Imagine this: You've meticulously crafted email segments like "Outdoor Explorers" and "Tech Trailblazers." But is your segmentation strategy truly effective? Look beyond open rates and clicks. True impact triggers a chain reaction: - Vanishing spam complaints and opt-outs: People are captivated, not annoyed. - Skyrocketing engagement: Replies, shares, and gratitude abound. Your audience is actively involved. - Organic conversions: Tailored content leads to desired actions: purchases, downloads, sign-ups. Remember, successful segmentation isn't just about dividing your list; it's about delivering the right message at the right time. When you master that, the results will unmistakably declare your success.

Starting with the basics or fundamentals is always best. Reviewing your current data and results is vital in knowing if future changes are effective or not. Begin with understanding how you identify your current customers/audience (if at all), look at what percentage of them are inactive or haven't opened one of your emails in the last six months as a minimum, then identify three ways you can personalise interactions with your customers. Once you have this happening for all emails, review the numbers against past efforts to ensure improvements are being seen. Test and measure constantly.

List segments are the key to effective email campaigns. The first step is to know who your segments are and why they were created. Understanding their characteristics, pain points, and goals helps you tailor your messaging for better engagement. This will make it much easier to align your content to deliver real value.

Metric tracking is essential to assess your campaign's performance. The most often tracked metrics are open rates, click-through rates, conversion rates, and customer LTV. By tracking metrics, you can stay on top of your performance, identify areas to prove, and see how you compare to industry averages.

The first metric to monitor is spam report. High spam reports mean that your targeting is wrong and you are burning your domain reputation. Google Postmaster can help you here. The second most important metric is the unsubscribe rate. Retention is always more profitable than acquiring new users, so you want to keep your unsubscribe rate as low as possible. Only then come your business metrics like click-through rate and revenues per email. Last but not least: you should never have hard bounces. Always use email verification tools like EmailListVerify.com before sending your campaign.

Keep an eye on how your segments are performing – it's really important for your success. This is the only way to find out if your measures and segmentation are actually working. It shows you whether you're making progress or if there are areas that you need to tweak. If you don't do this analysis, you might miss out on some great opportunities. So, keep an eye on your segments and tweak your strategy if you need to to keep improving.

Worried your email segmentation isn’t working? Here’s how to know: You might be overlooking key metrics. Try this: - Check your open and click-through rates. - Measure conversion rates for each segment. - Track revenue per email. And don’t forget: 1. Watch unsubscribe rates. 2. Run A/B tests within segments. 3. Monitor engagement trends over time. These metrics should show consistent improvement if your segmentation is effective. Remember: Data tells the truth. If your segmentation isn’t driving results, it’s time to adjust.

Let's approach this in three phases: 1. Monitor: Set a baseline by tracking the core metrics like open rates, click-through rates, conversions, and unsubscribes across all segments. Don’t forget revenue per email. 2. Analyze: Identify trends. Are there certain segments that consistently perform better? Compare each segment’s performance against your overall list and industry averages. 3. Optimize: Based on your analysis, try tweaking your approach with a few strategic tests. Here’s how: -A/B Test Content -Adjust Frequency -Personalization Push Repeat the cycle :)

If you’re using Klaviyo for your eCommerce store, a great way to test is by sending the same email to different segments in one go. For example: non-purchasers, purchased 1X, purchased 2X, purchased 3X, VIP, etc. This lets you see how each group responds, giving you a clear picture of customer behavior and what drives them to act. Some insights you might notice: Your VIPs respond better to exclusive offers, while first-time purchasers need more convincing with product benefits or social proof. The goal is to figure out what each segment values most, so you can optimize future emails to fit their preferences. Happy Emailing 👋

Testing your segments is a great way to ensure your email strategy is on point - A/B testing is a must for me. This allows you to test different subject lines and messages to see what performs best. You then can refine and optimize your approach. Testing allows you to ultimately find what works best with your audience.

Treat segmentation like a science experiment. Test new audiences before including them in your quarterly send calendars. To do this, use Klaviyo's audience breakdown tab: ↳ Identify 3+ segments you want to test (e.g. interested in, buyers of, VIPs) ↳ Send each campaign and include these segments ↳ Analyse for engagement (opens + clicks) Select the winners & know to include them in similar campaigns moving forwards.

Just make sure you test within your segments, but don't overdo it. If you're testing too many things at once, it can get confusing and the results won't mean much because not enough people will have received them. Focus on one or two tests that are really relevant. With automated campaigns in particular, you can plan ahead and test specific things to gain valuable insights. This helps you to keep on top of things and get meaningful results.

Regularly A/B test different segments by tweaking variables like subject lines, content, and send times. Compare results to see which segmentation strategies yield the best engagement and conversions, refining your approach over time.

Regularly reviewing your email segments is essential because they’re not static. They can change due to engagement, customer feedback, market trends, or your business goals. Aim to review your segments at least quarterly to ensure they’re still relevant and effective.

It's a best practice to check your segments regularly to see if the target still fits or has been reached. You can also check whether the desired migration between the segments has taken place.

Review your email segments for better performance. Listen, if you’re seeing low engagement: Avoid: — sticking with outdated segments — assuming your segments are fine because they used to work — ignoring shifts in customer behavior Instead: — audit your segments every quarter — adjust based on recent purchases and activity — create new segments for growing customer groups Track changes for the next 30 days. Tweak and optimize from there.

Periodically analyze your segments to ensure they remain relevant. As your audience evolves, update your segmentation criteria based on new behaviors, preferences, and data to keep your campaigns effective and targeted.

You can tell if your email segmentation is working by: 1- Tracking engagement metrics: Look at open rates, click-through rates, and conversion rates for segmented email as well as general email. 2- Comparing metrics: Compare the performance of segmented emails to general ones. If segmented emails have higher engagement and conversions, it's a good sign. 3- Monitoring unsubscribe rates: If unsubscribe rates are lower for segmented emails, it means you're sending more relevant content. 4- Gathering feedback: Use surveys or customer support interactions to get direct feedback on the relevance of your segmented emails. 5- Continuously refining: Analyze your data and adjust your segmentation strategy accordingly to optimize results.

A bit of a dirty secret in deep email marketing circles is that hypersegmentation doesn't work! Thousands of segments with a couple dozen people in each will overload your content creation mechanism and will ultimately not result in a meaningful increase in conversions. Instead, focus on your brand voice and your merchandising strategy. What is it that you are trying to sell? Who is the buyer? How will you connect the buyer with the product? Answers to those questions should, broadly, inform your strategy, and then from there, you should end up with 3-4 key segments which you can further shrink or expand and your account health allows for it.

Sending sale-specific emails (eg: BFCM) to the master segment will not generate more revenue. At the same time, hyper-segmenting the audience based on gender or demographics no longer works. It's always wise to segment according to customer behaviors.

Use your best segments to warm up your campaigns. If you plan a large-scale email campaign (for example for black Friday) send first an email to your most active segment (most recently active customer). This segment is more likely to open and click your emails, which will boost the deliverability of your campaign.

When I start working on accounts, I rarely see many issues with who emails are being sent to. Where the issue more often lies, is that they haven't considered who NOT to send emails to. You need to exclude: - Frequent bouncers - Recent bouncers - Spammers and spam traps - Role accounts - Bot accounts - Flow recipients - Profiles with no explicit consent These segments remove problematic accounts from your campaign sends which often cause negative engagements like bounces, unsubsribes and spam complaints. The flow exclusions segment prevents people who are in flows from receiving campaign emails at the same time. Otherwise, they can receive too many emails at once, and get distracted from flow messaging, which is usually more relevant.