List Segmentation: What are Tags?

List segmentation can be as simple or complex as you want it to be.

Some businesses opt to only have two segments… 1 for leads/prospects and 1 for customers.

While I don’t recommend this strategy, many successful companies use this method and it seems to work well for them.

This is without a doubt the simplest segmentation method (unless you don’t separate leads and customers), however simplicity does come at a cost. Both groups of subscribers will be paying the price.

Why?

Because you are treating them as a collective group rather than individuals which will make you unable to cater to each subscribers specific needs.

And in todays world of online marketing. That just won’t cut it.

If you don’t cater to each lead or customer…

Your competitors will.

And that’s where tags and tagging comes in.

What are tags?

Tags are basically keywords that allow you to label, organize, and segment your contacts.

What is tagging?

Tagging is a way to organize and group your leads into ultra-specific segments by assigning keywords (tags) to their contact record.

How can tags be used?

The possibilities are literally endless with tags. This is both good and bad.

The Good

  • Specific tagging strategy for your business. (The way you want it)
  • Allows you to send emails to specific contacts based on almost anything. (entry points, exit points, lead magnet downloads, product purchased, etc…)
  • Increased engagement from your subscribers.
  • Better reporting so you can stay on top of what is working and what isn’t.

The Bad

  • Easy to go “tag crazy” and make a big confusing mess.
  • Planning and creating a strategy is required to make sure everything functions correctly.
  • More time consuming.

What’s Next?

Now that you know what tags are and what you can do with them… it’s time to show which services offer tagging as a feature and which one I recommend.

Stay tuned for the next post!

Why I Unsubscribe… Something To Think About

Want to know the quickest and easiest way to get me to click that little “unsubscribe” button at the bottom of your email?

Offer or give me something that does not apply to me.

Click… You’re out of my inbox for good.

Honestly, it’s unbelievable how many emails I receive that are offering something or giving me a tip that I have little or no use for.

I’m not here to throw anyone under the bus, or call people out. But if you’re doing any email marketing, you should really look at your campaigns and make sure you are segmenting your lists and subscribers so this doesn’t happen.

Now…

There is a BIG difference between someone not being interested in your offer and someone who should not be receiving it.

Let me show you what I mean:

As a terrible golfer (ugh), I went online looking for tips that would help me hit the ball straighter.

I found a site, watched a few videos, and signed up for their email list where I would receive “weekly golf tips”.

Awesome… just what I was looking for.

Over the next few weeks I got tips showing me “How to Drive The Ball Over 300 Yards” and “How to Win Your Next Tournament”.

Wait… what?

I’m struggling to keep the ball on the hole I’m playing, let alone the fairway, and you’re showing me how to drive the ball like the pros.

I’m a quick learner, but this seems a little ridiculous.

This is a perfect example of an email/tip I should not be receiving.

If they had sent me something more generic like “5 Tips To Hit Your Driver 10 Yards Further”. That’d be cool.

Who doesn’t want a little more distance off the tee? But teaching me how to play like the pros is jumping the gun a bit and eventually forced me to unsubscribe.

Don’t do this to your subscribers!

When I joined their list, I was expecting to receive something of value. I’m sure a portion of their audience finds value in their emails, but unfortunately they were worth nothing to me.

As marketers…

We need to make sure that we are offering value to EVERYONE in our audience.

Don’t get me wrong, this is not easy. We’re not going to please everyone, but there is one way I’ve found that will help us annoy our subscribers less 🙂

What is it?

List Segmentation

I don’t know exactly how that golf website organized their subscribers, but I’m guessing everyone is being put into 1 list and going through the exact same autoresponder series.

Can this work?… Yes.

Is it the best way to do it?… No.

The best way is by segmenting your list and making sure everyone get what they should be getting.

I’m not going to get into the specifics of list segmentation in this post (I’ll write one shortly), but here are the very basics…

What is list segmentation?
Breaking up your email list and subscribers into smaller more specific subgroups.

Common ways to segment your list?

  • Gender
  • Age
  • Skill Level
  • Purchase History
  • Location
  • Annual Income
  • Occupation
  • whatever else you can this of 🙂

Which email marketing services allow segmentation?
Almost all common email services allow you to segment your lists, but not all of them are equal. (I’ll cover this more in depth in an upcoming post)

Is segmenting your list easier than treating every subscriber the same?
Not at all. Segmenting creates a lot more work and requires you to actually think through your marketing strategies to make sure everything is working correctly.

Is it worth it?
Yes! Without a doubt.

to be continued…

What about you?

Do you have an email list? If so, do you segment your subscribers or just send out to everyone?

Let me know in the comments below.