December 3, 2024 • 42 mins
If you’ve ever wondered how to make your emails more effective and drive better results, this episode is for you! We’re diving into the power of segmentation and how it can transform your email marketing. You’ll learn simple ways to start segmenting your audience, how to create automated flows tailored to specific customer needs, and how to build winning campaigns that resonate with every segment. By the end of this episode, you’ll know how to send the right email to the right person at the right time, boosting engagement, loyalty, and revenue.
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Send us an email at femailsacrossthepond@gmail.com and tell us what you'd like to hear. Want more help with your emails? Follow us on Instagram: Angie: https://www.instagram.com/angiemachado_/ Clara: https://www.instagram.com/claratoombsconsulting/ Download Our Free Resources Get instant access to Angie's Free Email Planning Bundle Get Clara's 14 AI Prompts to Help Transform Your Email Game
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Transcript
Episode Transcript
Available transcripts are automatically generated. Complete accuracy is not guaranteed.
(00:00):
(upbeat music)
(00:02):
- Welcome to the Females Across the Pond and Beyond podcast.
Hi, I'm Clara.
- Hi, I'm Angie.
We're here to share all things email and beyond.
We go through the trials and tribulations
of running your own business,
being your own boss and sending your own email marketing.
- As email marketing experts,
we're dedicated to helping small businesses thrive
(00:24):
so they can have more freedom in their business.
- Ready to get started?
Let's dive into the episode.
(upbeat music)
- Hello and welcome to the next episode
of Females Across the Pond and Beyond.
This episode is another question
(00:45):
that we get asked time and time again.
Angie, Clara, what's up with segmentation?
How do I know when to start segmenting?
How do I start segmenting?
So we are going to just go over as much of that
as we can today.
But before we do that, let's dive into a little catch up.
What's been going on with you, Clara?
(01:05):
How's your week been or weekend?
How's it going over the UK?
- Yeah, good.
Busy week, last week.
Just trying to wrap up on some projects
and finish off others.
Yeah, I think in terms of the weekend,
(01:27):
it was actually really good.
We went through an immersive experience for War of the Worlds.
I don't know if you've heard of that.
Interesting.
It was really good fun.
I did scream a few times.
(laughing)
Because it was deunexpected.
But basically it's like a whole immersive experience
so you go through with other people,
(01:48):
you go into a group and you go through this kind of journey.
Some of it's virtual reality.
So you're on with these headsets
and one of the scenes is when you're in a boat
and you actually get water thrown on you.
So it's a bit...
(laughing)
It's kind of like, who ever is doing that, stop.
(02:11):
(laughing)
- That's hilarious.
- And then you have to go down a slide.
It's kind of all really random
and there was a lot more screaming
and there was one scene that you're in the dark
and there's aliens at the window attacking you.
- Oh my gosh.
- It's quite scary.
So yeah, the waiver was like,
do not do if you have heart conditions.
(02:31):
- Oh, yeah.
(laughing)
- That's cool.
- But yeah, it was cool.
- Yeah, it was such fun.
I really recommend it.
But how about you?
How was your weekend?
- It was good.
Well, okay.
It was, yeah, it was good and it was not good.
We basically were in the car for like 24 hours.
In the past in like 72 hour time,
(02:54):
we went to a wedding out in Massachusetts.
That's about a 10 and a half hour drive
for us here in Michigan.
We didn't fly because, oh my gosh, it is so expensive.
It would have been like at least $1,000 for us to fly
just to go to a wedding and...
- Wow.
- I was like, you know what, in this instance,
I'm gonna trade my time for money.
(03:16):
(laughing)
Because I don't want to spend that much on a flight.
- That surprises me because like you think
internal flights for you guys would be cheaper.
- They're so expensive, Clara.
And you know, we were kind of talk because she,
Clara says, oh man, you guys just drive so much.
And I think the reason is,
A, we don't have a really good train system.
(03:37):
And B, our internal flights are incredibly expensive.
It is so expensive to fly anywhere in the United States.
Even if I just wanted to fly to like Columbus or Washington,
DC or, you know, in this case Massachusetts,
which is just like an hour and a half flight, you know,
$1,000 for two people round trip.
(03:58):
Like, no.
- That's a lot.
- Yeah.
- Yeah.
- That's crazy, though, that you have to drive that far,
but is the drive nice?
Is it scenic?
- Oh, it's beautiful, you know?
It is like the foot hills of,
the mountain range, the Appalachian mountain range,
gets started up there in Connecticut
(04:20):
and Pennsylvania is also gorgeous.
So it is nice, but we kind of hit the tail and a fall here.
So there were some trees that still had like beautiful coloring
and leaves, but a lot of the trees were bare.
And I was like, man, if this was just two weeks before,
this would be just like the picturesque,
(04:41):
beautiful fall scenery that you see in the movies
that covers New England.
It is really gorgeous this time of year.
So, and you know, I don't mind a long car ride.
I worked a lot.
So it's nice to kind of have nothing to do.
And so you just are like, all right,
I mean, they're gonna read a book and listen to podcasts
or maybe just like knock some to-do's off my list.
(05:04):
- Oh wow, you can actually work in the car.
I get sick.
- I can be.
- Yeah.
- Can't open that.
- It's actually nice because I can like really focus
on that all of a sudden like three hours go by.
And I'm just like, yeah.
- Okay.
- That's good.
That's a good skill.
I guess it depends on the terrain if it's straight,
but if you're going uphill, there's no way out the-
(05:25):
- It's a pretty straight shot.
It's like one highway that basically takes you all the way
to New England.
So, yeah.
- That's such a nice thing to do as well to drive that all that way
to see people get married.
Yeah, but we're done.
No one.
- No, whoever's getting married, we're not driving.
(05:46):
We're not going.
We've already decided that.
We're like, we have kids now.
Like we can't be taking long trips like this and doing this.
So, yeah.
- Yeah.
- Yeah.
But anyway, let's get on to segmentation because,
you know, let's do it.
That's a lot of people do ask us about it,
which is pretty smart because segmenting campaigns
(06:10):
do, on average, have an increase of like,
well, right now the stat that we have here is 760% increase
in revenue.
When you segment campaigns and emails,
the magic of email marketing is in personalization,
is in the fact that you can separate out your subscribers
(06:31):
and really talk to them,
pertaining to where they are in the buyer's journey with you,
which is super powerful.
You know, people love to, you know, be told,
hey, you bought for us before and we're going to give you
this discount to use on your second purchase.
Like even just saying those second purchase
or you bought for us is super powerful.
So, before we really dive into what to do and when to do,
(06:55):
when should businesses start segmenting?
How do you know it's time?
What would you say to a business owner who asked you that, Clara?
- It's a great question and it comes up a lot.
And my view is that if you are a service provider
and you've got a small list,
unless you know where those people have come from
(07:18):
and it might be there's a bunch of people on your list
that have come from a webinar you ran or an event
and of course you can segment them according to
what you know about them.
But let's say that people are coming onto your list
through your lead magnet and that's all you know about them.
Then at this, I would say that you've got to think about
(07:39):
what your overarching goal is for segmenting.
Why do you want to segment in the first place?
Is it that you want to offer them something different
to the rest of the group?
As a service provider, I personally don't think there's any value
in segmenting with a very small list.
As you start to grow, there is value
(08:00):
because it might be that that one specific segment
might be your high values and will come onto all the,
all that we mean here but each segment might have
represent different opportunities for you.
But when it comes to e-commerce,
I think you're gonna know a little bit more about
your customers.
(08:22):
So what have they purchased or what have they not done?
So you can start to put them into buckets
and I guess what we mean by segments is
categories or buckets of people
that have got commonalities in some shape or form.
So they've done something or they have attended something
or they've not done something.
(08:42):
We can start to categorise people.
So with e-commerce brands, I'd say there is value
in segmenting, particularly if they've bought
specific product before.
