7 Best Ways To Segment Your Emails | Step-By-Step Klaviyo Tutorial

segmentation is a crucial Topic in e-commerce email marketing nowadays and actually not many companies do it well they either don't do it at all and they just send out the same generic message to everyone and they bless their email list and they annoy their subscribers or other people they overdo it and they go too granular and actually they do things that they don't really work so in this video I will talk about the best seven ways how you can segment your list in order to maximize your email marketing results so as you will see the best seven ways how we segment the email list these are usually based on behaviors personal characteristics and certain conditions and using these segments you can send out highly customized email campaigns that also email flows and actually you can analyze the data the different characteristics of your list and your segment as you will see the segments are like email lists they are Dynamic so when someone meets the criteria they immediately add it to the email segment so it's where to stick to the end of this video because I will show you the seven best ways how you should segment your email list and also in the description I will share a document with you that will show you the these seven ways how you can segment your email list and actually even much more ways table Nation I'm happy that you are here on this channel the purpose of this Channel and my purpose is to help more e-commerce owners out there because I can see so many of them they simply don't believe how great Heights they can achieve if they really have a proper mindset and they have the right knowledge to implement the right things my personal goal is to have at least one thousand you e-commerce business owners in the next few years and I want to work with them directly because I really believe in this I don't want to sell some shitty course to them but we really want to get great results for them because I know so many people they need encouraging words out there so if you want to join the journey and you want to learn e-commerce and customer retention you want to improve in this then go down subscribe to this channel hit the notification Bell and now let's go back to the video alright alright so let's talk about segmentation so in this video I will use clavio our go to email marketing tool and if you don't know much about segmentation in this tool here's the dashboard of clavio this is a real e-commerce store from Canada and if you want to create list or segments you should pick this Sub menu and now I won't talk much about lists but segments so regarding segments you can create as many as you want and these segments are Dynamic so the these are dynamically updated on a regular basis when somebody meets the criteria of a certain segment so there are different ways how to segment your email list and also I will share this document with you in the description and here in this dock you will find everything I talk about in this video and actually even more so you can go to the description and download this later so the first type of segmentation is engagement based segmentation this is really the Alpha and Omega of of email list segmentation and I think this is used by most of the companies before we jump into this what are the two most common mistakes I can see with segmentation so people either under do it or they overdo it and in the wrong way because they either don't care about segmentation they just bless their whole email list with the same message and the same copy same creative to everyone to all subscribers that's one end of the spectrum and then you will lose sales and even subscribers because they will many of them they will get annoyed by your very generic message and the other end of the spectrum when people they over segment their list or they use irrelevant segmentation and this is also a problem because you waste your resources you spend a lot of time even money on segmentation and it won't yield any or not much results for you and actually that's why where working with an agency is very useful and that's why it really matters that my team and ivy have worked with more than 200 companies up to date because we tested many many different things and we just know what works based on our experience so let's start with this engagement based segmentation and once you have this document you can use these as an instruction as a guide to set up the segments first of all what engage 30 90 110 means so these are the people who opened or clicked on email or they were active on your site in the last 30 days 90 days 120 days or whatever you can even use broader segments with higher numbers so let's set this up I will create a segment so go to segment and then here I will add engaged engage 30. and I will use test by Daniel select condition someone opened an email at least once in the last 30 days or clicked on email you may ask why we need both because if they click an email they already open one that is a technical reason for that I don't want to get into it now but actually you have to add both if you want to measure this correctly so active on site at least once in the last 30 days or created in the last 30 days even if they haven't opened any emails yet they are clearly engaged if they just signed up and person is not suppressed so they are still active on the list is not suppressed and now let's create this segment let's see how many people they meet this criteria alright so this is the segment and I always check a few people their history their histories if this really meets the criteria of the segment I can see this person opened an email a few days ago so obviously yeah opened an email within the last 30 days so yeah I think this segment the definition is correct and if you want you can change these days to 90 and then it will become engaged 90 and you can use even higher numbers so here we only look for engagement but if you want you can also add buying Behavior so you can add add this that someone placed an order at least once in the last x amount of days and on the contrary we can also find the unengage segment that we call sign up churned or or unengage signups and engaged subscribers and you can identify those people so let's set this up in a second I will go to list 10 segments again and create a list segment I will create this one let's say signed up churned foreign Ty signed up before 180 days okay so I found this here property is about someone created is at least 180 days ago half a year ago and opens the email zero times in the last half a year so here we have to use and and not or this is a common Mistake by people um open email zero times in the last one 180 days and also click the email zero times during this time period click the email zero times in the last 180 days and active on site zero times active two times in the last 180. and finally based order zero times in the last so here we add the the buying Behavior as well place the order zero times in the last 108 days and version is not suppressed for email so it's someone who is still on the list and every everywhere we have and everywhere we have 180 days and let's create a segment okay so