SNM053: Segment Your List

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segmenting your list for fun and profit on today's episode. Today's episode is brought to you by converted the ultimate list building tagging and segmentation tool to find out how Convert kid can change your business and w profits. Go to serve the master dot com backslash Convert kit today. Are you tired of dealing with your boss? Do you feel underpaid and underappreciated? If you want to make it online, fire your boss and start living your retirement dreams now then you've come to the right place. Welcome to serve no master podcast where you learn how to open new revenue streams and make money while you sleep. Presented live from a tropical island in the South Pacific by best selling author Jonathan Green. Now here's your host. Hello and welcome to another very special podcast with me, your house. Jonathan. I'm very excited. It's five in the morning. It's absolutely gorgeous Outside and watching a wonderful sunrise. I'm all by myself spending a little bit of one on one time with you. My voice sounds a little bit froggy, a little bit worn out last week I did back to Back three and Webinars, which are three PM in America. So Thio make things convenience for some My new listeners of my new followers. I did have to stay up all night and it just wore me out. So please forgive me if my voice sounds a little bit worn out a little bit, Froggie. I'm gonna do my best to give you a full length episode today, and today's topic is something that's really important, even if you're at the very beginning of your marketing journey. This is on issue that I've been dealing with for years and years. It's something that high level marketers talk about all the time, but when we're beginners, it's very hard to understand how to implement. And it's this idea of list segmentation. And there's different ways people talk about lists imitation. When some people talk about it, they mean demographics. So sometimes you only emailed the men on your list. Sometimes you only email the women. You know sometime you only male the parents. Sometimes you may have people based on their age bracket. This is one form of segmentation, which is demographic signature ation, and with some list providers, you can't do that. They put in huge amounts of data. The way this works is connecting your auto responders off. Where to Social media tools. Most people use the same email address for LinkedIn, Facebook, Twitter and other social media profiles, whether they're on instagram or anything else. When you have a tool that connects with those and I used to dabble with a non responder that did this, you could pull in tons of demographic data about the person you can find out a lot about them. So with a simple email address, you can find out the gender, their age, where they work the type of industry there in how many friends they have. All of these pieces of information. If they have kids, have older kids. Are all of this data can we pulled from people's different social media profiles? This is one type of segmentation, but it's not what I'm talking about today. That type of segmentation is very much automatic. You have the data or you don't. And then when you send out an email you said in a broadcast based on the data or not, that's one type of segmentation we're gonna talk about today, which is much more valuable. A segmentation based on behavior and based on desire. This is more active, it's more proactive, and it will make a much bigger difference. Very rarely do people have a list that split into men and women when they only need a male one of the other. If you have a list about relationships, usually you'll segment the list at the time of opting. You have different free gifts for men and women if you have a weight lifting or exercise offer usually used with the list right away. But if you don't, if you're in fitness and you didn't do it at the beginning, then later on you can use demographics to split your list or to segment your list. One of the challenges I've run into is that I've been running email lists for seven years, and every time you launch a new product, you create a series of new list. You have your main new list for everyone who buys the product. Then you have the list for everyone who doesn't buy the product but takes a free gift on the way out, and maybe they'll buy it later. Then you have another list for everyone who buys each up So each time I launch a product ended with 45 new lists, and it begins to become overwhelming. And you need this list segmentation so that you can use the not feature when you're standing on email, email everyone except the people on this list. So let's imagine you have a list of 10,000 people that are interested in you when they bought different products in there like you in different ways. And they're all on different list. As I mentioned in The Convert Kid episode a few episodes ago. You do pay for each different list of persons on, but it's not a huge expense until you start getting a list much bigger than 10,000 but 10,000 it's not too big of a problem. You're only gonna have maybe 10 or 15% over Ridge, which is costing like $15 a month or less minutes, $5 a month for the over it. It's not a big enough problem yet, so you have people in all these different list, and you want to re send out a message about your course course. Eh? You say male Evan on my list, except for the people who purchased course, eh? By using that except U, then don't send a message to people have already purchased something. That's why the ability to say not it's so important with your email provider. The meals, they don't even the people that have done these actions. The problem is that and the problem I face an overtime. You've launched so many products in so many different markets, you end up with people on six list eight