But I would say my message to service providers
is don't get bogged down in this if you haven't done it yet.
This is more about thinking your longer term strategy
(09:03):
and how you're gonna start to speak
to these different segments.
So that's my view.
- Yeah, and I think, I agree with you.
A lot of times I see small business owners
just struggling to be consistent with emails.
And I always tell my clients that
worry about segmentation once you feel really comfortable
(09:23):
with your email marketing and you're good
sending weekly emails.
Then we can start doing more advanced things,
but depending on what you're looking to sell,
where you wanna move the needle for your business that month,
how you're gonna increase revenue,
everything with email marketing should come
from your overall marketing plan designed to grow
(09:47):
your business or grow your sales for any given month or quarter
and then work backwards from that.
But yeah, I would say focus on being consistent first.
And also if that feels like, oh gosh,
this is an extra thing that I need to do, don't do it.
You don't need to do it.
You can still make money from sending to your list.
(10:09):
I mean, we say don't spray and pray,
but we're really talking about people who have like thousands
and thousands of subscribers here.
So if you're a list of that, then no need to worry yet.
- Yeah.
- Yeah.
So hopefully that helps.
You all make these decisions.
But for those of you that do have,
maybe thousands of people on your list
(10:31):
and you're in e-commerce,
or maybe you're a service provider
and you wanna offer something to different groups of people
on your list.
Let's get into those basic segments
that they can start with.
- Yeah, absolutely.
So one simple approach you might wanna take
is look at your new customers versus returning.
(10:54):
So as a service provider,
you're gonna know the people on your list
that you've worked with before.
So you might maybe segment them out
as past or existing clients.
And then new people are essentially your leads, right?
So they haven't ever worked with you before.
So you might decide,
and this is something I do at Christmas actually,
is I give a little separate message
(11:16):
to past or existing clients.
And sometimes I give them maybe something back
or I give them a special bonus
or something to thank them
because I want them to feel special.
But then my new people that are new to me,
I want to speak to them in a different way.
(11:36):
So think about the way that as a service provider
what would work for you in terms of
what kind of messaging and offers
would you give these different segments?
So are you gonna reward someone for their loyalty
and therefore coming back to you?
You're gonna give them a different offer.
Are you gonna give new people an offer?
(11:57):
What about people that spend a lot of money with you
on e-commerce side?
What if you've got people that are considered
to be your very best customers?
How are you gonna treat them?
And then on the other side of the spectrum,
how about those that aren't spending at all with you?
They're not doing anything.
(12:17):
How do we want to treat them?
So there are some simple ways to think about segmenting
based on people's behaviors.
I think that's a good starting point, right?
- Absolutely.
I at least always start segmenting with engaged lists
to like how they're behaving inside your email account.
(12:41):
Are they opening emails?
Are they engaging with your emails?
That's another really basic way to start segmenting.
You could send emails to your most engaged subscribers.
They're opening them.
Do you offer them something?
And then going deeper, if they're a new lead,
(13:02):
there's a segment that I kinda learned about recently
that's like, hasn't bought from you
and has been on your site at one point in the past two weeks.
You know that they're browsing your stuff?
Why not send them something?
Why not give it a go?
So I think engagement can also be very powerful,
(13:22):
a very powerful way to start segmenting.
Some other ways,
are by demographics, right?
I think if you're in the e-commerce space,
locations sometimes depending on what you're selling.
So I used to work for a bunch of plant companies, right?
(13:44):
So, you know, there were plants in the winter,
we'd be pushing annuals and corennials more to our Southern states,
the people who could still plant and grow.
You know, if we were gonna send those emails to people,
you know, where I am in Michigan in December
(14:05):
to like buy your flower, nobody's gonna buy, you know?
And they're gonna be like, why am I getting this email?
So location could also be something really important
for you depending on what you sell.
And also like that it goes along to with, you know,
(14:26):
gender or age, if you know these things,
it really depends on what you know about your customers
and clients as well.
And sometimes, you know, some email accounts
will have that information.
Clavio has like a predicted gender segment
that you can create where it predicts
what the person's gender is and I don't know how accurate that is.
(14:49):
Yeah, interesting.
Yeah, interesting.
Yeah, yeah, it is.
And I think, I think with location,
it's an interesting one because it's only relevant
if it's relevant to your business.
So, so far, yes.
Like a global business that operates completely remotely
(15:10):
and you have no install and stores.
Then location is interesting,
but how important is it to the messaging you have in your email?
So where it could be important is let's say you run
an e-commerce store that wants to meet people
(15:32):
in the local area to a specific city, for example,
then you might want to look at those in a specific city
on your email list and send them a specific email to say,
"Hey, we're meeting up in this location.
We'd love to meet you.
We know that you live in and around this area.
We'd love to connect."
(15:54):
So, I think location could be very powerful
if it means something to your business and it's relevant.
But to me, personally, I don't use location
other than perhaps, oh, I'm interested to see how many people,
where people are from on my list.
I don't necessarily segment according to location.
Like I won't say something different to those
(16:15):
in the States versus the UK, for example.
So, I think it just depends on what is relevant
to your business.
- Yeah, and I think when you are first starting to segment,
it's really important maybe to even just sit down
and be like, what is important?
As far as my products and the attributes of my products,
(16:39):
and who would actually buy my products
at certain times of the year or certain times
in the buyer's journey,
and really have a good overview of how it would be important
to split off some people or to at least pick out those groups
and possibly use them in your marketing.
(17:01):
So it might just be worth it to take a step back
and be like, does location matter to me and why?
No, okay, does their age matter to me and why?
No, okay, does their gender?
Does the fact that they're a new customer versus
a returning customer?
I guess, I think that matters to everyone.
But there are things that aren't gonna matter to you
that maybe matter to somebody else.
- Yeah, absolutely.
(17:22):
Where age could be interesting is let's say
you're a brand that sells alcohol and maybe it's important
that you are only speaking to people over 18.
For example, 21 in certain states, I believe,
in the US.
So age for me isn't important for my business,
(17:42):
but it might be depending on the kind of product
or service you sell.
So think about, take some time to think about,
as Angie says, what segments, what's important to your business?
We don't want you to segment for the sake of it
because there's no need, right?
You don't need to segment by location
if it's not relevant to you.
But think about what kind of natural categories exist
(18:06):
in your business and possibly on your email list
that you could start to put people in into.
So these are just some suggestions.
There might be others unique to your business,
but these are certainly some of the basic ones
to get started with.
Yeah, and then I also want to give a shout-out
to your email platform, because depending on what you're using,
(18:30):
I know at least Clavio has recommended segments
and will give you a really good outline
of how to build certain segments based on what you need.
And I also know that there are,
maybe we should talk about this,
the difference between a dynamic segment
(18:51):
and a static segment,
because I also know that there are some email platforms
that don't actually do dynamic segments,
which, to me, I'm like...
- So Clavio. - That's helpful.
- Yeah, exactly.
So Clavio is a good example of a platform that does do this
(19:11):
from my own experience and angies.
So a static segment is essentially,
think of it as like a snapshot or like a moment in time
where you are looking at a segment as it is today.
But imagine if you want to keep this segment
as a segment you'd like to continue to speak to in the future,
(19:33):
and it could be that people move in and out of that segment
according to what they're doing, right?
So, for example, let's say that you have one segment
that is your very best customers
and your definition of that might be,
they've spent five times on our website, for example.
Let's say that someone has only spent four times
(19:57):
this year on your website,
they fall out of that particular segment.
So what we mean by dynamic is basically a criteria
that is applied according to the moment
that something is or isn't achieved by the customer.
So think of static as a snapshot a moment in time
(20:20):
and think of your dynamic list as something
that is fluid and can change.
I hope that makes sense.
- Yes, no, that is completely, that's exactly what it is.