you can see I'm not perfect either I had to review the segmentation and in the end I could see two people preview found only two people in this category and actually it found many many people but they were all surprised I think our account manager just cleaned the list recently so these are the sign ups who churned the last 180 days they were created at least half a year ago they didn't open emails didn't click who were not active on the side didn't place any orders it and the software found many people but all of them they were suppressed so they unsubscribed they bounced we deleted them whatever only two people are those who are uh not suppressed but still uh churning and these two people so they received email and they were not active basically so with these uh people what you should do and I will just update the segment what you should do so you should create this segment and you should actively track them how many of them they are because you pay for the software while they are not engaged at all so after a while you want to suppress them once they hit a few hundred or few thousand numbers actually you can even save money on this and here's a related question so you can create these segments engage 30 engage the 90 engaged 180 engage one year you can also create churn segments sign up churn 180 sign up shirt one year sign up churned I don't know three years whatever and the question is which one which segments you should use to send out your emails right and this really depends on the context because you should check your operate click create unsubscribe the bounce rate inbox rate all of those and based on that you can make a decision if your engagement is solid your inbox rate is high you can create broader segments with a more people or actually you know people who are less engaged so you can send campaigns not to engage 30 but engage 90 and then engage 180 and if you can if you can still keep the engagement High then it's completely okay however if your inbox rate operates click create goes down then you want to send it to smaller segments only to engage 30 with some clients who even doing it seven so that's how you should do that and now let's jump to other ways of segmentation so one of the you know very simple ones is based on segmentation sorry based on location I will just delete these two okay and create list and segment go to segment and let's say I want to find the Canadian buyers of this company and all-time buyers so this is how you can do it and actually you can if Europe is very important for you there is a separate money point someone is within the EU or not location is or is not European union or United States so these are privileged areas let's say it's very easy to find them you can also use some approximity to a location this is actually very precise can you can pick the country um and then properties about someone here you can find the address the time zone the city the country so there are different ways to do it but what I wanna do is uh is this one create um properties about someone country equals Dimension value actually I will use content it's even better and I want to find Canadians so Canada and also I will add that they are buyers so placed order at least once overall time and those people who are not surprised we usually add these to all segments create segment so here we are now you can see all the active customers from Canada and yeah this person is not that much active but this person um placed an order and I think only one or order all time so and this person is from Canada because from Ontario so this is how it works actually so this is very useful and I really like that you can actually even exclude places so it doesn't equal or doesn't contain which is uh which is great and now let's check another uh another way of segmentation that we use a lot so this is especially useful for Beauty Brands fashion brands and maybe skin care Brands jewelry Brands which is uh segmentation based on gender so there are different ways to figure out the gender of your audience one is simply asking them and of course that's the best one nowadays we have even Brands where there are you know non-binary genders and they can even serve their people about it but clavio has this feature predictive gender and this is 99.9 precise according to clavio so this is this uses some kind of AI machine learning whatever we call it I don't want to use fancy words but you use or you know this uses some algorithm that can Define the gender of the person based on their names or email addresses and it's really really precise so let's say predictive gender and we want mail and definition will be so Predictive Analytics this is where you will find it and predicted predicted gender is likely female likely Mia and let's create this segment actually I will add that they are not surprised as well we usually add this everywhere let's create it all right so we have the results and now you can see the names and for me these people they all seem to be males so again this is a highly precise tool so this is what you can use to figure out the gender of your audience if you you never ask them and I would still advise you that you should make your email in a way that if someone is a female by any chance then they can still read it and you know they can still find it useful but overall This is highly precise the next segmentation idea that you can use is really to find those people who are your VIPs or the highest lifetime value customers and here are a few examples repeat engaged buyers and repeat churn buyers loyal engaged buyers VIP engaged basically all of these high clv but now let's focus on VIP engaged that's the most common that we use so basically these are the people who opened or clicked on email they were active on site and here is the key point you can decide who you want to call a VIP someone who plays a certain amount of orders in the past here it's four or maybe those who spent about a certain value maybe 500 maybe a thousand dollars or whatever so you can really decide how to identify them and there are subtle differences between the two approach that I will talk about uh more at the end of this video but now let's find the VIP engaged segment of this brand so I will just go back lists and segments and let's create a segment here segment and let's call them VIP engaged as by Daniel and opened email click the email active on site email at least once in the last 180 days I think that's a pretty loose definition I mean uh we can much more about how they uh that purchase Behavior basically at least once in the last 180. or they were active on the side at least once in the last 180. order plays more than four times and here you we use and which is important so it's not poor but and and placed order is at least four times over all time so four if you want you can also use this one greater than let's say four hundred dollars you can use both but now I will use these ones is at least four times overall and someone is not surprised the usual thing create the segment now we wait so here the segment I will check one two people to see if the the definition is right but here you can see this person plays the 11 orders and uh the other person