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Issue #10 • October 2017

How to Use Segmentation To Save Your Audience from Email Fatigue

Digital Marketing Email Marketing

How many times do you go to your inbox only to find that you hold no interest in most of the emails you open? Even if they’re sent from brands and businesses you admire and often buy from, their marketing efforts have completely missed the mark and they’re just hitting you with everything they’ve got.

You’re so over hearing from them. You’re not invested. You don’t feel known. You, my friend, have email fatigue.

Have you heard that term before? Email fatigue happens to readers when you send them too many emails.

Communication is absolutely important for your business, and making sure your audience is comfortable seeing you in their inbox is a big part of that. The problem comes when you’re sending multiple emails each week to the same person.

There will come a time that’ll you’ll start branching out to subjects that are still inside your niche but they don't apply to everyone your list. Maybe it’s a webinar you’re teaching or a new product you’re launching. Constantly hearing about all your updates may start to feel pushy and pestering to some of the people on your email list.

That’s why as your audience grows bigger and bigger, it becomes more important to create segments of your audience you can speak to. This means that instead of constantly emailing EVERYONE on your email list about every little thing you do, you can send smaller segments of your readers the content you know they will want.

When you can send your audience targeted content based on their interests, they will feel more invested in you and your business. They’ll feel known, heard, and important because you’ve taken the time to create something that feels like it was tailor-made for them.

So how do you do this? How do you start segmenting your audience?

Learning your customer’s pain points

The motivation for your work as a creator is to serve your audience, right? If you built your business on a solid foundation (or want to start building your business the right way), you first needed to understand your future customer’s pain point. Because after all, your work is only has good as the problem that it solves.

Knowing what your customer struggles with helps you know exactly what kind of content you need to create and what kind products and services your audience want to invest in. If you’ve skipped this step, you’re flying on your own assumptions– and you know what assumptions do.

The best way to find out what your customer’s need and where they are on their journey to figuring out their problems, is to survey them.

How to create segmentation with customer surveys

I’m sure your first thoughts about customer surveys go straight to platforms like Typeform and Survey Monkey. And that’s cool. You can create actual surveys with rating systems, multiple choice questions, and open ended response to learn about your readers. But sometimes those systems seem like more work to the people you want taking them.

But when done right through email marketing, your audience might not even realize they’re being surveyed. They’ll be more likely to respond truthfully and you’ll be on your way to creating the valuable content they need!

With advanced email marketing automations, you can create your own customer surveys right in the emails you send with a feature we call Link Triggers. These are links you create in your emails that, when clicked by a reader, will automatically tag them in your ConvertKit account based on the data you’re looking for.

For example, in a welcome email that is sent to new subscribers of your newsletter, you could include three Link Triggers to find out where they are in their business journey. These three triggers could be: “I haven’t started a my blog yet, but I’ve got an idea.,” “I’ve been running my blog for at least a year as a side-gig,” and “I make a full-time living with my blog.”

Based on which link your reader clicks, that Link Trigger will tag them with that stage of growth and know you’ve got three segments of your audience! These segments will be the basis for how you communicate with your audience from now on.

What is segmentation: The benefits of customer surveys

The main point of your customer survey is to create those segments within your audience. So let me tell you why that’s so important for your email list health and the future of your audience.

Segmenting increases conversion rates

If you’re emailing your entire list of subscribers who may or may not be interested in the topic at hand, you risk losing them as a subscriber and you certainly risk losing the sale. The more targeted you can get with your email content, the more likely your subscribers are to be engaged in your content and ready to hit that “buy” button.

Segmenting eliminates email fatigue

Remember that phrase? Segmenting your audience will help you eliminate this issue for your readers by only sending them information they want to hear about. As long as you can keep churning out that valuable content and creating products that will help them solve their pain points, they’ll never tire of hearing from you.

Segmenting creates a personal experience

Emailing just the people who have shown direct interest in your topic is not just a smart business move, it makes you look like a real human on the other side of the computer screen too. You’re able to show yourself as a person aside from your business as well as create a personal experience for your reader by showing them that you’re interested in their life.

By finding out where your audience is on their customer journey, you can send them dedicated content to move them through your marketing funnel.

How to create audience segmentations with Visual Automations

Speaking of marketing funnels, let me show you how to set one up utilizing a survey with ConvertKit’s Visual Automations.