So you'll want to make sure that something to look out for
for sure because you could have a segment
but if it's not being automatically updated
(20:42):
by the email platform,
then anytime you want to use that segment,
just know that you're going to have to manually update it
before you use it if they just do static segments.
And sometimes the platforms, they don't offer dynamic segments
until you are in some sort of tiered or paid version with them.
(21:03):
So not all, like the free, I think, I don't know,
I don't know which platform specifically,
but I think that there are some that in their free versions,
they don't offer dynamic segments.
So it's just something to be aware of if you're going to start
segmenting, make sure you look at your platform
and see, does it use dynamic segments
and I paying for dynamic segments
(21:24):
or is this available in the plan that I have?
- Yeah.
- All right, moving on.
Okay, so, oh, I also have here as a last point
for easy ways to start segmenting,
is setting up segmentation tests,
how to test segmentation or targeting a small segment
(21:45):
with a tailored email.
I think so many things with email marketing,
like you should absolutely just be testing and like,
stay curious, you don't really know if something is going,
you don't know if a segment is like worth you
sending an email to unless you send the email
and you see the reaction that you get.
(22:05):
I mean, now if there could be so many factors
that play into that.
But so much of it is testing and just being curious
and seeing what works and what doesn't work, right?
- Yeah, and I guess to think about the questions
that I've had in the past around how many segments
to the right, you know, what's the right number?
And I think start simple and think about
(22:28):
when you are creating separate segments,
you're gonna be creating a little more work for yourself.
So start really, really simple,
create just one segment, small segments begin with.
And send them a different message
and see how that performs because on the whole,
we do see improved results.
- Yeah.
(22:48):
- But there is a little bit more effort in setting it up.
- Yeah, it's gonna be more of your time and your energy.
So, but totally worth it as we see as the data shows.
Okay, let's talk about, you know,
there's two ways that you can use segments, right?
(23:08):
And one of them is building flows off of segments,
which to me, it's kind of like the first segmentation
that a lot of my clients do without even knowing
that they're doing it is triggering flows off of an action
that somebody took, which in theory puts them into a segment,
puts them into a group of people
that have taken this action on your site
(23:31):
and they get sent an email, an automated email accordingly.
So, let's talk about those basic flows that come from segments.
- Yeah, I mean, so you've got your,
you talked about new subscribers earlier.
So you've got your welcome flow.
So this is essentially a series of emails
(23:52):
that helps onboard your new subscribers
and they introduce you, introduce them to your brand
and whether it's a service that you're selling
or your key product.
So welcome is one of the most well-known
and one, I'd say one of the first to set up, really,
(24:12):
because it's the first impressions count.
So your welcome flow is in effect just for new subscribers.
- Yeah, and it's usually designed to nurture them, right?
It's to help them get to know, like,
and trust your brand.
We typically put, you know, letters from the owner in there,
we talk about the mission, the values,
(24:33):
like all of that stuff that we are trying to get across
in order for them to make a purchase from us.
And that's the whole point whenever you get a new lead
in your area, that's what you want to do, right?
- Yeah, absolutely.
- This next one is, you know, after someone buys from you.
So once someone does make a purchase,
(24:53):
we typically like to set up a post purchase flow
for like really starting off right off the bat,
delighting anyone who has bought from you
because we want them to come back.
And we also know that those are the easiest group of people
that you're gonna get a sale from,
moving forward at costless, to get a repeat purchase,
(25:14):
then a new customer, and they're more likely
to spend more on you.
So you kind of want to not just use the post purchase flow
to push for them to buy again,
that's a very, like, good line you want to dance.
You really want to focus on delighting them
following up with them, making sure
(25:35):
that they did enjoy their experience with you
and, you know, making sure that you are continuing
to give them a great experience with their company
so that they do come back.
- Yeah, definitely.
It's about that positive association with your brand.
So rewarding them for the behaviors
that we want to see from them.
(25:56):
- Yeah.
- And actually, you know, they're warmed to your brand
and hopefully they're gonna give you some good feedback
and actually this is a perfect time
that if it hasn't been such a great experience
then you can fix it.
So we want to be in that space of once they've purchased,
we want to be in their world
(26:17):
and understanding how it's going for them
and whether we can encourage that follow-up purchase as well.
- Yeah, you want to be proactive too instead of reactive, right?
So if there is an issue with their shipping
or whatever, you want to be giving that information
of what they can do if X, Y, Z happens.
That's also going to create more brand trust
(26:39):
and brand loyalty, right?
- Yeah, absolutely.
What's next?
We have re-engagement flow for inactive subscribers.
So now you're going to know through your email platform
who is not interacting with you.
And these are people that we want to re-engage them
(27:01):
because they're not interacting with your brand as a whole.
So what we can do here is re-engaging through a flow
that sends them windback emails,
essentially encouraging them to come back for whatever reason.
We don't know at this point
and through your windback flow,
you could be asking the questions around
(27:23):
if you'd love to know, not where did you go,
but understand what their reasons are for perhaps
their disengagement.
It could be that your products,
is they've purchased a product from you, such as a mattress,
and then they don't need another mattress for a while.
So it could be the nature of the product.
(27:44):
However, we want to be ensuring that we're doing everything
possible and remember these are automated.
So you're not having to do these manually.
These lows are picking up people that are showing signs
or are disengaged with your brand.
So this is one that we encourage you to have set up
that just automatically emails people
(28:08):
that are disengaged.
- Yeah, and another, you know, you're absolutely right
in that they can give you insights
into how you can improve your campaigns or flows
in order to windback more people.
And so less people are entering these flows.
They also are great to make sure that your deliverability
stays high and we are moving people off of the list
(28:32):
who are not engaging and are not going to engage,
which is also very important.
The health of your list that we've talked about
in other episodes is super important.
So these flows also help you to identify those people
who you put them through these flows.
They don't engage with them.
All right, we get the hint.
(28:52):
It's not time.
It doesn't mean that they're not going to join your list again.
It means that you're taking care of the health of your list
and how you're showing up in the inbox,
which is super important by either setting them aside,
excluding them from future campaigns
or suppressing their profiles for now.
- Yeah, absolutely.
- The last flow we have is VIP and high spending segments,
(29:14):
which you kind of already talked about.
I mean, you can set up a flow.
It when somebody does, you know, make that purchase
that sets them into, you know, a VIP status
and send them, you know, maybe exclusive content just for them
to really delight them even further, right?
- Yeah, I mean, you could do all sorts of things here,
(29:36):
whether you're a service provider or e-commerce.
So it could be that you give them sneak peek
behind the scenes of your business.
It could be that you give them early access
to a new product or service or to a sale.
It could be that you give them something back.
So you're rewarding them with it could be an offer
or it could be something tangible that you send them.
(29:58):
- Regist.
- Yeah, freaky is what really well.
- Oh yeah, and I think those are kind of
a last art these days.
I'm like, man, try it, right?
Try it.
- Absolutely.
I mean, it depends, again, it depends on what you offer,
but service providers, it doesn't have to be
that you something's tangible.
It could be that you have a free strategy call
(30:21):
that you're giving back to your--
- Give me 20 minutes.
- Yeah, exactly.
So there are things it's about getting creative
about what you can do to help cherish
and nurture those really high spending segments
because we want them to be feeling looked after and special.
(30:41):
And these guys might be a tiny proportion of your base,
but they are probably worth the most.
If you add up what they've spent on, yeah.
- Oh, yeah.
- They're the general amount.
- Yeah.
These guys are important to you and your business, right?
So first of all, let's find out who they are.
(31:01):
And then it's usually around 10 or 20% of your business.
It might even be smaller,
but these guys are very valuable.
So think about how you much treat them differently.
I always say to all my clients that recognize who your VIPs are
and do something different for them.
And there's so many different things you can do,
(31:22):
but at least identifying them is a really good step forward.
- Absolutely.
