Mastering Email List Segmentation

Written By Donna-Marie  |  Online Marketing 

Hey there, superstar... today, we’re diving into email list segmentation. If you're not already doing this, or doing it properly, making a few tweaks might just revolutionise the way you approach email marketing. 

Trust me, 'email list segmentation' isn't just another buzzword; it's a strategy that can seriously up your marketing game.

Email List Segmentation

Understanding Your Audience: The Starting Point

Before we dive into segmentation, let's talk about your audience. Understanding who they are is like having a roadmap in a foreign city. Start collecting data through surveys, purchase history and feedback. The more you know, the better you can segment.

You may find this recent post where I explained How To Discover Your Dream Clients helpful too.

Decoding Segmentation Criteria and Categories

Segmentation is all about organising your subscribers into different groups.

Think of it as hosting a party and having different snacks for different guest preferences.

You can segment by demographics, buying behaviour or how often they engage with your emails. Each type offers unique insights and targeting opportunities.

For example, if you segment clients who have purchased particular products, future emails you send to these clients can focus on the next best action for them. Whereas you can send different emails to those who haven't purchased your products, and these emails may recommend specific products or services.

This way, you're not only sending people more specifically helpful information and recommendations, but it helps avoid promoting a product to a person who's already purchased that product from you.

Setting Up Segmentation: Your Tech Toolkit

Okay, let's get a bit technical (but not too much, I promise!). Most good email platforms like Kartra, Keap (previously Infusionsoft) or ConvertKit have features for segmentation. If you use a different email management tool, check to see if it has the ability to segment your subscribers. 

Then set up your segments based on the categories we discussed. Organise and label them in a way that makes sense for your business. This may be with different lists or adding 'tags' to subscribers, or a combination of both.

Crafting Targeted Content: Speak Their Language

Now, for the fun part – creating content. Each segment is unique, so your content should be too. Personalise your emails to resonate with each group. Similar to writing letters to friends, you know what they like, so you tailor your message to suit.

Best Practices in Segmentation: Do’s and Don’ts

Here are some quick tips:

  • Keep your segments clean and organised.
  • Don’t over-segment; you don’t want to make things too complicated.
  • Regularly update your segments; people change and so should your lists.

Measuring Success: Numbers Don’t Lie

After you've sent out those segmented emails, it's time to see how they perform.

Look at open rates, click-through rates and conversions. This data is gold – it tells you what’s working and what’s not.

For my emails and emails I write for clients, I keep a spreadsheet with these details. It lists the content, URL and any relevant information (we use this when planning and creating the content), then we add in the email open rates and CTR (click through rates) so we can easily monitor these over time.

Navigating Challenges: Troubleshoot Like a Pro

You might hit some snags like overlapping segments or data management headaches.

Don’t panic. Review your segments regularly and don’t be afraid to adjust.

Remember, flexibility is key.

If you start small, say with just a few broad segments, you can reduce the number of overlaps you might come across. You can get more targeted over time, but remember to keep it simple. Over segmentation can make the whole process seem to complicated and may lead to more headaches.

Wrapping It Up: Your Next Steps

Alright, champion, that’s a wrap on email segmentation. Keep in mind that this isn’t just about sending emails; it’s about building relationships. 

Start simple, get to know your audience, and the rest will follow. Happy segmenting! 😊

kartra for email list segmentation

About the author, Donna-Marie

Donna-Marie is an award-winning Entrepreneur, Author, Online Mentor and Content Marketing Specialist who's been lifting up small business owners since 1998. She's got an incredible talent for showing business owners how to build their dream business and life, teaching them systems to boost profits and enjoy more freedom, all at the same time. Don't just go with the flow... create your business - and life - by design. 💕