list 10 lists. You have all of these different miniature list. Some of the list only have 12 people. Maybe only 12 people took your third up. Selling a product. Do you have all of these different? Listen, you have to constantly set up these different rules. Now, if you want to really track people that bought your Amazon books, then you have to keep track of those behaviors. All of these different little things start to add up. And for me, I recently started working with a special with an email specialists. This is a lady who helps me with an email marketing. She helps me with writing emails. Mostly, she helps me with organization more than anything else. She does help me with writing e mails. She takes emails that I've already written structure, very written, kind of cleaned him up a little bit for me and helps a little bit with the language just to take me over the top. I'm always trying to get better, and with how much time I spend recording podcasts and creating new products. My e mailing had slipped off over the last few months, so I brought in someone to help me. I'm willing to admit that someone help me growing up with my structure. The biggest problem she noticed is that I had the most disorganized email software she'd ever seen, she told me, was a complete nightmare and shocked er. So I'm glad that even when I'm doing something wrong, I'm number one with all of my different lists and e mails and offers and projects have offered all mingle together, it's very difficult to set an email because you have to send an email toe one list and then not and do negative to like 10 or 15 other lists. So the numbers are really complicated, always doing these challenges, but it's important to segment your list so you don't send someone and offer they've already seen and we're interested in. You don't want to send them something. They said that they have no interest and buying, and when you're growing, you'll eventually have lists in different markets. I have lists and parenting. I have lists and person development. I have lists in relationship stuff. When I used to work on those projects, I don't wanna accidentally send an email about erectile dysfunction to my mommy's list. That would be a nightmare. Now. I don't promote that type of offer, but that's like the ultimate Met. The ultimate embarrassment, isn't it sending something that's so inappropriate? This is why we want to carefully segment or less rather just have one big pool that we email, everything that comes in because when you said in some of the wrong email, you could hurt that relationship. There are two ways that email providers now handle the idea of segmentation. The first is building multiple lists. Every time people do a new action or go through new form, they get added to a new list. You could also add people to new lists by providing links in your email. There they click on links X the software knows move him to a different list the other way, which has always been quite expensive. This is a way that very expensive providers, dio is called tagging. Each time someone does something, it just adds a note to their file adds a little tag that says took this freebie about this product about that product. Instead of having multiple lists, It's out of hard to explain purely by audio. But it's much, much more organized, and it's always been a very expensive feature for a long time. The only company writer's future started $300 a month, and working with them, in my opinion, is a nightmare. I do have a few friends who successfully worked with this company, but it takes a lot of work, and you have to be a lot smarter than me, probably three times more than me to successfully work with their platform. It's very expensive, Their customer support is very expensive, and most people I know who worked with them have someone at least part time who just works on that software. So they've to pay $300 a month, and then they end up paying an extra 1000 to $3000 a month just to have someone help them set up the software, and it's always been the only way to get tagging. But lately a few different providers have started offering it. The cheapest of them is convert Kit. That's who. I use that. So I've mentioned before in previous episodes, and the main reason I switched was organization more than anything else. When you're really disorganized and you have all this complicated segmentation, it's hard to get excited about reading email because then you have to sit down and spend 15 minutes thinking about who you can't you can't send to. It's hard to automate your sequence is the reason we want to sequence. The reason you want a segment are sequences segment our list and divide them up are three main reasons. The first is when we're promoting a 1,000,000,000 offers. You have a list in the health space, and you're promoting this yoga course you can send out as I cover in my email blueprint. Five e mails promoting this you, of course, but you don't want to send the same email over and over again the same person, and you don't want to send someone to offer. They're obviously not interested in, So the way you could tag your list the way I attack my list is first. You can look at the UN Opens people that have not opened the e mail you can remain with Ian Opens. This is a simple segmentation toe. One time use unless you save the segment for some reason. But you send it one time when you say different subject line. And you contend the same email because they never saw the first thing that they never opened it. The second way more advanced segmentation is emailing everyone who either didn't open the email or opened it but didn't click the link. So these are all people that never saw the Page one and send them to the first group. Your subject line didn't work. The second group, the message of her email, didn't work, so you could write a brand new message