How to maximise your email list

Welcome back to the Retention Letters! It’s Don from Hamilton again. 

Before you read, be sure to subscribe to our YouTube. It’s completely free, and chances are there’ll be a bunch of extra sauce we drop in our videos you’ll want first access to.

In this second edition of our newsletter, we’ll be covering:

• Why to segment your email list

• Life Cycle Segments every business should have (prospects, new customer, active customer, lapsed customer)

• How to set up your core sending segments

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Segmentation Tip:

Engaged segments are the list you’ll be emailing most frequently. Have ALL of these definitions in each of your engaged segments.

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DEEP DIVE

After dozens of Klaviyo audits and calls with 6-7 figure eCommerce businesses, the #1 question we’re most frequently asked is about segmentation.

Which is interesting - since fundamentally, as an advertiser, you already understand the concept!

Everyone on your email list has super different awareness levels of your brand. 

Some have been there for years- have purchased every product you sell, and absolutely love your brand. And some (probably most…) can’t remember how they joined your list!

Segmentation helps you personalise your message so you can meet your market where they’re at on their customer journey - and give them the right message, at the right time, instead of blasting your entire list with the same generic message.

Here are the core segments every business should have:

1. Engaged (your regular newsletter)

2. Buyers

3. Non-buyers

Your engaged segment is where you send your regular newsletter. Make sure the content you send to this segment is engaging to both buyers and non-buyers, and nurtures them for their next purchase. We recommend setting up your engaged newsletters with these definitions:

Now, for the high level sauce we should be gatekeeping:

For an EFFECTIVE long term strategy, you want to segment your list of buyers and non buyers based on their journey.

We call this Life Cycle Segmentation.

Consider this: the way you’d sell Pepsi to someone who’s never tried it before would be entirely different from selling it to someone who’s had it with their lunch everyday since high school.

And if this is true for Pepsi, it’s probably true for your business. Here is how you set up core Life Cycle Segments:

1. Prospects (new customers)

• People who haven’t made their first purchase, but are engaged your brand.

2. New Customers (1st purchase last 30 days)

• People who have RECENTLY made their first purchase - how we treat them here is crucial to them sticking with our brand.

3. Active Customers (placed order within 365 days, opened email 2x last 90 days)

• Change the definitions to suit your business. What you want here is a list of people who have purchased within a large time frame, but remain engaged with your brand (ex. opening 2x emails in the last 90 days)

4. Lapsed Customers (placed order 1x all time, placed order 0 times last 365 days, clicked email 1x last 30 days)

• These people will be difficult to reengage, but have recently thought of your brand. Use this as an opportunity to reengage them!

Between these 5 segments, you’ll cover the end-to-end life cycle of all your customers, and will now be able to tailor your emails depending on where your customers are on their journey with your brand.

Now, you’re probably wondering… what email content do you send to each segment?

Which is exactly what we’ll be showing you next.

Tomorrow, we’ll cover:

• What evergreen emails to send to each segment

• The exact sending cadence to send to each segment

• How to structure the content of your emails

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Actionable Tips:

1. Create all 5 segments exactly as defined above.

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How we can help:

• Here is our free YT channel. We release weekly videos revealing the exact strategies we use to drive 6+ figures in revenue every month for our clients.

• Now that you have proper segmentation, next you need a sending strategy for all your emails. Keep an eye on your email tomorrow!

If you think we can help you, book a call with us here. We’ll give you a free Klaviyo audit detailing all the improvements you can make to your account.