And they also are gonna be your biggest--
I know that my VIP clients, they are my biggest cheerleaders
and they bring me clients too.
So you can even give them incentives.
If they, you know, mentioned you or recommend you to someone,
(31:46):
things like that because they are,
it's really easy to also get clients from their network of people.
So something needs to think about as well.
All right.
Let's move on to building a campaign strategy off of segments.
Now remember, Clara and I say,
this is maybe a little bit more advanced,
(32:08):
extra effort after time,
but say you are launching a new product, you know,
or having a sale.
I would say that would might be the first thing that you do
as far as segmenting with campaigns.
What about you, Clara?
How would you get them started on this?
- Yeah, I mean, like we said at the start,
(32:30):
we don't want you to feel overwhelmed with this,
but if you were to, if you're curious to speak to,
if you look, if you were to look at your email list
and think about who's on there,
even just actually going through the emails
and thinking about who might be on my list,
you know, think about a natural grouping.
And if you can't think of any,
then start with maybe who are new customers
(32:52):
versus repeat buyers.
And you can send them a one off campaign,
like Black Friday is coming up,
and this is a perfect opportunity to do something
for these guys in a different way.
So it could be that you give your repeat buyers
a loyalty discount.
You know, thank you for being a wonderful client of mine.
(33:17):
Here's a special offer if you were deemed by X-Dates.
Or you might decide, actually,
you want to get more new customers in
and therefore you give a special first time offer,
one time only to new customers.
So there are lots of different ways
that you can really start to segment your audience
(33:40):
and send them the relevant campaigns,
but promotions are one of them.
So targeted offers for those segments.
- What's great about that is, you know,
I have a lot of clients who are like,
I don't want to give like two deep of a discount,
you know, to the whole list, you don't have to.
You know, if 20% is a lot for you
(34:00):
and you don't want to offer it to everyone,
you know, just offer it to a segment, you know?
So it's even less people.
And I would, you know, maybe use that on your new leads,
typically it's harder to get that first sale.
So you may want to, you know,
try to go the extra mile in order to secure that first purchase
from them because you know that they're gonna keep coming back.
(34:23):
So that's what's also really nice about segmenting
during sales, you know, you could have,
you could just have sales for just, you know,
one segment, you don't have to do a whole, a sale for everyone.
I mean, I've given discount codes to repeat customers
and when I say in those emails,
you're a repeat customer because, you know,
(34:43):
because you come back time and time again,
here's a discount code for free shipping.
Those emails do so well.
I mean, they're your repeat customers,
but they love to be like special.
They love to be like called out and be like told,
you know, you're special to us.
So here's something for you.
Yeah, and you know, if you're a service provider thinking,
what can I do for my, my audience?
(35:05):
You might have a handful of repeat past clients
and may not have heard from them in a while.
So you could go back to them with a special offer just for them
to say I've really enjoyed working with you.
I'd love to book in a strategy call
or a follow-up call with you just to see how things are doing.
Here's a discount code.
Yeah.
Reward them for their loyalty.
(35:26):
So that goes a long way.
I haven't tried this yet, but this has also been on my mind
for those people that I have had discovery calls with
and who just decided it wasn't the right time for them.
You know, I think that's something I might reach out to
at some point as well as like, hey, like we had a discovery call.
It wasn't the right time for you.
(35:48):
And even just like checking in on them and being like,
how's it going?
Do you need any support?
You don't even have to offer them something,
but even just a check-in can prompt them to be like,
oh yeah, we're meaning to get in touch with you.
Yeah, absolutely.
There's so much you can do and it's just about really understanding
your list and even if you don't have any data,
(36:08):
even if it's like very limited, there are simple ways to get started.
Like we said, new versus returning.
What about seasonal and interest-based emails?
What about for you?
Do you know something about our audience?
What can we do?
Yeah, like I said,
look, I had mentioned with like the plant companies that I worked for,
(36:30):
you know, for those new leads.
I would send them campaigns specific to what plants,
you know, they should be planting at that time of year wherever they live.
So even nurture campaigns that were educational and informational,
informational depending on again, where they lived
(36:52):
and what they should be doing in order in their garden at that time of year.
And even those campaigns brought in a lot of sales,
even if I wasn't like necessarily selling products.
But just because it was so relevant and valuable to them,
don't forget that like value is the, I mean, I mean,
I can't speak for you, Clara,
(37:12):
but like giving value to your subscribers is like,
always my number one goal in my email marketing accounts,
like managing my clients.
How can I help my subscribers with where they are specifically
in their life or what's going on specifically for them?
So maybe another moment to take a step back and being like,
(37:35):
you know, where are the different groups of people?
What are they doing right now, wherever they live or whatever it matters
for your product or service?
And what emails can I send that really help them specifically,
you know, go from here, from A to B, you know,
even if it's just a small amount of growth.
Yeah, absolutely.
(37:55):
And it's just about going back to like what are your goals as a business?
Like for the seasonal interest based campaigns,
I have a client who is a music events company.
And digging into their segments, I realized, you know,
working with their team that we identified a group of people
that are going just for free events versus paid.
(38:16):
So we pulled those out as a segment aspects of them differently
because the message for them is,
we know you're interested in free events and it wasn't these words exactly,
but we identified they hadn't purchased a paid event yet,
so we could upsell them paid events.
So they had a specific goal as a segment to get them to actually start,
(38:41):
you know, let's get you buying some tickets to events
and try and see if we can interrupt or disrupt their behavior
around free events.
So there's some interesting things you can look at
once you start to get to know your list a bit better.
And a lot of this can be done within your email platform.
(39:01):
Like I discovered that through Clavio just looking at, you know,
behaviors within the list.
So there's definitely things you can do.
And then don't forget we have Christmas coming up as well.
You might have special Christmas seasonal events.
Your business might be entirely focused on Christmas
and therefore it's, you might then be segmenting according to gift type
(39:27):
if you're a gift company, for example.
There's so many ways to segment.
It just has to be relevant to your business.
Like don't segment 20 different ways just for the sake of it
because that will just be a nightmare for you and a lot of work.
Think about who will benefit from this and how will you speak to them differently
(39:47):
and does it align to your overall, you know, your overarching goals?
Exactly.
I think like you can't really make a wrong decision on who to segment and when.
If you are like, okay, we want, if you're, if you're taking a step back
and you're like, okay, this month, we're going to really focus on acquiring
(40:07):
new customers who haven't purchased from us yet.
What are all of the different ways where all of the, you know,
different emails that we could send or even flows that we could set up
or just tweak in order to increase our new lead acquisition by, you know, 10% or whatever.
So as long as you are intentional and targeted and then, you know, again, curious
(40:31):
and trying different things and ready to read the data to really see what works
and what doesn't work so that when you need a bump in sales again
or you're seeing a little drop off with new leads or whatever it is,
you know exactly what you can do in order to increase that engagement
with that group of people.
(40:51):
Yeah, absolutely.
So, you know, see segmentation as an opportunity to get even more personalized,
get re, you know, better understanding of your list,
a way to speak to those specific segments,
according to their behaviors or their demographics, their interests.
(41:12):
Yeah, see as a kind of evolution of where you are currently
and how you can really progress your email marks.
Yeah.
And we're excited as you give it a go.
Be sure to reach out to us if you have any more questions about segmentation
or if you have any thoughts.
Anything that has also worked for you.
(41:32):
We'd love to hear about it because that will only help more of our listeners,
you know, with all of the ideas that we have with our clients, you know,
anything that's worked for you can also help other small businesses.
So, we hope you've enjoyed this episode.
I think I hope this has helped all of your segmenting woes
(41:53):
and has inspired you to either start segmenting or, you know,
maybe it's something that you'll do in the future.
And then when you are ready to give it a go,
come back to this episode,
and then you can really listen to it so that you can give it a go for your email marketing account.
Yeah, thanks so much for listening.
