If you watch the owners of extremely profitable businesses whenever they are running a product launch, you’ll see how they always focus their marketing messages on “entering the conversation that is going on inside the prospects head.”
You can see how it’s done if you watch Jeff Walker as he rolls out his new Product Launch Masterclass – Click Here to watch the process in action.
But the problem with that is there are many different people your product or service could help, but they a range of different “conversations” going on that one-size-fits-all marketing can’t hope to cover.
That’s why the top marketers all segment their prospects into different ‘buckets’ or groups as they join their product launch lists. The fact is if you’re not segmenting your launch list, then you’re not making the most of the opportunity for customisation.
That’s because a segmented list lets you send targeted content and offers to specific groups of people, which in turn means higher conversions for you as you enter the conversation going on inside each person’s head.
For example, you might ask online business owners to check off all the topics that interest them, such as: social media marketing, SEO, list building, blogging, guest blogging, JV marketing, viral marketing and so on. Again, Click Here to take a look at how Jeff Walker is doing this in his Product Launch Masterclass.
Now before we talk about different ways to segment your list, let’s back up for a second and define segmenting a list. Segmenting a list means you separate your main launch list into highly targeted micro lists.
You don’t necessarily need to create separate lists, as most email service providers will let you “tag” people, which you can then send out targeted content to people who possess a certain tag in your database.
The most basic way you can segment your list is by asking one or more questions before asking the prospect for their name and email list. This not only tells you what interests the buyer, but it also ensures you don’t send out an email making an offer to that the person they obviously won’t be interested in.
Now this process goes much deeper than simply segmenting your launch list based on the answers people give you to one or more qualifying questions.
Let’s take a look at some different ways to segment your list or lists and then how to use these segments…
Segment by Lead Magnet
If you have multiple lead magnets (and you should), then one good way to segment your prospect list is by how the person arrived on your list. Specifically, what lead magnet did they request?
For example, you might have a website about getting out of debt and saving money. If someone joins a webinar that’s specific to saving money for a child’s college education, then you can send out highly targeted ads and content that refer to a child. (E.G., “Whether you’re starting to save for college for new baby or a teenager who’s graduating next year, it’s never too late to get started…”
Segment by Product Purchased
Whether someone purchases one product or everything you have, segment your list according to these products. As mentioned, you can ensure you don’t send offers to people who’ve already purchased a particular product. You can also use this information to send highly targeted backend offers once your product launch is over.
For example, if someone purchases a membership into your weight-loss site, then you might send them an offer for personalised nutrition coaching.
This information also comes in handy to segment your list by your very best customers (who buy nearly everything) and those who’ve only purchased an offer or two. For example, you can send out a special bonus or sale invitation to reward your best customers.
Segment by Coupons/Sales
It’s useful to know if a person only buys when there’s a sale, or if they buy at full price too. You can segment your list by who takes advantage of sales, and then send out content that appeals to bargain seekers versus those who purchase for other reasons.
Segment According to How Someone Reached Your Site
Sometimes you might segment people according to which affiliate sent them, if they arrived via your social media page, if they came through a paid advertisement, etc.
For example, if you send out an email encouraging people to follow you on Facebook, then you can exclude the people who already do.
Segment Contest Entrants
Many times contest entrants tend to be “colder” prospects than people who requested a lead magnet. That’s why you’ll want to keep your contest entrants separate, and send out a welcome series of emails to engage them.
Segment by Demographics
Your autoresponder may capture your subscriber’s location automatically when they join your list. This is helpful because it allows you to send out emails to specific locations around the world when you know your audience is likely to be awake.
Aside from location, you can also collect other demographic data IF you think this will be helpful in sending targeted content. However, you’ll need to think through this carefully, because usually you collect this information by asking your audience when they’re joining your list.
Problem is, the more questions you have on your sign-up form, the lower your conversion rate (as any extra “hoop” you add tends to decrease response). As such, only collect extra data if you’re sure it will make a big impact on your conversions.
For example, let’s suppose you’re offering weight loss information. You might want to segment your list by both age and sex, as a 20-something male is going to have different interests and needs when it comes to weight-loss versus a 50-something female.
TIP: One way to collect this data is after someone has already signed up for your list. For example, you can ask subscribers to click one link if they’re a male and a different link if they’re a female, and then give all respondents a free gift just for answering the question. If your autoresponder supports tags, then merely clicking on the link will let you segment the list by gender.
An even better way to find this information is by using a multi-question quiz or assessment that records all of this important data in a database for later use within your marketing campaigns.
Now a few parting thoughts…
While I’ve given you a good jump on different ways to segment your list, these aren’t the only ways to do it. That’s why you’ll want to sit down and think about your specific list and what specific data would be most helpful to you in sending out targeted content and offers.
Note: if it’s data you can collect automatically (without having to ask the user), then go ahead and collect it. It’s better to create segmenting tags and never use them, then to suddenly want to use them but not have them.
And if you’d like to learn more about launching your new product successfully, including seeing how Jeff Walker is segmenting people during his optin process along with examples of email sequences and case studies of people who have used PLF with outstanding success, by checking out Jeff Walker’s free Product Launch Masterclass here.
PLUS: When you’re ready, here are 3 ways I can help you to grow your business using product launches:
1. How To Create A Signature Product Out Of Thin Air In 72 Hours Or Less
Creating your product does not need to take weeks or months. My 72 Hour Product Creation Guide shows you how to build high value products one after the other in 72 hours or less. Click Here.
2. How To Outsource Your Product Creation And Make It Hands Free.
Outsourcing the creation of some or all of your products and bonuses is a great way to save your time for the more important (and more fun) things you’d rather be doing. Grab my Hands Free Outsourcing Cheat Sheet to learn more. Click Here.
3. How To Build A Profitable Launch List.
Building an email list is critical if you plan on doing a launch for your product, service or business. My 1-2-3 List Building Cheat Sheet will show you how to build a responsive list of prospects who are ready to buy from you during your launch. Click Here.
Also, check this out 🙂