with the new subject line in a whole new email, send it only to the people that didn't click a link who never saw the offer. And to them it's something completely new, completely fresh. And then the people who click that time it gets a lot more sales and actually email your unopened emailing. Your non clickers will really boost your income. If you just stop the podcast right there with that simple beginning segmentation move. You'll make a big difference now beyond that, with advanced segmentation with a little bit more advancement than you just keep track of which types of offers people click on. So every time you create an affiliate offer every time you're running an offer as an affiliate, you simply mark which people click it. After a while, you'll notice 60% year list clicks on yoga offers 60% your list clicks on diet offers and 35% of your list clicks on Kettle Bell offers what you can. D'oh start sending specific offers to the people that are interested in that type of thing, and you could do that automatically by creating sequences, which is where you have a sequence that's tied to each tag. Very powerful way to send out automatics here is the most, rather than just affecting your broadcasts. But now you're sending people the right messages. Of course, you could send everyone your cat about female 35% people be interested in, but you're wasting the email you sent to 65% of people. Six hours of people are opening email that doesn't interest them. So instead, you could send out e mails that are correct for three different groups of people and increase your sales, decrease your opt outs and increase your engaged when people say, Wow, this guy understands what I want. This lady understands the messages that I respond to. The second really powerful way is with up cells. So you're selling your own product product? A. When people buy immediately on the next page, they're offered up. Sell a bonus, a one time offer. This is where you try to sell something your front end products 27 $47 next thing you show him is something for $97. Huge bump for you, nice income boost, and it's really valuable. If you've done your marketing right, you're up Cell makes sense to your audience and will increase how much money they make. It will really help them. If you only put your buyers on the list and you don't separately put a list for your up sell buyers, you can't re offer that up. So otherwise you're gonna offer it to people who already bought. If you sell 100 copies of the main product only 17 up cells if you email all of them and say, Hey, here's this amazing offer case you missed it. Here's the Upsell. Those 17 people are gonna get annoyed. You're gonna damage your relationship with them any time you send people all for something we already bought to get annoyed because it shows them that you're not paying attention to them and that you've made a mistake. So you really, really want to avoid that? The third step is developing intelligence sales promotions when you're promoting her own offers. When you're running your own campaigns, you can do some really amazing things. You can ask your audience what types of things they're interested in. You can set out a little survey and email and say, Are you interested in losing weight, gaining muscle, being more attractive or being stronger to your fitness list? This simple question they click on whichever links interest them and each link just adds a tag to the profile. Now you know the right offers to send them they're willing to give that information so that you send them better emails as faras the mechanics implementing this system, which will make you more money and make your list happier. There's a couple of key steps. The first is action tacking. When they do different things, you add them to a new list for you tagged him in Convert kit. Whenever they buy a product, they get added to a new list inside your auto responder. And you can also set an action that when they get added to a new list, they get removed from the old one. So let's say you have a list for people that took a free gift on your yoga offer. You then have another list for the yoga offer Buyers. Yoga Free Gift is gonna keep tried to sell them that yoga offers, so you don't want to resend that over and over again. It's a minority. Bought it. When they buy, they get taken off the free gift list and they're on the buyer's list. So this is moving people from list a list rather than just adding them to a new list. This segmentation will ensure that you don't send people in annoying promotion. Hey, I know you bought a yesterday. No, you bought me young, of course, but I want to make sure again. Do you want to buy it again? That's an annoying email that you don't want to send, and it could be a little bit embarrassing. This is a great way to avoid that mistake that we've all made. It's pretty common action. Tagging can also work when they click on different links, or they go through different opt in. So every time someone takes a free gift for me, Big Attack. I know everyone who's taking the free gift and breaking orbit, and everyone's taking the free gift and 20 came today, and everyone's taking the free gift and serving a master. So I know the people who bought different books. I'm not going to send someone an email recommending they buy my books serving a master if they've already bought it that silly When you buy a book through Amazon or when you sell products to Amazon, Amazon doesn't give you the email addresses of your customers, so I can't segment and mark people at the point of purchase, but they can segment anyone who takes the free gift. That's a really helpful way to segment my list and to start tagging people very valuable for me. Another way of segmenting or mechanics is time based movement between your list or you're sequences when someone has been on a certain list for 