And, and do drop us a note if you have any questions around segmentation
(42:14):
or email marketing topics more broadly.
But yeah, thank you so much.
We'll see you on the next episode.
Bye, guys.
Bye.
You've just listened to females across the pond and beyond podcasts
with your hosts Clara and Angie.
(42:35):
If you like our content, don't forget to subscribe,
rate and review us on the platform of your choice.
Is there something you want to hear about for our next episode?
Email us at females across the pond at gmail.com to let us know.
Until next time.
(upbeat music)
(upbeat music)
(upbeat music)
(00:02):
- Welcome to the Females Across the Pond and Beyond podcast.
Hi, I'm Clara.
- Hi, I'm Angie.
We're here to share all things email and beyond.
We go through the trials and tribulations
of running your own business,
being your own boss and sending your own email marketing.
- As email marketing experts,
we're dedicated to helping small businesses thrive
(00:24):
so they can have more freedom in their business.
- Ready to get started?
Let's dive into the episode.
(upbeat music)
- Hello and welcome to the next episode
of Females Across the Pond and Beyond.
This episode is another question
(00:45):
that we get asked time and time again.
Angie, Clara, what's up with segmentation?
How do I know when to start segmenting?
How do I start segmenting?
So we are going to just go over as much of that
as we can today.
But before we do that, let's dive into a little catch up.
What's been going on with you, Clara?
(01:05):
How's your week been or weekend?
How's it going over the UK?
- Yeah, good.
Busy week, last week.
Just trying to wrap up on some projects
and finish off others.
Yeah, I think in terms of the weekend,
(01:27):
it was actually really good.
We went through an immersive experience for War of the Worlds.
I don't know if you've heard of that.
Interesting.
It was really good fun.
I did scream a few times.
(laughing)
Because it was deunexpected.
But basically it's like a whole immersive experience
so you go through with other people,
(01:48):
you go into a group and you go through this kind of journey.
Some of it's virtual reality.
So you're on with these headsets
and one of the scenes is when you're in a boat
and you actually get water thrown on you.
So it's a bit...
(laughing)
It's kind of like, who ever is doing that, stop.
(02:11):
(laughing)
- That's hilarious.
- And then you have to go down a slide.
It's kind of all really random
and there was a lot more screaming
and there was one scene that you're in the dark
and there's aliens at the window attacking you.
- Oh my gosh.
- It's quite scary.
So yeah, the waiver was like,
do not do if you have heart conditions.
(02:31):
- Oh, yeah.
(laughing)
- That's cool.
- But yeah, it was cool.
- Yeah, it was such fun.
I really recommend it.
But how about you?
How was your weekend?
- It was good.
Well, okay.
It was, yeah, it was good and it was not good.
We basically were in the car for like 24 hours.
In the past in like 72 hour time,
(02:54):
we went to a wedding out in Massachusetts.
That's about a 10 and a half hour drive
for us here in Michigan.
We didn't fly because, oh my gosh, it is so expensive.
It would have been like at least $1,000 for us to fly
just to go to a wedding and...
- Wow.
- I was like, you know what, in this instance,
I'm gonna trade my time for money.
(03:16):
(laughing)
Because I don't want to spend that much on a flight.
- That surprises me because like you think
internal flights for you guys would be cheaper.
- They're so expensive, Clara.
And you know, we were kind of talk because she,
Clara says, oh man, you guys just drive so much.
And I think the reason is,
A, we don't have a really good train system.
(03:37):
And B, our internal flights are incredibly expensive.
It is so expensive to fly anywhere in the United States.
Even if I just wanted to fly to like Columbus or Washington,
DC or, you know, in this case Massachusetts,
which is just like an hour and a half flight, you know,
$1,000 for two people round trip.
(03:58):
Like, no.
- That's a lot.
- Yeah.
- Yeah.
- That's crazy, though, that you have to drive that far,
but is the drive nice?
Is it scenic?
- Oh, it's beautiful, you know?
It is like the foot hills of,
the mountain range, the Appalachian mountain range,
gets started up there in Connecticut
(04:20):
and Pennsylvania is also gorgeous.
So it is nice, but we kind of hit the tail and a fall here.
So there were some trees that still had like beautiful coloring
and leaves, but a lot of the trees were bare.
And I was like, man, if this was just two weeks before,
this would be just like the picturesque,
(04:41):
beautiful fall scenery that you see in the movies
that covers New England.
It is really gorgeous this time of year.
So, and you know, I don't mind a long car ride.
I worked a lot.
So it's nice to kind of have nothing to do.
And so you just are like, all right,
I mean, they're gonna read a book and listen to podcasts
or maybe just like knock some to-do's off my list.
(05:04):
- Oh wow, you can actually work in the car.
I get sick.
- I can be.
- Yeah.
- Can't open that.
- It's actually nice because I can like really focus
on that all of a sudden like three hours go by.
And I'm just like, yeah.
- Okay.
- That's good.
That's a good skill.
I guess it depends on the terrain if it's straight,
but if you're going uphill, there's no way out the-
(05:25):
- It's a pretty straight shot.
It's like one highway that basically takes you all the way
to New England.
So, yeah.
- That's such a nice thing to do as well to drive that all that way
to see people get married.
Yeah, but we're done.
No one.
- No, whoever's getting married, we're not driving.
(05:46):
We're not going.
We've already decided that.
We're like, we have kids now.
Like we can't be taking long trips like this and doing this.
So, yeah.
- Yeah.
- Yeah.
But anyway, let's get on to segmentation because,
you know, let's do it.
That's a lot of people do ask us about it,
which is pretty smart because segmenting campaigns
(06:10):
do, on average, have an increase of like,
well, right now the stat that we have here is 760% increase
in revenue.
When you segment campaigns and emails,
the magic of email marketing is in personalization,
is in the fact that you can separate out your subscribers
(06:31):
and really talk to them,
pertaining to where they are in the buyer's journey with you,
which is super powerful.
You know, people love to, you know, be told,
hey, you bought for us before and we're going to give you
this discount to use on your second purchase.
Like even just saying those second purchase
or you bought for us is super powerful.
So, before we really dive into what to do and when to do,
(06:55):
when should businesses start segmenting?
How do you know it's time?
What would you say to a business owner who asked you that, Clara?
- It's a great question and it comes up a lot.
And my view is that if you are a service provider
and you've got a small list,
unless you know where those people have come from
(07:18):
and it might be there's a bunch of people on your list
that have come from a webinar you ran or an event
and of course you can segment them according to
what you know about them.
But let's say that people are coming onto your list
through your lead magnet and that's all you know about them.
Then at this, I would say that you've got to think about
(07:39):
what your overarching goal is for segmenting.
Why do you want to segment in the first place?
Is it that you want to offer them something different
to the rest of the group?
As a service provider, I personally don't think there's any value
in segmenting with a very small list.
As you start to grow, there is value
(08:00):
because it might be that that one specific segment
might be your high values and will come onto all the,
all that we mean here but each segment might have
represent different opportunities for you.
But when it comes to e-commerce,
I think you're gonna know a little bit more about
your customers.
(08:22):
So what have they purchased or what have they not done?
So you can start to put them into buckets
and I guess what we mean by segments is
categories or buckets of people
that have got commonalities in some shape or form.
So they've done something or they have attended something
or they've not done something.
(08:42):
We can start to categorise people.
So with e-commerce brands, I'd say there is value
in segmenting, particularly if they've bought
specific product before.
But I would say my message to service providers
is don't get bogged down in this if you haven't done it yet.
This is more about thinking your longer term strategy
(09:03):
and how you're gonna start to speak
to these different segments.
So that's my view.
- Yeah, and I think, I agree with you.
A lot of times I see small business owners
just struggling to be consistent with emails.
And I always tell my clients that
worry about segmentation once you feel really comfortable
(09:23):
with your email marketing and you're good
sending weekly emails.
