Segmentation:

Segmentation has always been a funny one to me. 

On one hand, segmenting lists is what we do daily across our book of 17+ clients. On the other, every new account we take on has little to no segmentation.

So in the time it takes you to read this email, here’s everything you need to know about segmentation:

The primary purpose of segmentation is to personalise your message to your audience, based on their awareness level of your brand.

Ie: is this email list subscriber new to the brand, have they purchased before - or are they a VIP customer that has purchased multiple times?

You want to segment your email list into 3 buckets:

1. Non-purchasers

2. Purchasers

3. Engaged

Ensure to hit each of these segments at least 1-2x per month, sending content that will help them make their next purchase. 

This could include FAQs about your product/brand, shipping products, exclusive offers for VIPs- or perhaps you need to address objections you know customers often have before buying.

If you can really internalise the above, you’ve just learnt everything you need to know to run effective segmentation for your own email list.

Have a great weekend.

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