One word.
Segmentation.
An all too common approach is sending an email to your entire list.
This is super risky, especially with Google's new email rules (read about them here).
I don't know if it is sheer laziness, not knowing any better, or not caring.
But whatever the case...
Sending this way is so 1999.
Ineffective, and definitely costing you sales (and unsunscribed contacts).
You don't have to be an email marketing genius to segment.
All you need is some good old-fashioned empathy for the people on your list (they are human after all) and creativity.
Disclaimer –
It's easy to go down the rabbit hole on this stuff.
We humans tend to overcomplicate everything.
Resist the urge to get super granular with your segments. The juice usually isn't worth the squeeze.
So...
Here are my go-to guidelines to segment your dirty list that you can use today:
Recency (New subscribers ex. 30 days): The newest subs are the hottest subs, they should be handled differently than people who have been there a year.
Recent Customers: Based on what you sell, most customers aren't buying if they just bought two weeks ago. Have some consideration for goodness' sake and leave these people alone.
Repeat customers: These are your gold-standard subscribers. Consider sending them exclusive deals and new releases. These folks are most likely to buy again relative to a new contact if you message them well.
Non-Openers: If someone hasn't opened an email, send them the same campaign with a different subject line. Now you get two sends out of one. Easy money. *** Don't do this all the time though.
Clickers: You might be pushing a specific course or product. Segment the subs by 'CLICKS' of said product and re-engage with them if they haven't converted. You'll be surprised by the results.
Churned Subscribers: Most of your new contacts will buy whatever it is you’re selling within the first 30-60 days. Once they get to the end of that initial window the likelihood that they'll ever buy drops off a cliff. Be very aggressive with these folks. You have nothing to lose and everything to gain.
Engaged or Not Engaged: Engaged contacts have substantial value. Not engaged ones, not so much. After a certain point you have to give up on the non-engaged contacts. They have lost interest and that’s ok. If someone hasn’t opened or clicked an email in the last 90 days they’ve moved on. Remove them from your list, it’s not worth the risk.
At the end of the day, you can get super granular with your segments.
My advice after $200 million + in sales from email alone:
Keep it simple.
To cash flow,
P.
ICYMI
Here are some banger bookmarks:
🥫Founder mode is all the rage rn. Even Steve Jobs was doing it.
🥫 I can’t get enough of these ‘what if’ style biz opp posts
🥫 This is getting out of hand. How soon until real influencers are back to working normal jobs?
🥫 Cash flow rules everything around me. I wish I learned these KPIs sooner.
How I Can Help You
Email Marketing Audit: Is email one of those things you know you could be doing better at but don’t know where to start? Let’s look under the hood together and uncover where the opportunity is. (We can help strategize and execute a plan from there if it makes sense to team up). [Click here to book a call]
Get Marketing Help: Do you need help executing your marketing for your business or your clients? We source and vet nearshore marketing and support talent and install them into your team. [Explore TalentHQ]
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