Then we can start doing more advanced things,
but depending on what you're looking to sell,
where you wanna move the needle for your business that month,
how you're gonna increase revenue,
everything with email marketing should come
from your overall marketing plan designed to grow
(09:47):
your business or grow your sales for any given month or quarter
and then work backwards from that.
But yeah, I would say focus on being consistent first.
And also if that feels like, oh gosh,
this is an extra thing that I need to do, don't do it.
You don't need to do it.
You can still make money from sending to your list.
(10:09):
I mean, we say don't spray and pray,
but we're really talking about people who have like thousands
and thousands of subscribers here.
So if you're a list of that, then no need to worry yet.
- Yeah.
- Yeah.
So hopefully that helps.
You all make these decisions.
But for those of you that do have,
maybe thousands of people on your list
(10:31):
and you're in e-commerce,
or maybe you're a service provider
and you wanna offer something to different groups of people
on your list.
Let's get into those basic segments
that they can start with.
- Yeah, absolutely.
So one simple approach you might wanna take
is look at your new customers versus returning.
(10:54):
So as a service provider,
you're gonna know the people on your list
that you've worked with before.
So you might maybe segment them out
as past or existing clients.
And then new people are essentially your leads, right?
So they haven't ever worked with you before.
So you might decide,
and this is something I do at Christmas actually,
is I give a little separate message
(11:16):
to past or existing clients.
And sometimes I give them maybe something back
or I give them a special bonus
or something to thank them
because I want them to feel special.
But then my new people that are new to me,
I want to speak to them in a different way.
(11:36):
So think about the way that as a service provider
what would work for you in terms of
what kind of messaging and offers
would you give these different segments?
So are you gonna reward someone for their loyalty
and therefore coming back to you?
You're gonna give them a different offer.
Are you gonna give new people an offer?
(11:57):
What about people that spend a lot of money with you
on e-commerce side?
What if you've got people that are considered
to be your very best customers?
How are you gonna treat them?
And then on the other side of the spectrum,
how about those that aren't spending at all with you?
They're not doing anything.
(12:17):
How do we want to treat them?
So there are some simple ways to think about segmenting
based on people's behaviors.
I think that's a good starting point, right?
- Absolutely.
I at least always start segmenting with engaged lists
to like how they're behaving inside your email account.
(12:41):
Are they opening emails?
Are they engaging with your emails?
That's another really basic way to start segmenting.
You could send emails to your most engaged subscribers.
They're opening them.
Do you offer them something?
And then going deeper, if they're a new lead,
(13:02):
there's a segment that I kinda learned about recently
that's like, hasn't bought from you
and has been on your site at one point in the past two weeks.
You know that they're browsing your stuff?
Why not send them something?
Why not give it a go?
So I think engagement can also be very powerful,
(13:22):
a very powerful way to start segmenting.
Some other ways,
are by demographics, right?
I think if you're in the e-commerce space,
locations sometimes depending on what you're selling.
So I used to work for a bunch of plant companies, right?
(13:44):
So, you know, there were plants in the winter,
we'd be pushing annuals and corennials more to our Southern states,
the people who could still plant and grow.
You know, if we were gonna send those emails to people,
you know, where I am in Michigan in December
(14:05):
to like buy your flower, nobody's gonna buy, you know?
And they're gonna be like, why am I getting this email?
So location could also be something really important
for you depending on what you sell.
And also like that it goes along to with, you know,
(14:26):
gender or age, if you know these things,
it really depends on what you know about your customers
and clients as well.
And sometimes, you know, some email accounts
will have that information.
Clavio has like a predicted gender segment
that you can create where it predicts
what the person's gender is and I don't know how accurate that is.
(14:49):
Yeah, interesting.
Yeah, interesting.
Yeah, yeah, it is.
And I think, I think with location,
it's an interesting one because it's only relevant
if it's relevant to your business.
So, so far, yes.
Like a global business that operates completely remotely
(15:10):
and you have no install and stores.
Then location is interesting,
but how important is it to the messaging you have in your email?
So where it could be important is let's say you run
an e-commerce store that wants to meet people
(15:32):
in the local area to a specific city, for example,
then you might want to look at those in a specific city
on your email list and send them a specific email to say,
"Hey, we're meeting up in this location.
We'd love to meet you.
We know that you live in and around this area.
We'd love to connect."
(15:54):
So, I think location could be very powerful
if it means something to your business and it's relevant.
But to me, personally, I don't use location
other than perhaps, oh, I'm interested to see how many people,
where people are from on my list.
I don't necessarily segment according to location.
Like I won't say something different to those
(16:15):
in the States versus the UK, for example.
So, I think it just depends on what is relevant
to your business.
- Yeah, and I think when you are first starting to segment,
it's really important maybe to even just sit down
and be like, what is important?
As far as my products and the attributes of my products,
(16:39):
and who would actually buy my products
at certain times of the year or certain times
in the buyer's journey,
and really have a good overview of how it would be important
to split off some people or to at least pick out those groups
and possibly use them in your marketing.
(17:01):
So it might just be worth it to take a step back
and be like, does location matter to me and why?
No, okay, does their age matter to me and why?
No, okay, does their gender?
Does the fact that they're a new customer versus
a returning customer?
I guess, I think that matters to everyone.
But there are things that aren't gonna matter to you
that maybe matter to somebody else.
- Yeah, absolutely.
(17:22):
Where age could be interesting is let's say
you're a brand that sells alcohol and maybe it's important
that you are only speaking to people over 18.
For example, 21 in certain states, I believe,
in the US.
So age for me isn't important for my business,
(17:42):
but it might be depending on the kind of product
or service you sell.
So think about, take some time to think about,
as Angie says, what segments, what's important to your business?
We don't want you to segment for the sake of it
because there's no need, right?
You don't need to segment by location
if it's not relevant to you.
But think about what kind of natural categories exist
(18:06):
in your business and possibly on your email list
that you could start to put people in into.
So these are just some suggestions.
There might be others unique to your business,
but these are certainly some of the basic ones
to get started with.
Yeah, and then I also want to give a shout-out
to your email platform, because depending on what you're using,
(18:30):
I know at least Clavio has recommended segments
and will give you a really good outline
of how to build certain segments based on what you need.
And I also know that there are,
maybe we should talk about this,
the difference between a dynamic segment
(18:51):
and a static segment,
because I also know that there are some email platforms
that don't actually do dynamic segments,
which, to me, I'm like...
- So Clavio. - That's helpful.
- Yeah, exactly.
So Clavio is a good example of a platform that does do this
(19:11):
from my own experience and angies.
So a static segment is essentially,
think of it as like a snapshot or like a moment in time
where you are looking at a segment as it is today.
But imagine if you want to keep this segment
as a segment you'd like to continue to speak to in the future,
(19:33):
and it could be that people move in and out of that segment
according to what they're doing, right?
So, for example, let's say that you have one segment
that is your very best customers
and your definition of that might be,
they've spent five times on our website, for example.
Let's say that someone has only spent four times
(19:57):
this year on your website,
they fall out of that particular segment.
So what we mean by dynamic is basically a criteria
that is applied according to the moment
that something is or isn't achieved by the customer.
So think of static as a snapshot a moment in time
(20:20):
and think of your dynamic list as something
that is fluid and can change.
I hope that makes sense.
- Yes, no, that is completely, that's exactly what it is.
So you'll want to make sure that something to look out for
for sure because you could have a segment
but if it's not being automatically updated
(20:42):
by the email platform,
then anytime you want to use that segment,
just know that you're going to have to manually update it
before you use it if they just do static segments.
And sometimes the platforms, they don't offer dynamic segments
until you are in some sort of tiered or paid version with them.
(21:03):
So not all, like the free, I think, I don't know,
I don't know which platform specifically,
but I think that there are some that in their free versions,
they don't offer dynamic segments.
