Get Started with List Segmentation

Hi Brian here again, wow this year is flying by June already. From the feedback so far I can see that Rock 2019 is a success, lots of people like it. Have you subscribed? There will be something for subscribers next month, all being well. The next article on list segmentation is below.

What has been happening?

Looks like a while since the last ‘What has been happening’. Well, last month we went away away for a week, had some peace and quiet from everything. It was a breath of fresh air, literally. Like staying in a country mansion, away from anywhere, no traffic, no aircraft. Didn’t get much else done though whilst away, which was a good thing probably.

How to get started with List Segmentation

You’ve probably heard of the idea of creating buyer personas or client avatars. List segmentation takes this a little further because while you may have a type of customer that most of your list falls into, there are more segments that you can break your list into depending upon their behaviour.

For example, your avatar might be a 55-year-old who wants to start up a sideline. But that’s not all. You may have various audiences within that one audience. Such as retired men who want to improve their income from an existing home based business. In that case, you may need to create different information for each segment.

There are numerous other ways to segment your list.

Let’s look at a few here:

• Demographics – Geography, age, gender, organisation type and industry are all typical ways to segment a list. Whether this type of segmentation will work for you or not will depend on the audience. You can conduct a survey to gather this information to find out if the differences are significant enough to make a change.

• Job Function – If you sell to businesses it’s good to take information about the person’s job function when you give them information. This way you know whether they even have buying power or not within their company. If they don’t you’ll want to send then different messages than if they do have buying power.

• Educational Level – In some instances education level can be important in terms of how you address someone regarding your offer. But it doesn’t always mean whether they have schooling, it might mean whether they have educational knowledge about your products and services or not.

• Purchasing Behaviour – If you segment your list based on their behavior you can also segment them based on interest, the frequency of buying, purchase type, or where they are in the buying cycle.

• Content – A great way to segment your audience is to base it on the type, topic, and format of content that they show interest in. For example, you may have some audience members who love video while others like to read blog posts. When you know what they’re loving, you can give them more of it.

• Engagement – Another great way to segment your list is based on how they engage with you. Did they find you via social media? Did they find you via a link to your blog? Did they download a lead magnet, and if so which one? Segmenting based on these factors can help you create more targeted messaging to help encourage them to make purchases.

Your autoresponder software will help you with segmenting depending on which one you use. For example, you should build different lists for each list magnet, tag members for different behaviour, and move them from list to list using automation.

Brian, until next time…..

P.S.

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