How To Segment Broadcast Emails

Marketing Segmentation 

Email marketing is about more than just building a massive list and sending out random emails.  Today on Marketer Mondays I talk about the fundamental way we segment our lists.

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Video Transcription

In this video, I want to talk to you about email segmentation for when you are sending broadcasts. This is something that we didn’t focus on for years after we started building our email lists. The first thing we noticed is that obviously email lists are super important. The second thing we noticed is that if you could talk to each subscriber in a specific way, based on who they are, you are going to see a lot more opens, you’re going to see a lot more clicks, you are going to get a lot more people doing what it is you want them to do. In this video, once again, I am going to share some information on both the information side of things and the physical product side of things for how we segment our lists to lead to more clicks, more conversion and getting more of your subscribers to do what it is you want them to do.

[00:00:40] Marketer Monday
Okay, so remember here I am talking about segmented broadcasts, not your typical campaigns or automations that happen once someone comes into your email list from a certain thing. For example, if they request item A, they are going to get item A and they are going to get put into a campaign that follows up on that. The broadcasts are the one-off emails. This is when you have one thing you want to say and one message you want to get out; you send it to your entire email list. Typically, people have one email list and they just push everything. I am going to talk to you now about information products and how we segment that list to talk to them more specifically. So, let’s start with the information side. We actually have more segments than this but the simplest overview I am going to give you is the three main segments that we always look at every time we push a broadcast.

[00:01:27] The first segment is the group of people that have never spent any money with our company. I am just going to write zero as they haven’t purchased yet; they have shown interest but they haven’t spent any money. The next segment is the people who have purchased products from us but they are lower ticket products. I will call that one “low ticket”. The next segment is the people who have bought our premium product and they basically bought everything we have to sell; they have done everything we have asked of them. I am going to call that one “high ticket”. Again, as you can see here there are now three main segments of our total email list.

[00:02:03] Let’s look at how we are going to address them differently when we send out the email. In our business, we do weekly blog posts so on Tuesdays we email our list to a new a blog post. Instead of just sending one email saying, “hey check you this post, here’s a link” to everyone we customise the message based on who they are. If there are people who haven’t spent any money with us yet we link them to the blog post, we show value and we leave a little message saying that they should check out whatever product it is, our low-ticket offer, and we provide a link to them to go purchase that low ticket. That same blog post, when we mail it out on Tuesday, we email to the low-ticket purchasers (people that have spent some money with us) and same thing: we link them, we show value, we give them basically free content and we say that we noticed they purchase product xyz and have noticed you haven’t taken us up on whatever this product is and we push them towards that product. That third segment, when we send this broadcast to these high-ticket purchasers, the people that have spent the most money with us, we email the blog post but we are not trying to get them to spend money because they already have; we are just showing them good value and good will. We say that we noticed you purchased whatever it is, here is a blog post that’s going to help you use it better, please let me know your thoughts, we know you are a customer of ours and we would love to know what you have to think about this. Again, it’s the same type of message, the same broadcast and we are trying to get everyone to go to the same blog post but our messaging is different based on what we want those people to do. In this case, it’s the buy a low-ticket product, in this case it’s to ascend to a higher ticket product and in this case, it’s to read that blog post and give us feedback so that we can make their products better for them. I hope that makes sense and this is something that anyone currently selling information can do. Super simple and it’s the way you should start segmenting your list today, if you are not already doing it.

[00:03:39] Now, I want to give you an example for the physical product side of things, in eCommerce. Actual physical products. You probably know that we do high ticket sales so our average sale price is over a $1000 but when people are buying from us we found that there are really two types of buyers; this I a generalisation, this will be different based on your store. We typically either get a B2B (business to business) customer or B2C (business to consumer). On the eCommerce side of things that is how we segment the list: are they business buyer or are they a consumer buyer? This was when we are sending out information, let’s just say for example we have new product added to our site or we pick up a new supplier and we are trying to broadcast that message out to our list. If it’s going to the B2C people we do something pretty basic, if it’s going to a consumer we say that we just picked up product line xyz, here is a coupon code for 10% off or if you buy it this week you are going to get a free gift; something that a consumer would really appreciate. If it’s going to the B2B segment of the list, then the messaging is different. It’s talking about how this new product line could benefit their business and it’s actually asking them to contact us so that we can work out a deal with them. Every type of B2B in the high-ticket space, they want to get on the phone, they are going to place a purchase order, they are not just going to take out their credit card and buy online. It’s the same type of message: hey, we got a new supplier and hey, we got a new product line but we are asking for the to do something different.

[00:04:56] Hope that helps guys and I hope that gives you some tips on how to do pretty basic segmentation for broadcast emails. Whether it’s information you are doing or physical products, the same information applies to SAS as well if you are selling software. With that being said guys if you got value from this episode of Marketer Monday please do give it a like or a thumbs up. If you know someone who would benefit from it, definitely share it because that keeps the show going. The more questions, comments and the more feedback we get, the more episodes we can make and the more interactive it can be. Look forward to hearing your feedback, I hope you got value out of this one and I’ll see you next week for Marketer Monday.

Anton Kraly

Anton is a the Founder & CEO of Performance Marketer - a place where decades of real world marketing experience is shared. He began building business online in 2007 and has built and sold multiple seven-figure businesses.


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