your audience and be able to assign them a lead score from the very beginning.
Here’s how I give my own email leads a lead score once they sign up to my email list.
1. The first thing that I ask my new subscribers to do when they sign up to my email list is to tick what content they would like to receive.
As you can see from the above image they have the option of choosing to receive content related to Email marketing, Pinterest or design (they can select as many as they like)
This vital information is already able to tell you what content these individuals will best respond to. We are able to knowingly create content which we know will be of value to these email leads. We also are able to know what kinds of products or services would be more relevant to them based on the content that they chose to receive.
When setting up your welcome email automation sequence, you can also customize that automation to send particular emails depending on what group a particular subscriber chose as a trigger.
When setting up your email campaigns, if you’re going to be sending an email that contains content related to Pinterest, you can choose to only send that campaign to subscribers who chose to receive content related to Pinterest.
I go into a lot more detail on the importance of keeping a clean email list here so check that out if you want a more in-depth look.
Segmentation allows you to segment your list based on your subscriber’s behaviour. One such behaviour is filtering out those subscribers who haven’t opened your last campaigns all from your last 5, to all campaigns sent out within the last 3 months. This will give you a clear indication of your inactive subscribers.
Email segmentation plays a very big role when it comes to segmenting your potential customers based on their buyer’s journey.
As previously mentioned, not everyone who signs up to your email list is going to be ready to buy. While some may be, others may still need to become educated on why they should invest in what you have to offer them. For some, this could be a process of a week, months or even years.
The point is that it doesn’t make sense to be grouping all your customers into one group and sending them all the same content. Each buyer depending on their buyer’s journey will need to receive content based on where they are.
1. Your potential buyers
2. First-time buyers
3. Repeat buyers and
4. Vip Buyers
Should all be segmented and joined under their own groups. Repeat customers don’t need to be sold on the quality or value of your products. They’re repeat customers for a reason and are so because they know the value of your products.
On the other hand, potential customers who have not yet made a purchase would still need to receive such content to continue nurturing that relationship of trust between them and your brand.
You don’t ever want to play this game in business.
Segmentation allows you gain insight on what your subscribers want, need from you and also what they best interact and engage with. It allows you to gather vital information which will no longer let you send content in the dark and not understanding why;
1. People aren’t engaging with your content.
2. People are unsubscribing from your emails.
3. People aren’t buying your products or why
4. People aren’t replying to your emails.
Nothing in business should be done by just guessing. Click To TweetOne way that you can begin segmenting your email leads as soon as they sign up to your list is by categorizing them into groups.
1. In order to create a group all you have to do is select your list, select your contacts and choose groups.
2. Select create groups.
3. Choose the kind of format you would like and fill in any information you would like your new email leads to provide you with. I personally choose to segment my audience based on what content they would like to receive from me depending on their interests.
4. Once you’re done simply save your group.
5. This will then get automatically added to your sign up form associated with that list.
Once someone subscribers to your list they will now be able to select what content they would like to receive from you. This information would be visible in your list and it’s this information that will allow you to make sure that you are sending the right kind of content to right people.