Email Segmentation 101

Hey it’s Max from The Inbox Newsletter.

One of my most asked-about topics… Segmentation.

Personally, I think it’s over-glorified… let’s talk about it.

Email Segmentation

Email segmentation is the process of splitting your list into different sub-sections based on activity.

Creating segments and looking at the numbers can be a great way to get a feel for your list and be able to tailor content for them.

You can split customers based on ANYTHING:

• How many times they have purchase before

• What items they purchased before

• Average order value

• Lifetime value

• How many emails they’ve clicked in the past 90 days

• How recently they joined the list

• Where they’re from

LITERALLY ANYTHING.

Use Cases

The most common use cases for segmentation is to send campaigns or offers custom to a specific audience.

For example, sending an extra VIP emails once a month for a segment of people who have purchased 3+ times over all time.

Or, sending a live event or meetup to a segment of people who live in California.

Or, sending a special offer to people who last purchased over 180 days ago.

You can really do anything here, you just have to create the lists in Klaviyo and determine what sends are high leverage enough to send.

Be Careful…

I will be the first to say I am NOT a fan of segmentation…

Or at least sending custom campaigns too frequently.

Why?

It’s low leverage.

Personally, I’d rather send a banger email to my whole 100,000 person email list than to a specific 10,000 person list.

If you do segment out in this case to a 10,000 person list… 5,000 people won’t see the email, another couple thousand will just leave right away, the other couple thousand aren’t in a buying mood, and then maybe you get a couple purchases.

Email is a game of catching people on the right day at the right time with the right information.

I’ve seen much more success focusing on NAILING broadcast emails than spending so much time creating emails that only a couple hundred to a few thousand people will see!

In theory, segmentation is a great thing to do… but you don’t want it to distract you from your broadcasts.

If it does, then you’re results will really take a hit.

Using Segmentation for Data Collection

I prefer to just use segmentation to gather data and understand the list more, rather than sending custom content.

Finding out what your list is made of can help influence your decisions for your broadcasts.

This is one of the first things I like to do on new accounts.

I will just play around with segmentation.

How many people have bought this product?

How many of our buyers are first time buyers in the last 30 days?

How long does it take an average for someone to go from a first time buyer to a second time buyer?

How many of our subscribers open 5+ emails per month?

Etc

Segment in Your Flows

I prefer to set splits and segment inside of my automated flows… this way the customer is automatically getting a custom experience and I don’t need to do it manually in campaigns.

What do I mean by segment in flows?

• Set splits in your abandoned cart flow based on what item the person left behind and give them custom content

• Send post-purchase thank you notes specific to one time, two time, three time, and VIP customers

• Send cross sells 30 days after purchase specific to what somebody bought last time. “You bought this? Then you’d love this”

This was we give the customer the personalized experience we want with segmentation but we’re not taking time or focus away from our broadcast emails which are so important.

Email Inspiration Of The Day

Brand:
Hydrant

Email Design:
https://drive.google.com/file/d/1DuX9cjtr5Fi-mJfAhAwAQEgRjI5CLQZl/view?usp=sharing

Notes:
Couple things I love about this email…

For one, copy is awesome in the hero section it made me lol.

And the design layout is so simple and clean. Nothing too crazy or distracting going on. Just a couple quick sections with solid transitions.

NOTICE HOW THERE ARE NO BLOCKS OF COPY (besides the small one with 3 lines)

Perfect execution of how copy should be laid out in your emails.

Template of The Day

Here’s another bridge section similar to the Email Inspiration in that it has quick points you can list out about your product under “text here”

If you want access to a bank of 134 mix and match templates like this equating to over 5,000+ possible email designs, click here » 

Helpful Links Of The Day

• My favorite email i’ve ever received

• What 8-figure email marketing designs look like

• Work with an agency or keep things in house?

Reply to this email if you have any questions or further content you want covered.

Cheers,

Max

PS - If you want to join a community of 100+ members with daily tips from me, get feedback / support 24/7, AND get design templates that can make 5,000+ unique email designs click here » 

PPS - If you run an ecom brand and want to have a 15 minute strategy session with me, book a call here »