So you’ve created a lead magnet, now what?
Now, it’s time to incorporate your lead magnet into your paid ad campaign.
You are paying for ads, right? If not, seriously consider it. While it is possible for your prospective customers to find your business organically (i.e. without the boost of paid advertisements), it’s getting more difficult.
Why?
You’ve heard that the money’s in the list, so you’ve created an email list. Now what?
Now, it’s time to segment. Segmenting will help you build lasting relationships with your leads and convert them into customers. And, if your email list also contains some of your customers, segmenting will help you retain those customers and even convert them into referral sources to grow your business.
But what the heck is segmenting? And what’s the easiest way to segment if you’re a complete beginner with no clue about email marketing?
This post will help you segment your email list to benefit both you and your subscribers.
Email segmentation is the process of dividing your list of email subscribers into smaller groups. Why go through the trouble of slicing and dicing your email list? Personalization. By dividing your list into smaller groups, you can create more targeted content for your email subscribers.
Let’s say you’re a real estate agent and work with three main client types: First-time home buyers, growing families, and empty nesters. While there may be some overlap, your clients are ultimately looking for different things. One client may be looking for large backyards, another may be looking to downsize to a condo. One client may need information about qualifying for and buying their first home while another may want to know how to sell a home while purchasing another.
It makes sense to separate your email list based on what type of needs your clients have. This allows you to create more specific email content that answers their questions.
These are the types of emails that get opened and acted upon. There’s no benefit to having a large email list if your subscribers aren’t actually opening your emails. Instead, you want a list (even if it’s a small one) that’s active and interested in reading your emails. The best way to get your subscribers to open your emails is to create emails that seem tailor-made for that subscriber.
There’s no benefit to having a large email list if your subscribers aren’t doing this one thing: Click To TweetResearch backs up the benefits of segmentation. According to research conducted by MailChimp, segmented emails enjoy 14.31% higher opens when compared to non-segmented emails. Unsubscribe rates are also lower — 9.37% lower — when you segment your list.
Now let’s discuss how to segment your email list.
The first step to segmenting your email list is to go with an email marketing service provider that enables segmentation. Fortunately, most email marketing services offer this as a basic service.
There are multiple ways to segment your email list. One of the easiest ways to segment is via lead magnet. If you offer a different lead magnet for each customer persona, you can then use this as a way to segment your subscribers right out of the gate. Create your own lead magnet for free here.
In addition to segmenting by lead magnet, here’s a look at 25 ideas for dividing your email list:
Monitor how your subscribers use your website and then send them email content accordingly. For example, your subscribers may open a link in your email and head over to the knowledge base. You may wish to send these subscribers a follow-up email to ask if they require any additional help.
Depending on your business, you may wish to organize your subscribers based on their age. Coordinate your content with different life stages.
Group your email subscribers based on how much they’ve spent on a purchase. This can be useful if you offer multiple tiers of service and wish to upsell your customers to a premium service.
How do your subscribers act on your website and within your emails? Do they click on certain links consistently? What time of day and what day of the week do they open your emails? This information can help you decide when to send emails to certain subscribers.
Group subscribers based on their birthdays, customer anniversary, and other occasions. If you send out a special email to celebrate their day and perhaps provide a coupon, you can win their business.
Group your subscribers based on who consistently clicks on the call to action link within your emails. These people are the most engaged and should receive more actionable emails.
Segment your list based on your target customers and their pain points. To learn more about customer personas, check out this post: How to Create Customer Personas From Scratch.
Segment your subscribers based on key demographics, such as gender, income, geographical location, and education level.
The types of emails that your subscribers open can clue you into what types of content they’re most interested in receiving in the future.
This type of segment works well with B2B businesses that work with multiple types of industries. Divide your customers based on their industry so that you can send relevant content that interests your B2B customers.
Similarly, knowing a subscriber’s job title can help you determine which emails to send. Some subscribers may be end users, others may be decision makers. The types of emails that they’ll look for may be different.
Did your subscriber opt-in for multiple lead magnets? Consider adding multiple opt-in subscribers to more than one segment. Do You Need Multiple Lead Magnets?
Divide your subscribers based on who opens your emails and who doesn’t. People who consistently do not open your emails should be deleted from your email list periodically. Consider cleaning your list every 6 to 12 months.
How often does the subscriber buy from you? Weekly, monthly, annually? You can time your emails based on when the subscriber is likely to buy next.
Divide subscribers based on what purchases they’ve made in the past. You can choose email content to encourage future buys.
Do you have a group of subscribers who have abandoned shopping carts on your site? Consider grouping them together so that you can send discounts, coupons, and special promos to close the sale.