So it's just something to be aware of if you're going to start
segmenting, make sure you look at your platform
and see, does it use dynamic segments
and I paying for dynamic segments
(21:24):
or is this available in the plan that I have?
- Yeah.
- All right, moving on.
Okay, so, oh, I also have here as a last point
for easy ways to start segmenting,
is setting up segmentation tests,
how to test segmentation or targeting a small segment
(21:45):
with a tailored email.
I think so many things with email marketing,
like you should absolutely just be testing and like,
stay curious, you don't really know if something is going,
you don't know if a segment is like worth you
sending an email to unless you send the email
and you see the reaction that you get.
(22:05):
I mean, now if there could be so many factors
that play into that.
But so much of it is testing and just being curious
and seeing what works and what doesn't work, right?
- Yeah, and I guess to think about the questions
that I've had in the past around how many segments
to the right, you know, what's the right number?
And I think start simple and think about
(22:28):
when you are creating separate segments,
you're gonna be creating a little more work for yourself.
So start really, really simple,
create just one segment, small segments begin with.
And send them a different message
and see how that performs because on the whole,
we do see improved results.
- Yeah.
(22:48):
- But there is a little bit more effort in setting it up.
- Yeah, it's gonna be more of your time and your energy.
So, but totally worth it as we see as the data shows.
Okay, let's talk about, you know,
there's two ways that you can use segments, right?
(23:08):
And one of them is building flows off of segments,
which to me, it's kind of like the first segmentation
that a lot of my clients do without even knowing
that they're doing it is triggering flows off of an action
that somebody took, which in theory puts them into a segment,
puts them into a group of people
that have taken this action on your site
(23:31):
and they get sent an email, an automated email accordingly.
So, let's talk about those basic flows that come from segments.
- Yeah, I mean, so you've got your,
you talked about new subscribers earlier.
So you've got your welcome flow.
So this is essentially a series of emails
(23:52):
that helps onboard your new subscribers
and they introduce you, introduce them to your brand
and whether it's a service that you're selling
or your key product.
So welcome is one of the most well-known
and one, I'd say one of the first to set up, really,
(24:12):
because it's the first impressions count.
So your welcome flow is in effect just for new subscribers.
- Yeah, and it's usually designed to nurture them, right?
It's to help them get to know, like,
and trust your brand.
We typically put, you know, letters from the owner in there,
we talk about the mission, the values,
(24:33):
like all of that stuff that we are trying to get across
in order for them to make a purchase from us.
And that's the whole point whenever you get a new lead
in your area, that's what you want to do, right?
- Yeah, absolutely.
- This next one is, you know, after someone buys from you.
So once someone does make a purchase,
(24:53):
we typically like to set up a post purchase flow
for like really starting off right off the bat,
delighting anyone who has bought from you
because we want them to come back.
And we also know that those are the easiest group of people
that you're gonna get a sale from,
moving forward at costless, to get a repeat purchase,
(25:14):
then a new customer, and they're more likely
to spend more on you.
So you kind of want to not just use the post purchase flow
to push for them to buy again,
that's a very, like, good line you want to dance.
You really want to focus on delighting them
following up with them, making sure
(25:35):
that they did enjoy their experience with you
and, you know, making sure that you are continuing
to give them a great experience with their company
so that they do come back.
- Yeah, definitely.
It's about that positive association with your brand.
So rewarding them for the behaviors
that we want to see from them.
(25:56):
- Yeah.
- And actually, you know, they're warmed to your brand
and hopefully they're gonna give you some good feedback
and actually this is a perfect time
that if it hasn't been such a great experience
then you can fix it.
So we want to be in that space of once they've purchased,
we want to be in their world
(26:17):
and understanding how it's going for them
and whether we can encourage that follow-up purchase as well.
- Yeah, you want to be proactive too instead of reactive, right?
So if there is an issue with their shipping
or whatever, you want to be giving that information
of what they can do if X, Y, Z happens.
That's also going to create more brand trust
(26:39):
and brand loyalty, right?
- Yeah, absolutely.
What's next?
We have re-engagement flow for inactive subscribers.
So now you're going to know through your email platform
who is not interacting with you.
And these are people that we want to re-engage them
(27:01):
because they're not interacting with your brand as a whole.
So what we can do here is re-engaging through a flow
that sends them windback emails,
essentially encouraging them to come back for whatever reason.
We don't know at this point
and through your windback flow,
you could be asking the questions around
(27:23):
if you'd love to know, not where did you go,
but understand what their reasons are for perhaps
their disengagement.
It could be that your products,
is they've purchased a product from you, such as a mattress,
and then they don't need another mattress for a while.
So it could be the nature of the product.
(27:44):
However, we want to be ensuring that we're doing everything
possible and remember these are automated.
So you're not having to do these manually.
These lows are picking up people that are showing signs
or are disengaged with your brand.
So this is one that we encourage you to have set up
that just automatically emails people
(28:08):
that are disengaged.
- Yeah, and another, you know, you're absolutely right
in that they can give you insights
into how you can improve your campaigns or flows
in order to windback more people.
And so less people are entering these flows.
They also are great to make sure that your deliverability
stays high and we are moving people off of the list
(28:32):
who are not engaging and are not going to engage,
which is also very important.
The health of your list that we've talked about
in other episodes is super important.
So these flows also help you to identify those people
who you put them through these flows.
They don't engage with them.
All right, we get the hint.
(28:52):
It's not time.
It doesn't mean that they're not going to join your list again.
It means that you're taking care of the health of your list
and how you're showing up in the inbox,
which is super important by either setting them aside,
excluding them from future campaigns
or suppressing their profiles for now.
- Yeah, absolutely.
- The last flow we have is VIP and high spending segments,
(29:14):
which you kind of already talked about.
I mean, you can set up a flow.
It when somebody does, you know, make that purchase
that sets them into, you know, a VIP status
and send them, you know, maybe exclusive content just for them
to really delight them even further, right?
- Yeah, I mean, you could do all sorts of things here,
(29:36):
whether you're a service provider or e-commerce.
So it could be that you give them sneak peek
behind the scenes of your business.
It could be that you give them early access
to a new product or service or to a sale.
It could be that you give them something back.
So you're rewarding them with it could be an offer
or it could be something tangible that you send them.
(29:58):
- Regist.
- Yeah, freaky is what really well.
- Oh yeah, and I think those are kind of
a last art these days.
I'm like, man, try it, right?
Try it.
- Absolutely.
I mean, it depends, again, it depends on what you offer,
but service providers, it doesn't have to be
that you something's tangible.
It could be that you have a free strategy call
(30:21):
that you're giving back to your--
- Give me 20 minutes.
- Yeah, exactly.
So there are things it's about getting creative
about what you can do to help cherish
and nurture those really high spending segments
because we want them to be feeling looked after and special.
(30:41):
And these guys might be a tiny proportion of your base,
but they are probably worth the most.
If you add up what they've spent on, yeah.
- Oh, yeah.
- They're the general amount.
- Yeah.
These guys are important to you and your business, right?
So first of all, let's find out who they are.
(31:01):
And then it's usually around 10 or 20% of your business.
It might even be smaller,
but these guys are very valuable.
So think about how you much treat them differently.
I always say to all my clients that recognize who your VIPs are
and do something different for them.
And there's so many different things you can do,
(31:22):
but at least identifying them is a really good step forward.
- Absolutely.
And they also are gonna be your biggest--
I know that my VIP clients, they are my biggest cheerleaders
and they bring me clients too.
So you can even give them incentives.
If they, you know, mentioned you or recommend you to someone,
(31:46):
things like that because they are,
it's really easy to also get clients from their network of people.
So something needs to think about as well.
All right.
Let's move on to building a campaign strategy off of segments.
Now remember, Clara and I say,
this is maybe a little bit more advanced,
(32:08):
extra effort after time,
but say you are launching a new product, you know,
or having a sale.
