Email Marketing 201: Follow-Up and Segmentation

MOBE Titanium member, Brandon, caught up with me at the Supercharge Summit in Sydney, Australia. He had a very specific question about his automated follow-up emails, which is something that I struggled with for several years. Specifically, he wanted to know whether leads that were still in the first email sequence should be included in his email blasts.

Does that sound a bit technical? Let me explain.


Email Follow-Ups in a Nutshell

If you aren’t yet familiar with the email follow-up system that I recommend for MOBE consultants, let me walk you through it. First, you’ll need to put together a list of email addresses that correspond to your sales leads. Next, you need to create a set of sales emails (or, use our Done-For-You Emails) to promote your product and give value to the reader. Once your emails are ready, you send one message per day to the entire list, urging those leads to buy what you’re selling.

You might have 30 or 90 days of emails; it’s all up to you. Once the sequence has ended, however, you should still be sending out product updates and engaging sales emails to everyone on that list. Those emails are often called “blasts.”

So, back to Brandon. What he wants to know is, when he blasts his email list with a product update or sales letter, should he include those leads that are still receiving daily emails from him?

I say, if you have one automated email going out to your new list members every day, then go for it. One more email isn’t going to overwhelm anyone, and it might actually spark a few early conversions.

How to Segment Your Email List

If you are new to digital marketing, don’t worry about sending someone two emails per day. Like I said, some marketers actually send two a day on purpose. Once you are more comfortable dealing with your email list, however, you can separate certain members by group and have more control over who gets which emails. This is called segmentation.

For example, one segment could be those people that have been on your list for less time than it takes to complete an email sequence. Another segment might be subscribers who have started to make a purchase and then hesitated. As you get to know the people on your list better, you’ll have more ideas about how to group them and cater to their interests with segmented email marketing.

Segmentation is easy to do with an email manager like AWeber, GetResponse, or MailChimp. These are also very useful for automating your marketing system so that you don’t have to manually send emails every day.

Use Segmentation for Higher Conversions

Once your business is established and your email list starts to grow into the triple and quadruple-digits, you really should be segmenting your emails and running multiple campaigns. MailChimp evaluated 11,000 segmented campaigns that were run using its tools, and discovered that subscribers opened these emails 14.41 percent more often than non-segmented emails. In addition, unsubscribe rates were 8.99 percent lower, and clicks were 63.75 percent higher.

So, when I say don’t worry about sending email blasts to the same people that are in an automated campaign, I mean it. There isn’t likely to be any harm done. Once you’ve been in the business for a while and begin dealing with regular sales and a large email list, I advise you to start segmenting that list.

Segmentation will give you a strong, competitive edge that is vital to email marketing. If you want more conversions, you’ll get more personal with your email campaigns, then follow up until your subscribers either convert or disappear.