Every customer goes through a journey, from awareness to consideration to purchase to loyalty. You may wish to group your subscribers based on where they are in their journey with your business. This can help you send more targeted content to guide them to the next stage. Here’s Help for Creating Content for Each Milestone in Your Customer’s Journey.
Allow your subscribers to determine what type of content to receive from you. Send out an email that allows them to segment themselves by choosing their email subject and frequency preferences.
Segment your subscribers based on their answers to your email surveys. Depending on their selection, you may wish to follow up with specific subscribers. Also, you may decide to divide your list based on who participated in your survey and who didn’t.
What types of products or services has the subscriber purchased from you in the past? You may choose to send follow-up emails to recommend complementary products or services.
Don’t go crazy trying to segment your list into too many different groups. You may find it useful to only use two or three different segments. Choose the segment that makes the most sense for your business and then build from there.
Before you go, check out these related posts:
Thanks to your awesome lead magnet, you’ve won over a new subscriber. Now, what?
In this post, we’ll discuss how to build a relationship with your new subscriber after delivering the lead magnet. Not only is it important to start engaging them right away, but it’s also crucial that you send useful content on a consistent basis. This post will help you create an email marketing strategy that makes it easy for you to serve your new subscriber while also slowly but surely converting them into a customer.
You already know the basics of email marketing.
You have an email marketing service provider, such as MailChimp or ConvertKit. You’ve started building up your email list with the help of your lead magnet. You’ve even sent out a few email newsletters.
But you can’t escape the feeling that you could be doing more with your email list.
You’ve heard that the money’s in the list, but nothing’s happening yet. Your list isn’t generating any sales. In fact, only a small percentage of your subscribers are opening your emails. And of that percentage, an even smaller number of subscribers are following your calls to action (i.e. clicking on the links in your email).
Is there a way to increase email opens and click-throughs? You bet. In this post, we’ll discuss how to improve your email marketing strategy so that you engage more of your subscribers. Let’s get started.
For your business to succeed, you must deeply understand your customers. The best way to do that is to create a customer persona — several, in fact.
Your customer personas can focus your messaging, guide your marketing, and improve your product.
But what exactly is a customer persona and what’s the easiest way to create one?
In this guide, we’ll discuss everything you should know about creating customer personas. Let’s get started.
Because creating great content takes time, it’s important that you don’t waste any time dealing with common mistakes. In that spirit, let’s get right into the top content marketing mistakes to spot and avoid in your business.
Case studies have a reputation for being boring and, let’s be honest, that reputation sticks because it’s true. Most case studies are dreadfully dull.
But your case study doesn’t have to be.
Case studies have the power to convert prospects into customers in just under 1,000 words. They can be persuasive marketing tools that help the unsure see the value of your product.
But there’s a reason why most case studies are boring.
Writing an interesting, relevant, and lead-converting case study can be difficult if you’re not sure what to say or how to say it.
In this post, we’ll discuss the most important elements to include in your case study. Let’s get started.
Your landing page copy (i.e. the written content on the page) is what will sell or sink your lead magnet offer. You can have a lovely page design, spellbinding images, or an impressive lead magnet offer. However, if you choose the wrong words on your landing page, you won’t convert visitors into email subscribers. You’ll actually scare them away.
Great copy can inspire confidence. A first-timer visitor who arrives on your lead magnet’s landing page may be hesitant to trade their email address for your free offer. But with just a few persuasive words, you can earn the visitor’s trust.
Would you like to write like a marketing pro? Keep reading. In this post, we’ll help you improve your copywriting game in 8 simple tips.
One of the best feelings in the world is realizing that someone has signed up for your lead magnet. It’s right up there with going to Disneyland or getting a tax refund. When someone signs up to receive your lead magnet, it validates all of the hard work that you’ve put into thinking up and creating this freebie. You can take satisfaction in knowing that your lead magnet will help someone solve a problem.
But that’s not your only payoff. A new signup also means that your email subscriber list has grown by one. That’s one more potential customer to nurture. Offering a lead magnet is just the beginning of your relationship with your prospective customers. In this post, we’ll discuss what to do immediately after someone signs up to receive a free digital resource from you. Let’s get started.
Looking for ways to increase traffic to your website? It’s not enough to create a website and publish content on it from time to time. While it’s an important first step, having a website by itself is not enough to grow your business or create a community online.
If you want people to actually visit your website…
If you want people to actually return to your website again…
If you want people to actually purchase your products or services when they return…
You’ve got to jump through a few hoops. In this post, we’ll show you exactly what you need to do to increase traffic, both first-time and returning, to your website. Let’s get started.