Step 1: Create an entry point for your subscriber

Where is your subscriber coming in contact with you? Is it on your newsletters? It is through a landing page you set up for a guest blog you wrote? Or maybe it’s a form on the the sidebar of your website. Wherever it may be, identity that point and create an opt-in form in ConvertKit to start capturing email addresses.

How to:

  • Click on the Automations tab in your dashboard navigation.
  • Click the blue, New Automations button to create your educational email funnel.
  • Click on the Create Automation button in the middle of the page and choose Subscriber joins a form.
  • Choose a previously created form from the drop down, or create a new form by clicking the link below the drop down.
  • Click Add Event.

How to segment your audience with customer surveys

Step 2: Subscribe user to a dedicated email sequence

When anyone signs up through the Form, you’ll want them to be added to the educational email sequence you’ve created to nurture your new audience.

How to:

  • Click on the (+), and under Action, choose Email sequence, and scroll the drop down to find your education email sequence.

How to segment your audience with customer surveys

As your subscribers go through the email sequence, they’ll eventually come to your survey. To them, this will look like a few different links they choose from to verify their interests, stage of growth, or any other data you’re looking to use to help you segment your audience.

Step 3: Create your Link Triggers

With Link Triggers, you’re able to personalize your marketing messages to the specific needs and interests of your audience members and where they are in your sales process.

How to:

  • Click the (+) and Under Event, choose Tag is added and scroll the drop down to find your Tag.
  • Click Add Action.
  • To add the next Link Trigger, click the (+) to the right of your first Event box and follow the same steps as above.
  • Continue this process of adding Event boxes next to each other until you’ve created all the Link Triggers you need for this email sequence.

How to segment your audience with customer surveys

Make sure that the Link Trigger your reader clicks on leads them to a resources page on your site to give them more information about their interest.

Step 4: Connect Link Triggers to new email sequences based on interest.

Each Link Trigger you create should now connect to an email sequence that relates to their interest to start creating that personalized experience we’ve been talking about.

By setting this up, you can lead your subscribers further down your marketing funnel with targeted content that will keep them engaged and eventually lead to a product or service pitch based on Link Trigger they clicked on in the previous email.

How to:

  • Under each of the Event Tag box, click the (+) and under Action, choose Email sequence and scroll the drop down to find your education email funnel that relates to that Tag or create your new sequence right there.

How to segment your audience with customer surveys

Step 5: Follow up with a pitch email sequence

After your new audience members have gone through your targeted, educational email sequences based on their personal interests, you’re likely to have built enough trust and authority to pitch them one of your introductory or lower-price point products.

These product pitch email sequence can include hard pitches because you know that your reader is invested in your topic if they’ve made it this far. But you can also include a downsell for a free or lower-price point product at the end in case some readers don’t buy the original product you’re pitching.

If you have a product that still encompasses all the interest tags you’ve created, you can connect all your previous sequences to one product pitch email sequence. Or you can connect those previous sequences to separate product pitch email sequences for an even more dedicated and personalized experience.

How to:

  • Click (+) and under Action, choose Email sequence, and scroll the drop down to find your product pitch email funnel.

How to segment your audience with customer surveys

How will you create segmentation in your audience?

Now that you know how to segment your audience with a survey through email marketing, what will be your first question be to your audience?

Take five minutes right now to decide how best to segment your audience into interests, experience, your previous interactions, or any other piece of data that will help you deliver targeted content. Then once you’ve got that in mind, start drafting your email sequence with Link Triggers to starting tagging and creating new paths of dedicated information for your subscribers.

Segmentation automations

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Dani Stewart

As a daughter of an entrepreneur, the wife of an entrepreneur, and an entrepreneur herself, Dani has lived and learned all sides of creating and growing businesses. She is excited to bring all that life experience as well as a decade of crafting content to the ConvertKit community. She is a part-time baker, dinner-party planner, and lover of good bourbon living the simple life in Nashville with her husband, Sean.

Experience this issue your way

Download this issue of Tradecraft as a PDF to read and reference at your own pace.

  • Gav

    I send out a regular broadcast email newsletter.
    Is there anyway I can us these tags to display conditional content in the newsletter? Using the example above, I might want the same newsletter but could feature promotions for buying a house for those tagged with that interest, and retirement news for others.

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