I would say that would might be the first thing that you do
as far as segmenting with campaigns.
What about you, Clara?
How would you get them started on this?
- Yeah, I mean, like we said at the start,
(32:30):
we don't want you to feel overwhelmed with this,
but if you were to, if you're curious to speak to,
if you look, if you were to look at your email list
and think about who's on there,
even just actually going through the emails
and thinking about who might be on my list,
you know, think about a natural grouping.
And if you can't think of any,
then start with maybe who are new customers
(32:52):
versus repeat buyers.
And you can send them a one off campaign,
like Black Friday is coming up,
and this is a perfect opportunity to do something
for these guys in a different way.
So it could be that you give your repeat buyers
a loyalty discount.
You know, thank you for being a wonderful client of mine.
(33:17):
Here's a special offer if you were deemed by X-Dates.
Or you might decide, actually,
you want to get more new customers in
and therefore you give a special first time offer,
one time only to new customers.
So there are lots of different ways
that you can really start to segment your audience
(33:40):
and send them the relevant campaigns,
but promotions are one of them.
So targeted offers for those segments.
- What's great about that is, you know,
I have a lot of clients who are like,
I don't want to give like two deep of a discount,
you know, to the whole list, you don't have to.
You know, if 20% is a lot for you
(34:00):
and you don't want to offer it to everyone,
you know, just offer it to a segment, you know?
So it's even less people.
And I would, you know, maybe use that on your new leads,
typically it's harder to get that first sale.
So you may want to, you know,
try to go the extra mile in order to secure that first purchase
from them because you know that they're gonna keep coming back.
(34:23):
So that's what's also really nice about segmenting
during sales, you know, you could have,
you could just have sales for just, you know,
one segment, you don't have to do a whole, a sale for everyone.
I mean, I've given discount codes to repeat customers
and when I say in those emails,
you're a repeat customer because, you know,
(34:43):
because you come back time and time again,
here's a discount code for free shipping.
Those emails do so well.
I mean, they're your repeat customers,
but they love to be like special.
They love to be like called out and be like told,
you know, you're special to us.
So here's something for you.
Yeah, and you know, if you're a service provider thinking,
what can I do for my, my audience?
(35:05):
You might have a handful of repeat past clients
and may not have heard from them in a while.
So you could go back to them with a special offer just for them
to say I've really enjoyed working with you.
I'd love to book in a strategy call
or a follow-up call with you just to see how things are doing.
Here's a discount code.
Yeah.
Reward them for their loyalty.
(35:26):
So that goes a long way.
I haven't tried this yet, but this has also been on my mind
for those people that I have had discovery calls with
and who just decided it wasn't the right time for them.
You know, I think that's something I might reach out to
at some point as well as like, hey, like we had a discovery call.
It wasn't the right time for you.
(35:48):
And even just like checking in on them and being like,
how's it going?
Do you need any support?
You don't even have to offer them something,
but even just a check-in can prompt them to be like,
oh yeah, we're meaning to get in touch with you.
Yeah, absolutely.
There's so much you can do and it's just about really understanding
your list and even if you don't have any data,
(36:08):
even if it's like very limited, there are simple ways to get started.
Like we said, new versus returning.
What about seasonal and interest-based emails?
What about for you?
Do you know something about our audience?
What can we do?
Yeah, like I said,
look, I had mentioned with like the plant companies that I worked for,
(36:30):
you know, for those new leads.
I would send them campaigns specific to what plants,
you know, they should be planting at that time of year wherever they live.
So even nurture campaigns that were educational and informational,
informational depending on again, where they lived
(36:52):
and what they should be doing in order in their garden at that time of year.
And even those campaigns brought in a lot of sales,
even if I wasn't like necessarily selling products.
But just because it was so relevant and valuable to them,
don't forget that like value is the, I mean, I mean,
I can't speak for you, Clara,
(37:12):
but like giving value to your subscribers is like,
always my number one goal in my email marketing accounts,
like managing my clients.
How can I help my subscribers with where they are specifically
in their life or what's going on specifically for them?
So maybe another moment to take a step back and being like,
(37:35):
you know, where are the different groups of people?
What are they doing right now, wherever they live or whatever it matters
for your product or service?
And what emails can I send that really help them specifically,
you know, go from here, from A to B, you know,
even if it's just a small amount of growth.
Yeah, absolutely.
(37:55):
And it's just about going back to like what are your goals as a business?
Like for the seasonal interest based campaigns,
I have a client who is a music events company.
And digging into their segments, I realized, you know,
working with their team that we identified a group of people
that are going just for free events versus paid.
(38:16):
So we pulled those out as a segment aspects of them differently
because the message for them is,
we know you're interested in free events and it wasn't these words exactly,
but we identified they hadn't purchased a paid event yet,
so we could upsell them paid events.
So they had a specific goal as a segment to get them to actually start,
(38:41):
you know, let's get you buying some tickets to events
and try and see if we can interrupt or disrupt their behavior
around free events.
So there's some interesting things you can look at
once you start to get to know your list a bit better.
And a lot of this can be done within your email platform.
(39:01):
Like I discovered that through Clavio just looking at, you know,
behaviors within the list.
So there's definitely things you can do.
And then don't forget we have Christmas coming up as well.
You might have special Christmas seasonal events.
Your business might be entirely focused on Christmas
and therefore it's, you might then be segmenting according to gift type
(39:27):
if you're a gift company, for example.
There's so many ways to segment.
It just has to be relevant to your business.
Like don't segment 20 different ways just for the sake of it
because that will just be a nightmare for you and a lot of work.
Think about who will benefit from this and how will you speak to them differently
(39:47):
and does it align to your overall, you know, your overarching goals?
Exactly.
I think like you can't really make a wrong decision on who to segment and when.
If you are like, okay, we want, if you're, if you're taking a step back
and you're like, okay, this month, we're going to really focus on acquiring
(40:07):
new customers who haven't purchased from us yet.
What are all of the different ways where all of the, you know,
different emails that we could send or even flows that we could set up
or just tweak in order to increase our new lead acquisition by, you know, 10% or whatever.
So as long as you are intentional and targeted and then, you know, again, curious
(40:31):
and trying different things and ready to read the data to really see what works
and what doesn't work so that when you need a bump in sales again
or you're seeing a little drop off with new leads or whatever it is,
you know exactly what you can do in order to increase that engagement
with that group of people.
(40:51):
Yeah, absolutely.
So, you know, see segmentation as an opportunity to get even more personalized,
get re, you know, better understanding of your list,
a way to speak to those specific segments,
according to their behaviors or their demographics, their interests.
(41:12):
Yeah, see as a kind of evolution of where you are currently
and how you can really progress your email marks.
Yeah.
And we're excited as you give it a go.
Be sure to reach out to us if you have any more questions about segmentation
or if you have any thoughts.
Anything that has also worked for you.
(41:32):
We'd love to hear about it because that will only help more of our listeners,
you know, with all of the ideas that we have with our clients, you know,
anything that's worked for you can also help other small businesses.
So, we hope you've enjoyed this episode.
I think I hope this has helped all of your segmenting woes
(41:53):
and has inspired you to either start segmenting or, you know,
maybe it's something that you'll do in the future.
And then when you are ready to give it a go,
come back to this episode,
and then you can really listen to it so that you can give it a go for your email marketing account.
Yeah, thanks so much for listening.
And, and do drop us a note if you have any questions around segmentation
(42:14):
or email marketing topics more broadly.
But yeah, thank you so much.
We'll see you on the next episode.
Bye, guys.
Bye.
You've just listened to females across the pond and beyond podcasts
with your hosts Clara and Angie.
(42:35):
If you like our content, don't forget to subscribe,
rate and review us on the platform of your choice.
Is there something you want to hear about for our next episode?
Email us at females across the pond at gmail.com to let us know.
Until next time.
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