How do I know when to segment?
It’s a difficult call to make – especially when you’re running webinar campaigns.
There are lots of tools at our disposal for making this happen, and this is where a little attention to detail goes a long way.
For instance, if somebody registered their interest but didn’t attend the actual webinar, we could follow up with a sequence reminding them to come back and watch it.
We wouldn’t just include them in the generic sequence we’re sending out to everyone who registered, assuming they’d caught it.
Rather than sending them something saying, “Hey, book a call!” it’s worth seeing them for where they are in their journey and catering to that.
There’s a big debate about whether or not to segment, so I’m going to tell you a little story:
I have this membership where I was paying $97 US a month (and if you’re Australian you know that once it’s converted, it’s like a million dollars … or, rather $130 or so) and a certain big social media influencer running it said they don’t segment.
I started seeing this from companies everywhere. My inbox filled up over the years with emails about products I’d already bought and I noticed that it seemed like next to no one was segmenting.
It never made sense to me – why would you send out an email about something that’s already been purchased? Apparently the ethos behind it is that you just send it all out and people will just buy whatever.
What?! A bit too much if you ask me.
During Black Friday sales, I got an email to join the membership I mentioned earlier at half price.
Obviously, they didn’t segment either – so they sent out the offer to all their pre-existing members thinking nothing of it.
I ignored it at first but then started getting targeted for the offer through Facebook too, so I decided – what the heck?
I reached out to customer support. I said, “Hey, I got this email and I’ve seen these Facebook ads that’s offering the membership for $47. Just wondering, can I get put on the $47 a month model or do I need to actually cancel and then join again?”
And they replied, “Okay, yep, that’s great, that’s fine, just email and confirm that you want the $47 a month offer.”
Yeah. I want the $47 a month offer. I took action and got it at half price.
But imagine if other people did too!
This group has about 2,000 people in it. And there’s been all sorts of monthly membership models over the time.
But let’s just say, for example, out of the 2,000 that 500 people were on the $97 or more offer. And they got the $47 offer like I do and they reached out to customer support and went hey, can we get it at $47, too?
That 500 with the $50 being taken off their monthly membership works out to be $25,000 per month. $300,000 per year. Okay?
That’s a pretty good reason why to segment. And then if there was, say, a thousand people. Half the people in the group were paying more than $47, and if they could get a $50 reduction, that’s $50,000 per month, $600,000 a year.
If that hasn’t inspired a little more faith in the concept of segmenting, I don’t know what will.
Tips for doing it well:
While segmenting, it’s important to customize the message and separate people who have already purchased from those who haven’t. This way, you can continue to get your message in front of those who haven’t yet purchased and upsell to those who have.
But, before you get caught up in segmenting: Get your hands on some data.
Start getting data through before you worry about email customisation and all the segmenting – because that can be quite a lot.
For example, if you’re doing a funnel for a webinar, your lead magnet is the webinar and you can use that to set up tagging that passes through to your CRM (most live webinar providers such as EverWebinar and WebinarJam are equipped to do this).
You can set different tags for different activities – if they registered and did not attend, send this tag through to my CRM. If they left before 10 minutes, send a different tag to my CRM. If they stayed until 50 minutes, add this tag and send that through too.
These tags will help you automatically sift through your contacts later down the track so you’re not targeting people to do activities they’ve already done.
You’ll notice you’re saving on ad spend too – so get dreaming about what you’re going to do with all the funds that aren’t being wasted on not having segments!
If you’re just starting out, simplify it to set up smaller scale systems of the important bits. Focus on getting some email sequences started for the customers that are worth paying attention to.
This will include sending out invites to watch the replay to people who didn’t attend the webinar. You can also send those who did attend follow-ups laden with value and offers to book a call.
If you’re ready for it, the other way to do it is to use Facebook marketing (and the much better way judging from the rate email opens are declining these days).
There are really great tools such as Connectio that you can integrate so you can connect tracking pixels to build an audience of people who visit your webinar page.
They have options for customization that allow you to choose specifics – you can build an audience just of people who left before five minutes. Then you can retarget them with an ad tailored to that – say, “Hey, I see you registered for our webinar. We understand life gets busy, so how about in your lunch break you come back and check out the webinar and get these amazing benefits …”
That way, rather than wasting that ad spend on people who did watch the webinar, you can send it to the people who really need to see it.
And those who watched the whole thing?
You can capture them too, and then retarget them with a, “Thanks for watching – would you like to book a call?”
And then, if they’ve booked a call?
They move on to the next phase of your funnel, packed with testimonials about the value of what they’ll receive in the call and ads that excite them about taking the next step. But don’t keep sending them ads to book a call – they’ll drop out before you can even get on the phone.
As you can see, by implementing these basic techniques you’re much closer to providing your customers with a seamless experience rather than a funnel full of ads that don’t apply to them.
Also – you’ll be saving yourself in the long run in case you too have a membership model and ever want to offer a sale to new members 😉
I hope you found this useful today! I’m Jody from Social Charlie and if you read this and felt like it was all a bit too much to think about, you might want to consider getting an in-house ad strategist. It’s amazing the difference it makes to sales and growth in general for your company having such a vital part of your operations taken care of.
If you’d like to know more about how an in-house ad strategist can help you with segmenting your Facebook ads and putting you ahead of your competition, then please head over to Social Charlie and express your interest there.
Either to be a Facebook ad strategist, an in-house ad strategist, or to know how we can partner with you to get your own in-house ad strategist that’s going to focus one hundred percent on your business. We’ve got you sorted, no matter where you’re at.
Until next time,