Email Segmentation: More Groups To Target

In a previous post on email segmentation, we looked at how to isolate and target people not opening your emails, and people who open them, but don’t click on links in them.

These groups (as defined in this article) are people who are not engaged with your regular email marketing campaigns and may need special attention to get them to interact more with your emails.

Today, let’s look at 2 more groups you can segment and target to improve your results:

New Subscribers

Put simply, new subscribers are different than people who have been subscribed for a while.

They know less about you and are likely to have different objections and questions.

So, you may want to communicate different content to them than you do to older subscribers.

Now, on the one hand you can do this with autoresponders, but

How to Segment New Subscribers

No need to do anything fancy here – we’ve already segmented your newest subscribers for you!

To view them, choose one of the “added in the past _____” searches on the “Leads” page of your account:

Segment Most Recent Subscribers

As you can see, you can define “new” subscribers as being really new (in the past 24 hours) or a bit more conservatively (say, in the 30 days).

To send an email to new subscribers, decide which search you want to use. Then create a broadcast and choose that segment.

Link Clickers

Here, even more than in our last post on segmentation we’re getting down to the people who are almost ready to make a purchase.

As you may have noticed, several of the segments we’ve addressed here are closely related.

As you get non-responsive subscribers to open an email, and non-clickers to click, you’re really moving them along a path from unengaged prospects → somewhat engaged prospects → very engaged prospects → customers.

Moving subscribers along that path is one of the outcomes of a successful segmentation and targeting campaign.

How to Segment Link Clickers

As with openers, it’s easiest to target link clickers based on whether or not they clicked a specific link (after all, while it’s sort of useful to know someone clicked on your “contact” link, if that’s not what you were trying to get them to do, then they may as well have not clicked).

To segment link clickers, use the “Link Clicked” criterion:

Segment Non-Responsive Subscribers

As with the “Message openers” segment, you’ll click inside the long text box to select the link you want to use to segment subscribers.

Next Time: 2 Ways to Segment Customers

The fifth group that you can target with some basic email segmentation is your customers.

You can segment customers all as one group (people who bought something) or you can fine-tune your customer segmentation (by how much they spent, for example).

The 3rd post in this series will show you how to identify, track and segment your most valuable subscribers.

Until then, think about what you might want to send to your “Link Clickers” – the people closest to becoming customers ‐ as well as your newest subscribers, and try segmenting for yourself!

UPDATE: The 3rd post in this series is available! Read it here.

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Justin Premick is the former Director of Educational Products at AWeber.

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8 Comments

  1. Guy

    This is very excellent information. I’m hoping that you will provide us with details of how you would recommend using each group. Mabye some case studies?

    It’s not that we can’t come up with these ideas, but rather having some ideas to base upon would be nice.

    Till next time

    10/21/2008 9:33 am
  2. Guy,

    We’ll be talking more about segmenting ideas in the future, yes.

    This post (and the last one) is more about strategy than tactics – i.e. get the wheels turning on WHO you might target (including the groups we’re highlighting here).

    10/22/2008 9:22 am | Follow me on Twitter
  3. I’d like to know if there is a way to segment out people who have already bought so if I were to make a sale and offer a product at half-off, I don’t anger people who bought it at full price.

    10/22/2008 4:15 pm
  4. I think the answer here is to create a new list of ‘buyers’. You could for instance ask them to sign up on your thankyou page for a free bonus (much like you would when trying to get them to optin.

    You might have to manually remove those from the original optin list though, unless someone knows a better way?

    I have been thinking along the same lines as you.

    10/22/2008 5:52 pm
  5. I got to the tip about segmenting link clickers. Is this for someone who click links in my broadcast message or can I use it to get segmented lists for people who click "get more information" links on my website?

    1/14/2009 1:42 pm
  6. This is a great article to progress your prospects along a sales funnel.

    Thanks for sharing this as I was not aware this feature existed and certainly have not been using it to date.

    Off to segment my list

    Regards

    1/26/2010 4:22 pm

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