uh five orders so I think we are fine and they regularly open email so yeah we are all good this is a correct definition and uh you your VIP segment is your strongest segment and uh they are your best buyers you want to validate new ideas with them you want to ask them you want to communicate with them you want to invite them to your loyalty program your referral program so there are several ways how you can cooperate with this great segment and now the next one so purchase history and you can create different cross-sell upsell segments based on that and you can Market these people differently so let's say Pro cell segment edenia and here I will just find those people who plays the certain order at least once in the last let's say 180 days and I will add the filter where The Collection is let's see I can pick multiple ones if I want so yeah let's see these and here you can uh pick discount codes items as well so not just product lines collections now I will go for collections and let's see what happens so these are the people who purchased that certain product and let's check it uh placed order only once in the past and here is the product so they purchase that certain product how you can use this segment so mostly we use it to cross-sell upsell related products you can check your product history we use to Prevail for example or Google analytics or we simply ask the client if someone buys a product what is the most likely bee product to buy and you should create these connections and use these segments in a smart way and the next one is a bit more specific but it's a highly important segment so those people who are in your loyalty program and this is quite related to the VIP segment these are one of your best customers so here we just call them loyalty program members and then you click properties and then once you integrate your loyalty app with clavio you will find this here so stamped account confirmed but so the stamped is the Loyalty program that they use as you can see they tried referral candy before before so we could pick those as well um yeah but the main thing is so you can integrate the Loyalty tool and then stamp the cam confirmed if you don't know how to do it properly with your loyalty program just feel free to reach out to me or to Clearview and they will help you with this and those people who are not surprised and let's update this segment now all right so the software found one more than 1 500 people who are in this segment so let's just let's just check one example this person and Order happened here order so this person got points in the Loyalty program and I think this is a valid person in this segment and I want to show you one more segmentation which is uh maybe a bit Advanced but I really like this during the high day season so let's say now Valentine's Day is coming and uh last year Valentine's day buyers or a season we can call it maybe season Valentine's season and we want to know those people who placed an order placed an order at least once and between two dates so between dates and let's say same day as of today last year and uh let's say February let's say 17th so in this one month period they placed an order and they are not suppressed if you want you can also add that they opened or clicked on email in the last 30 days or last year in the same period now I just want to see those who placed an order last year and they they usually do it in those times you can also add if you want another way to do it is uh somebody didn't place an order zero times in the last let's say half a year so they became unengaged almost turned but last year they both at the same time period so you can play with this I hope you understand that you can just leave it as it is you can add this as well you can play with this if they are engaged or not recently so yeah now let's look for those people who purchased last year during the Valentine season uh they are still subscribe and they haven't bought anything in the last six months let's create the segment and for these people we can come up with some great offer and maybe we can even tell them that hey we know last time you purchased this time this period of the year so that's why we want to show you a great offer to incentivize you to buy again this year as well alright so here's the segment it found almost 170 people so these people they uh haven't purchased in the last six months but they purchased last year during the beginning of the year now I I won't scroll back but uh yeah this person these people they seem to be a good fit for this so these are the most common ways to segment your email list and uh these are the best seven ways and before we leave so again you can find this uh document with all of the segmentations and the definitions how to do it if you go down to the video description and you can download it for free also the other thing is so if your list is beyond 100 000 people that is something that you should start doing and I think it's really worth another video It's called The recency Frequency monetary type of segmentation when you check each person how much they purchase the dollar dollar amount how much they spend and how frequently they buy every week every month once a year and how recently they purchased because you can see that these segmentations they don't really differentiate between these categories but it really matters if somebody purchased one a year ago for one thousand dollars and only once or they buy every month for twenty dollars and the total value is something similar so once you get to that list size it becomes much more important for you and actually big companies they regularly use the rfm segmentation but below that list size between 100K it's not necessary so hey buddy Nation I hope you enjoyed this video and don't forget our mission here we want to have this 1000 e-commerce Brands grow and scale using their most loyal and highest value customers and we want to avoid companies that they only focus on their front-end and acquisition and ads We Believe e-commerce is much more than that if you like this video then make sure that you go down and you hit the Subscribe button also hit the notification Bell so you get updated about our newest videos and if you want to download the cheat sheet for the segmentation then make sure you go down you click the link and also I'm sharing another link with you and this is a 50-point checklist is to check your e-commerce email marketing this is what we use to audit the accounts of our clients so go down click the link and you will get this free cheat sheet as well and finally before I leave let me recommend a video to you so this is our best performing video in the past few weeks where I took our head of design Daria and she shares our design processes with you and she's a highly knowledgeable designer and very organized besides being a great team leader and designer so go to the thumbnail and check out this video as well thank you

Channel: Daniel Budai • Ecommerce Email Marketing

Views: 8,369

Keywords: email marketing, klaviyo tutorial, email segmentation, email segmentation klaviyo, email segmentation strategies

Id: XVLzk612inQ

Length: 30min 11sec (1811 seconds)

Published: Thu Feb 09 2023