First, before you segment your list, there are a few steps you should take to ensure you are creating the right segments catered to your business.
1. Understand your customer: Who are you actually targeting? What are their pains and aspirations? What does success look like for that person? Create 1-3 avatars and answer these questions for each one.
2. Group your customers: Once you have your avatars, you need to group customers who come into your business by one of them. This is done best by asking your customers questions as they sign up for your product. These questions should align with the interests, goals, and pain points of your different avatars.
Example: Avatar 1: Likes Coffee | Avatar 2: Likes Soda | Avatar 3: Likes Water
Your question would be:
What’s your favorite drink?
A. Coffee
B. Soda
C. Water
Tag users with their answers in your email marketing software. You will use these tags to group users and deliver personalized communications.
3. Segment: Once your users are tagged, you can then create segments based on the users’ pain points, goals, etc, and target them with personalized messaging.
Most email marketing platforms (Klaviyo, Active Campaign, etc) allow for using customer tags/fields to make these segments.
Example:
Segment Name: Avatar 1
Segment Conditions: If field “Favorite Drink” == “Coffee”
This would be your segment to target anyone in Avatar 1 (most likely with emails that are specifically giving promotions or nurture that surrounds coffee drinking).
Using these to send your campaigns will lead to higher engagement due to increased relevancy.
Combine this segmentation strategy with the common engagement and purchase segments to grab the hottest or coldest customers of these groups. This will ensure each customer gets a relevant message at scale.