30 days to get moved to another one. This way you have your brand new people and then or second phase people. So perhaps when people join your list, they go through 30 days of automated e mails. At the end of those 30 days, they then get added to your general pool list, which is where you send your broadcasts. You don't want any more people to defer offers on the same day. This is a great way to continue to build your list and do not accidentally make that little mistake of sending automated email that you didn't realize they were gonna get. And then sending a broadcasting, which is your intentional time, which is your intentional even descent today. Third thing you could do the third element of the mechanics of splitting people, as I mentioned before, is simply sending them a survey. This is something really wonderful that Ryan Lebowski teaches in his book, Ask and he talks about the 12th email. He sends a 12 email sequence. It's a really, really good book, actually. And the whole book, of course, is the leading to his funnel. But his service is air so much more expensive than mine. I'm more than happy to recommend this book because he starts out charging $25,000 just to get on the phone. So you got big money, too. If you want to work with him, his whole system is asking people what they wanted and giving it to them through using surveys in a very intelligent way, I'm a big fan of his methodology. I think it's very, very good. And on the 12 female in the sequence will say Okay, obviously you weren't interested in buying my yoga course. What are you interested in? Are you interested in A, B, C or D? And of course, he develops those four questions by asking questions earlier on in sequence to find out what four options he should offer. This is very valuable way of approaching your list, and it's a great way to segment instead of you just arbitrarily adding tags. You let them add tax themselves, and now you know you're standing them offers based on what they're interested in, They said had, like, eight e mails about this very, very powerful technique. Survey email simply says, I don't want to send you emails that waste your time or don't interested you. You obviously weren't interested in this yoga product, and I totally understand that The last thing I wanna do is annoy you by sending a bunch of emails about something else you don't want to hear about to tell me what you'd like to hear about from me. Most people look like something because its value with them. They don't have the dumb emails and you don't want to send the wrong most. So creates a really strong relationship following these mooncakes. Following his implementation, you can send out more intelligent automated e mails. You put people into your sequences for the products they want to hear about. When you segment airless properly, you will massively increase your profits. You will massively increase your email opens, and you will massively increase your engagement advance team. Oh, Marcus, people that mean more marketing it for a long time they talk about important things like e mail rates, open rates and click through rates. Sometimes I meet people that tell me I've got a list of a 1,000,000 people. I've got a list of 100,000 people I'm like. That's so cool. And it also doesn't matter how many people open every e mail. Sometimes people have an email list of 100,000 people, and it's total garbage. Only 3000 of the people on their list is open an email in the last six months in the other 97,000. They don't matter. All that really matters is you're open rate. How many people were reading email? You send out pretty important, even more important that how many people click on familiar scent. So if you have an email list, 2000 people and 50% of them click every message. You said if you could send 1000 clicks and someone else with a list of 100,000 people can only get 3% to open and out of them. Only one of the three clicks. What you're sending the same amounts of traffic except your traffic is better because people like you more because you have such a high percentage that shows you have a better relationship with your list. So don't worry about your size list and don't wait to start segmenting down the light. The sooner you start segmenting, the easier it will be. When you try and wait six months or a year and you go, I don't wanna I don't wanna add in these things until I have a list of 11,020 Whatever your number is. People, when you hit that number, you're going Oh, no, this is a nightmare. Believe me, I've been down this road. This is a mistake I made. I've been through multiple email providers through different campaigns and different niches. And I can tell you that now that I'm at home with converted, it's a lot easier to manage my list. It's a lot easier for me to structure everything correctly with their amazing tagging feature, and also I no longer have to worry about accidentally sending people the wrong email that they don't want to hear about. I'm very excited about this, and if you segment your list properly, if you follow these simple principles, you will make more money and grow your list and grow your business a lot faster. Thank you for listening to this week's episode of Serve No Master. Make sure you subscribe, so you never miss another episode. We'll be back tomorrow with more tips and tactics on how to escape that rat rings head over to serve no master dot com forward slash podcasts Now for your chance to win a free coffee of Jonathan's bestseller Serve No, master. All you have to do is leave a five star review of this podcast. See you tomorrow. We owe Celebrate the launch of this podcast. I'm giving away some epic prizes. You could win an Amazon tap and have me personally turn you into a best selling author toe win. You're part of over $20,000. In prizes. Go to serve no master dot com backslash contest