Email Segmentation Mastery

Author

Konrad | DTC Inbox
September 26, 2024

Hey there,

It’s Konrad from DTC Inbox.

There’s always a huge buzz when someone mentions segmentation.

I’ll show you how to simplify it and use segments that actually work and matter.

Segmentation Basics

Segments are a dynamic part of your whole email list.

You can create them based on a set of conditions, and these segments will grow or shrink in real-time.

They can be used to personalize customer experience, boost your deliverability or just make more sales.

You can create any segment you want based on the following:

  • Email activity & engagement - e.g., opened welcome email #2 in the last 30 days.

  • Store activity & engagement - e.g. spent $200 on your website in the last 60 days.

  • Subscriber’s property - e.g. based in Denver, Colorado.

  • Predictive data - e.g. predicted number of orders is 5 overall time.

You can get reaaaaally deep when creating these and opportunities are endless.

How To Use Them?

There are 3 main use cases:

  1. Increase your open rates (aka boost your deliverability).

  2. Trigger flows (e.g. Sunset Unengaged flow).

  3. Get more sales (e.g. personalize the experience with the right cross-sell email).

The side benefits are a lower Klaviyo bill (pay for the email usage, not profiles active) and more data.

Let’s get into which segments you should actually use.

The 5 Key Segments

If you’re just getting started, I recommend you focus on the segments below:

  1. Email engaged.

Definition: Can receive email marketing AND opened email in the last X days.
Use case: Use this one to improve your open rates. If you’re struggling with bad deliverability, start with the Opened 15 segment and keep expanding over time as open rates improve.

  1. Store engaged.

Definition: Can receive email marketing AND opened an email or clicked an email or started checkout or placed order at least once in the last X days.
Use case: This should be the main segment you send your campaigns to. Start with Engaged 60 and expand over time if your open and click rates are looking good.

  1. Non-buyers.

Definition: Can receive email marketing AND placed order zero times over all time.
Use case: Convert prospects/leads into paying customers. Use angles typical for cold traffic i.e. FAQs, myth busters, social proof, etc.

  1. Buyers.

Definition: Can receive email marketing AND placed order at least once over all time.
Use case: Get existing customers to buy more and more. Use this segment to increase your LTV by sending cross-sell campaigns, restocks, new arrivals, bundles, etc.

  1. Exclusion segments.

Exclusion List
Definition: Can receive email marketing AND bounced email or dropped email or marked email as spam at least once over all time.
Use case: Suppress/Delete these profiles and always exclude them from your campaigns. This will help you have a higher quality list and better deliverability as a result.

Suppression List
Definition: Can receive email marketing AND Unengaged is true.
Use case: These are profiles that went through your sunset unengaged flow. Exclude them from the majority of your campaigns and suppress this segment once a month/per quarter.

Want To Learn More?

Focusing on the above is implementing the 80/20 rule.

If you’d like to learn more, master segmentation and become an expert, I have a free 37-page guide.

Quick & Easy Tip Of The Day

Break the pattern and reverse the colors of your lead colors in your next campaign.

People get used to seeing your emails and if every campaign you send looks similar, it won’t be as impactful as the first one you sent.

So if your lead color is green but you also use yellow and white, make yellow/white your leading colors in the next campaign.

It won’t be way more engaging - results guaranteed.

Email Campaign Idea Of The Week

Email angle: Halloween

Halloween is in just a bit over a month. Start planning your Halloween campaigns now - especially if your customers need time to use/implement the product.

Example: CheetahWrap.
Niche: Automotive.

It takes time to get your car wrapped and ready for the Halloween car meet.

Sending a campaign like the one below will definitely make more sales than sending it one week prior.

Note: Sending great emails is important but timing also plays a key role.

How I Can Help You

Need some extra help or resources:

  • Subscribe on YouTube - every single week, I post a new in-depth video covering email marketing strategies and secrets.

  • Follow me on Twitter - you’ll find daily tweets with insights, advice and my personal opinion.

  • Book a free strategy audit - we’ll dive into your current strategy and you’ll get a free Klaviyo growth action plan.