See how to quickly create segments for
campaigns to drive even more revenue.
There have been studies on billions of emails and segmented emails tend to drive more traffic because of relevancy.
“Segmented email campaigns tend to drive much better results than
non-segmented ones, including:
14.31% higher open rate, 100.95% higher click rate,
4.65% lower bounce rate” – Klaviyo Analytics
And so the same asset unlocks 25% more revenue because we’re being strategic about it.
You may have heard that you get $1 per subscriber per month… well in my experience that’s a big fat LIE.
When you segment your list properly this $1 becomes $5 or even $10 per month.
So segmenting IS important yet most people aren’t segmenting at all or aren’t segmenting in the right way.
Today, we’ll look how to segment your list properly taking into account:
- engagement,
- buying frequency and
- spending level.
The first big segment we want to look at is our WHALES…
These are the customers that are frequently engaged, make frequent purchases and when they do purchase they spend a lot of money.
These are our VIPs. The people we want more and more on our list.
Mission: Keep them happy.
Next segment are our Potential Whales…
They’re recently engaged with our brand, they have maybe recently bought something and they’re clicking on our offers BUT they’re not purchasing frequently. However, when they do buy something they spend a good chunk of money… but they’re not doing so at the same rate as our true VIPs.
Mission: Increase purchase frequency and value to drive them to that highest category.
The next segment are our Loyal Dogs….
These are the people who are recently engaged with our brand, who open our emails, check the offers and buy frequently. They’re loyal to our brand.
But they don’t spend a lot of money when they buy.
Mission: Increase Average Order Value
Our fourth segment are our Squirrels…
These are usually the people who’ve recently entered our world, are engaged with our brand just like our Loyal Dogs… but they haven’t purchased yet and so they have no value yet.
Mission: Activate them – we don’t know if they’re going to be a Whale or a Loyal Dog but we want to knock them off the fence and see their style.
Fifth segment are our Ships Lost at Sea.
These are most often your ex-Whales with frequent and high-value purchases… that stopped engaging with our brand.
Mission: Earn them back
The final segment of our customers are our Treats…
These are you ex-Loyal Dogs with frequent and low-value purchases that stopped engaging with your brand.
Mission: Reengage and bring back.
As you can see it’s all fairly straightforward and logical as long as you know what you’re looking for.
Now don’t get me wrong — there’s a lot more happening behind the scenes than just knowing these 6 customer segments…
First you need to find these people within your list and then you need to send them segment specific emails to communicate with them in the right way (And this usually takes time and practice).
But still…
In tendon, if you’re hitting all these different groups on your list you’ll unlock an insane amount of revenue because you’re treating different segments of customers differently because they are different based on their purchasing patterns and purchasing history.
Wanna segment your list to drive more revenue?
y’all coming for supper or what?
Katja Mokotar
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Katja Mokotar is a professional email Copywriter. She creates email strategies for CPG eCommerce that generate new & repeat customers… and can often be scaled to $1M and beyond.