Chapter 8: Segmenting and Triggers - Sending the Right Message to the Right Person
As you consistently produce new content not everyone will be interested in everything you have to say. Segmentation divides your audience up into specific groups based on their interests and interactions with your business and allows you to send specific messages to the most relevant audience. It’s the perfect way to ensure you’re sending the right message to the right person at the right time.
Effects of Segmenting
Open Rates: When you begin segmenting your list, you’ll see open rates dramatically increase. This is because your subscribers are only receiving the messages they’ll most likely be interested in. The average open rate in 2018 was 18.1%. However, by properly segmenting your list and sending different messages to specific segments you’ll see a huge increase in open rates.
More Likely to Make Money: By sending products and services targeting the audience most interested in purchasing them, you’ll more effectively convert someone from being an email list subscriber into a customer or first time customer into loyal repeat customer.
Segmenting is a great way to better understand your subscribers. Just as you are producing a variety of content on your website, you will have subscribers with varying interests, skill levels, behaviors, and sometimes even languages. Segmenting allows you to ensure that you send the messages that will be of the most use and interest to your subscribers.
Interests: If you run a fitness blog, you know that not all of your visitors will be looking to lose weight. Some may be interested in bulking up, while others want to train for a marathon. Sending the same content to these different groups of people will make them lose interest. Segmenting allows you to target specific groups with content that is tailored to them. When they open their email they will find value in what you’ve sent.
Level of Knowledge: Another reason to segment is to account for varying levels of knowledge or skill sets. A website that provides computer programming content wouldn’t want to send the basics of getting started with HTML to an already advanced programmer, and a beginner might be scared of by too advanced content. With segmenting you ensure you’re sending the most helpful content to each subscriber.
Type of Client: With segmenting you can also account for subscriber behavior. If your a business or brand that offers both free and paid content on your site, you will want to know who your top customers are and who are the people that only consume the free content. This allows you to tailor special offers and promotions to those you know will actually use them and find use out of them.
Language: At TheFigCo, we have some subscribers that are Spanish speaking and some that are English speaking. We obviously wouldn’t want to send a Spanish email to an English only speaking person and vice versa. When you segment your audience you can ensure each subscriber gets the appropriate email.
How to Segment
There are two main ways you can begin segmenting your audience. One way is by tagging users that click on certain links. This allows you to better gain insight into the content that is of value to them. You can also segment your subscribers when they take specific actions such as purchasing an item from your website, signing up for a course, or downloading an eBook.
If you’re creating new content, it’s a good idea to begin segmenting your users by sending an email with a link to the content. Through link triggers, you can track the people who have clicked on certain links to better understand the items they are interested in.
For example, a music blog who has written an article about hip-hop music should send an email out with a link to their article. Those who click on the article are obviously interested in hip-hop music and would likely be interested in receiving more similar content in the future. Whereas, an article on country music may be appealing to another set of subscribers. By using tagged links to track your subscribers you can begin to better understand their interests, behaviors, and skill sets.
To create link triggers, go to “Automations” in the ConvertKit navigation bar. Once you get to the page for automations, click on “Rules” and then click the “Add Rule” button. You will then be taken to the page where you can create rules for a variety of different actions.