Marketing, advertising, and promotion are the ways we bring people to our offers and one of the best offers we can make is to offer a free gift in exchange for permission to contact our customers or prospect. The permission is implied when they give us their contact information, but can be confirmed through a double optin process, as required by some service providers.
Once we begin developing a list, the advantages of segmenting that list become obvious. For instance, we may want to do an ad swap with another marketer and the way it is typically done is by sending solo mailings to approximately the same number of prospects. If your list is segmented, you can send the mailings to one segment or to as many segments as required to fulfill your commitment.
Segmentation Through Many Lists
One of the most practical ways to segment your list is by actually having many lists that feed into a master list.
You create many lists by having many optins with different offers. The offers can be free offers or paid offers, that is, in some lists you may be collecting leads, while in other lists you are collecting your customers. That way you can send offers to your customers that are different from the offers you send to your prospects. Your actual customer list is your biggest asset and you may not want to pester them as often. Some marketers promote mainly their own products to their customers, but also promote affiliate products to their prospects.
Lists may also have specific topics that would determine the marketing messages you want to send to them. Even within the same niche you have topics and at the very least your original autoresponder series should follow the topic, even if the members are also automatically subscribed to your general broadcast messages that are niche specific rather than topic specific.
Segmentation Through List Migration
Most autoresponder services offer a way to move a prospect from one list to another after some event happens. For instance, if a prospect that opted in to request a freebie suddenly buys one of the products you promote in your emails and you capture that name in your customer list, you can program the system to automatically remove your new customer from the prospect list in which they were.
Some services offer something equivalent to list migration, but it doesnt really constitute segmentation. What they do is move your customers from one autoresponder series to another, or create lists that share the autoresponder messages.
Segmentation Through Data Collection
Most of us only capture names and email addresses in our squeeze pages. It wouldnt make much sense to decide to segment the list based on that data. You wouldnt try to send emails based only on names, like all the women named Anna and all the men named Paul. It doesnt make sense, except perhaps on St. Patricks day.
What would make sense, depending on your segmentation needs, is to capture additional information from your customers. Suppose that you want to promote and event in Atlanta, Georgia, but your list includes prospects from all over the world. The logical thing to do would be to only email those customers in the United States, if you have enough data collected to segment your list by countries.
CPA offers designed to capture leads are notorious for requesting very detailed information about the prospects, while some internet marketers have decide to not even request the name of the person, only the email, because they know that conversions drop the more details you ask.
Requesting data is a balancing act. It is easier for people to give you all the information you need once they have committed to buy a product than when they are requesting a freebie.
Collect only the information you can use. Dont get carried away thinking that you can personalize your emails during holidays naming the spouse, children, and pets in your well wishing.
Segmentation is valuable and so is integration. You want to be able to broadcast a message to all the members of all your lists on a particular niche; otherwise, you may not be able to stay in constant communication with your customers, which is the key to building lasting relationships.
Email List Segmentation Tips
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