Perfect segmentation and personalization kills your revenue.

And you might be wondering why everyone preaches to personalize your messages and segments as you can.

You might think that it’d improve the customer journey - and that is somewhat true but not entirely.

Whenever you hear about segmentation (from the right sources), your base should be your engaged segments.

That is anyone who opened/clicked an email in the last 60/90 days.

And this is a very solid base.

But by targeting these segments over and over again, you’re reaching just a part of your email list.

Even if it’s as high as 50-60% of your list, the remaining 40-50% is sitting there doing nothing.

Targeting broader segments might decrease your CTR and open rate but it will make you more sales and net profit.

And by targeting these broad segments and even unengaged prospects, your core engaged 60/90 segments will grow as a result.

Let’s say your engaged 60 segment is 10,000 people and you manage to successfully re-engage 2,000 more people.

Technically it’s “only” 20% increase but if you send 10-12 campaigns a month (which you should) that’s literally 20,000-24,000 more recipients each month.

Now, going beyond your engaged segments is simple if you know what you’re doing.

And here’s a quick guide on how I do it:

1. Make sure your deliverability is rock solid. That means ideally 50%+ open rate on your core engaged segments.

2. Prepare engaged 120, 180 and 365 segments → keep expanding with each campaign and do it only if your open rate is 40%+ on each.

3. Your last engaged segment will be opened/clicked ever.

4. Once you hit all of the above, create a segment of buyers and non-buyers that didn’t receive any campaign recently (i.e. during your segments expansion).

5. Target all buyers first → their deliverability will be better than for non-buyers.

6. Target all non-buyers.

7. Voila - you’ve reached every single person on your list without burning your deliverability and increased your engaged segments significantly.

One more note - I’ve seen accounts where the engaged segment was 50k people and all unengaged non-buyers segment was 200k people.

In this case, you can’t target all of them at once or your deliverability will suffer.

What you want to do in this case specifically is create sample segments of these segments and try to make this sample 20-30% size of your engaged segment - so in the case above it’d be 10-15k people at once added to the regular engaged list.

I know it might seem like a lot of work and to be honest it is.

But it will make you lots of money in the long term and see who got re-engaged and who can be removed/suppressed.

Hope that helps!

Cheers,

Konrad

P.S. If you want to work with me, click here to schedule a free strategy session and see if we’re a good fit.

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