Fight the Email Attrition by Segmenting Your List
Tired of high unsubscribe rates on your email list?
It might not be your fault — or your content. Instead, your emails might simply be missing the mark for certain groups. Here’s how list segmentation can help.
Every month, people unsubscribe from your email list — people you fought hard to win over in the first place. But it could be that the topic wasn’t relevant to them — not that they didn’t want to hear from you. You can expect around 0.5-1% to unsubscribe per campaign due to changes in people’s interests anyway. This article is about how to retain them.
Some email platforms let users split their subscribers up into multiple email lists. In Kit, subscribers are all in one list, and you use tags and segments to organise them. In ActiveCampaign, they use lists to have segmentation and tags for automation.
A segment could be subscribers who signed up with a particular form, e.g. a different website, or a geographical region, or even a growing group of product buyers. Segments or Lists are clear ways to permanently seperate the interests/parts of a business.
A tag is a more permanent way of breaking down your list. For example, I use a tag to segment the Redcliffe & District Arts & Crafts Advisory Board newsletter. Thus, it’s easy enough to send a newsletter to people with this tag.
But there is an even better way to use tags wisely: in a visual automation. Just one example is to denote that these people have opened and completed an introductory email series.
Marketers all know segmentation of interests is important. You can let subscribers indicate their interests when subscribing to your email list. How?
By writing a ‘welcome’ email and asking them to click on which of three to five outcomes interest them the most. Say they click on one, e.g. ‘book marketing’. Your marketer sets up a link trigger that will automatically add a premade tag to subscribers who click ‘book marketing’. Then, in all future emails, you write a newsletter or book promotion that caters to that interest — and send it only to those tagged ‘book marketing’.
If you’d like your email marketing set up with a sophisticated email marketing platform, let me know — I’m partners with both Kit and ActiveCampaign. We can organise your setup as part of a marketing contract, with a personalised email audit — free. Write the email audit briefing immediately here.
Kit Email Marketing
Looking to take your author/creator business to the next level? Kit is your growth engine. With powerful tools for list building, email automation, segmentation and audience engagement, Kit helps you attract followers, nurture relationships, and scale your business efficiently. It also has triggers on the paid plans.
Kit takes the complexity out of email marketing for creators. With intuitive tools for creating captivating emails, building powerful automations, and managing your audience, Kit lets you focus on what you do best—creating amazing content.
Grow your list, connect with readers over email, automate workflows and drive sales—all on one platform. With powerful features and user-friendly tools, Kit streamlines, supports and supercharges your business, so you get where you want to go.
Find out more and view The Creator Network. These peers really help your email list grow, as you help theirs grow too.
