Segmenting: The #1 Sales Technique

Salespeople often get a bad rap. It doesn’t matter what they’re selling – one bad experience with a scummy, slimy swindler and you’re left with a bad taste in your mouth for quite a while.

But for every scalawag salesguy, there are dozens of serviceable and accommodating sales reps that truly want to help you find the best product out there.

They engage you, ask you questions and soak up clues that could possibly aid them in closing the sale. They aren’t pushy, overbearing or deceitful, but instead they’re informative, helpful and driven to find a good fit for you – no matter if you’re buying a car, a pair of shoes, a puppy or a television.

Segmentation can help your email marketing campaign function in the same way. Read on to find out how to use this tool to maximize profit and keep existing customers happy.

Give Subscribers What They Want

When you segment your list, your email campaign assists your prospective customers and clients by providing them with emails that match their specific interests, just the same way a salesman would.

Here’s a compilation of our most informative segmentation posts to help you turn your campaign into a selling machine.


Start Segmenting: 3 Easy Steps
If you have more than one web form on your website and you’d like to track which form pulls in the most subscribers, learn how to segment using our ad tracking feature.

Email Web Analytics: 2 New Segmenting and Targeting Options
Ever wonder which subscribers aren’t opening your emails? Want to know who is clicking on certain links to your website? Segmentation makes both of those things possible.

Email Segmentation: 5 Groups You Can Easily Target
Learn how to focus on your non-responsive subscribers and those people who actually open your messages to make your campaign more relevant.

Email Segmentation: More Groups to Target
New subscribers and people who click on links throughout your messages are also important groups to target. Figure out how and why you should follow those subscriber trends in this post.

Segment Customers to Build Loyalty
When you have an existing customer base, it’s important to focus your energy on retention. Keeping those buyers happy and encouraging repeat business can be tricky. Take a softer approach to win their loyalty using segmentation.

Email Segmentation: Easily Target Customers
Your existing customers are just as important to your business as new ones. Reward repeat customers for their loyalty and drive repeat purchases by separating them from the masses and sending them specialized messages.

Email Segmentation Lifts Sales over $31,000
Ever run into a predicament and send a message to the wrong group of people? Here’s how to correct the mess up.

Segmentation Screwups: How to Recover
When you have an existing customer base, it’s important to focus your energy on retention. Keeping those buyers happy and encouraging repeat business can be tricky. Take a softer approach to win their loyalty using segmentation.

See for Yourself

If you haven’t tried segmenting your campaign before, there’s no time like the present to try it out.

Hopefully your subscribers will thank you for providing timely, relevant and targeted information by spending their hard-earned money with your company.

Let us know how it goes and leave your feedback below!

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14 Comments

  1. l choose AWeber education because it’s very up to date information, easy to understand, helpful, the price is low, and l think everyone can make it.

    7/27/2010 7:29 pm
  2. Bob

    I would love to segment my list by offering a survey and then sending out personalized emails to the list depending on the results of the survey. This would be super powerful.

    It’s a pity Aweber doesn’t offer that feature…yet!

    7/27/2010 9:27 pm
  3. Bob – You can actually do that! Check out this recent blog post for instructions: http://www.aweber.com/blog/email-marketing/market-like-a-mind-reader.htm

    7/28/2010 8:50 am
  4. Rebecca,

    Great tips. Loved how you added in your comment that it’s possible to segment by survey result–smart thing to do.

    I’ve had great results just resending the email to people who don’t open them. I search for people who haven’t opened my last email, create a segment with them, copy my last email, change the title, and resend it. It usually doubles the opens and click-throughs.

    7/28/2010 1:23 pm
  5. Bob

    Hi Rebecca. Can you do that with follow-up emails or is that only available with broadcast emails?

    7/28/2010 3:52 pm
  6. Bob, You can certainly segment surveys and other actions that subscribers take inside follow up messages by targeting those subscribers with additional broadcast messages.

    7/28/2010 7:40 pm | Follow me on Twitter
  7. Bob

    Hi Tom, what we are looking to do is provide a survey and then send out automated emails based on survey responses. We understand that this cannot be done with aweber which is a shame. Is there any chance you could add this feature?

    7/29/2010 3:31 am
  8. When do you think segmentation really becomes interesting and viable? For example, I have a list of under 250 subscribers. I plan on scaling that massively but I’m not sure segmentation would be helpful now. Do you have any insight into when your best customers start segmenting?

    7/31/2010 4:42 am
  9. Hi Allan, I find it best to segment as soon as possible. For example, you may want to segment the customers that are most responsive to your emails.

    These are the customers that may make you the most money and spread your message around. Because of this, they should be treated extra special to keep them interacting.

    You may also want to segment if they joined you via a specific offer. People that took this offer may also like products other then your standard one, so you may want to email just these people about new offers and promotions.

    8/18/2010 3:01 pm
  10. Cristiane

    Several months ago I inquired Aweber on when we’re going to be able to send one message to more than one segment (like you do with lists), as well as when the subscriber search fields interface will allow me to create a segment based on "or" in addition to "and" criteria. As far as I know no good news yet.

    I have a great opportunity to hit a group of prospective customers who have clicked in the same link in my last 4 broadcasts. I’d like to send one message to all of them at once. I don’t seem to be able to make this happen.

    I was able to create 4 segments based on who clicked on that particular link in the last 4 broadcasts. But I’m forced to send the same message 4 times to be able to reach these 4 segments. And what about duplications among these segments? I don’t want to upset someone because he got the same message 2-4 times in a row.

    Then my other approach was to go the subscriber search fields interface and try to reach these 4 segments by selecting "Link Clicked" and the particular link I wanted in each of the 4 broadcasts. That would give me exactly the group of people I’m looking for. NO. Why not? Because the search criteria is "and" and I don’t have the option to select "or"! I consider that a major problem at Aweber when trying to create more customized segments. I like to believe I’m not the only out there in need of these improvements ASAP.

    I appreciate any help I can get. :-)

    9/24/2010 5:29 pm
  11. John

    Cristiane has explained exactly the sticking point with Aweber for many of us users. Why still no solution yet after all these years?

    2/24/2012 8:00 pm
  12. Brad

    I’m with Cristiane and John – this is exactly what I’m trying to do myself.

    11/4/2012 10:07 am
  13. Brad

    OK – here’s my highly manual workaround that might work for others finding themselves in this situation where they would like to segment based on opening or clicking associated with a series of emails vs. a single email, and where you don’t want to annoy your prospects with duplicate follow up emails.

    #1 – Add a custom field via the My Lists tab – you can call it LEADS or whatever else you prefer (and leave that field blank for now).

    #2 – Create (but don’t send) new and separate segments for each opened email/click you want to track.

    #3 – Using the Search function under the Subscribers tab, query for the first segment you created in #2 above. Open (click) on each subscriber, scroll down to the customized field you created and add a a specific letter or word of your designation – e.g. “L” for lead or “Y” for yes).

    #4 – Repeat this process for each of the individual segments you created in #2. When you open up a subscriber who’s already been “marked” no big deal – just keep moving through the segments.

    #5 – Finally, create a new segment based on the customized field you created – that field will be available in the search drop down menu – e.g. LEADS is L or LEADS is Y.

    #6 – Almost forgot – after the fact, and especially if you’re going to be repeating this type of campaign again in the future, you’re probably going to need to go back into that customized field and remove all those “L”s.

    OK – this is obviously a VERY manual process and may not be cost/time productive if you’ve got a huge list or thousands of clicks to process, but it will eliminate the duplicate email issue.

    Hope this helps – good luck

    11/4/2012 10:39 am