| Happy Monday! I want to share how I think about the relationship between email campaigns and segmentation. Below is some practical advice on how to have alignment between your campaigns and segments. If you want to start with the campaign concept and back into what segment to send it to: Ask yourself: What campaign makes sense to send? For example, if you have a new product dropping soon, you'd want to send a product launch email. So you'd want to pick the segment that best coincides with that campaign. For example, an early access campaign for a new product probably makes the most sense for your VIP segment. You want these folks to feel special about getting first dibs. And then a standard product launch email to your engaged segment would make sense (make sure to exclude your VIP segment because we already sent a version of this to them). If you want to start with a segment and back into what campaign to send: On the flip side, say you want to send a campaign to your VIP segment, you can think about the campaigns that VIPs should receive. And if you knew a new product was launching soon, you could back into the early access campaign idea. And for your engaged segment, you'd want to send them the product launch email because they would be most receptive to this. Remember how closely tied together campaigns and segments are, and you should have no problem figuring out the right content to send to the right audience at the right time. To round this out, here are a few of my favorite campaigns: - Product Launches
- Holiday's
- Educational Content
- Social Proof
- Gifting
- Current Events
- Team Focused
And here are a few of my favorite segments: - VIPs
- Engaged Subscribers
- First Time Buyers
- Repeat Buyers (can be some overlap with your VIPs)
- Gender-Based Segments
- Geography Based Segments
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