hey what's up everybody Pat Flynn here
this is episode 31 of SPI TV this is
actually the very last video and that
very last piece of content that you're
gonna see here on email marketing month
here in October 2015 on SPI again thank
you for watching all these videos with
me I hope they've been very helpful I've
gotten a lot of great feedback already
from people have said they've enjoyed
them so thank you again now to finish
off we're gonna talk about email
marketing segmentation so taking the
people who come on to email list and how
to divide them into different groups or
buckets so that you can send email
specifically for those types of people
I'm gonna talk about why this is
important how to do it strategies to
make the most out of it and more so
check it out here episode 31 okay
welcome to the inside of my
autoresponder series again I'm gonna be
talking about how I've been able to
segment my audience and to help you
figure this out I'm actually gonna give
you a flow chart and then we're gonna go
into my email service provider
convertkit I'm going to show you the
exact emails that correspond to this
flow chart and just to kind of give you
an idea of what happens here and
explained along the way how powerful
this is so of course most of us we have
traffic coming to our website and then
on our website we have some sort of
signup form where when people leave
their name and/or email or any other
things that they want to leave or that
you are requesting they get put into
kind of our main list and this is our
main bucket there's a picture there's
somebody a contact in our main bucket
and then what happens our autoresponder
series sends an email out immediately
2 comes out and then X number of days
later email number 3 comes out and
everybody who comes to our website
whether it's on a blog post or on the
home page or on some other landing page
they get put into our main bucket and
then they get put into this
autoresponder series again a sequence of
emails that you've already written ahead
of time which is a great idea because
then you get to keep people engaged over
time you don't have to do any work
because you put in that work upfront you
could perhaps automate some responses
from people in terms of what you want to
get out of them to be able to include
into courses or blog posts or
what-have-you but this is pretty
standard and I've had this model this
model that you're looking at right here
for over five years
and it worked okay I was able to build a
list of
of over a 120,000 people using this
model and they are all put on the same
bucket well there are some issues with
that the issue is not everybody is the
same and I found out through a recent
survey that there are pretty much three
different main groups of people coming
to my website and consuming my
information now there of course could be
a lot more but based off of ryan'll
effects book asked it's good to narrow
down the quote buckets in your audience
to anywhere between 3 and 5 it's gonna
be hard to do that you might need to
leave a few people behind but I've been
able to break down and see through the
survey responses that I have three
different groups of people on my website
the first group of people are people who
have yet to start any kind of business
at all they're on my site to learn how
to do that but for whatever reason they
have yet to start another third of my
audience our people actually it's more
than a third in this group about 40 to
50 percent of my audience
they have started a business but they're
feeling kind of stuck they're making
less than $500 per month and again the
rest is everybody else so that's how
I've been able to break down my audience
into these three different buckets and
for the series of this demonstration
let's call them bucket a bucket B and
bucket C respectively bucket a being the
people who have yet to start a business
bucket be for people who have started
but they're stuck and then bucket C for
the people who are making over $500 a
month with their online business so in
order to utilize this information on our
email to be able to better serve them
those groups of people with specific
emails are related to that group because
when you think about it let's let's say
somebody in the advanced group you know
buckets see they're gonna need
information that's different than
somebody who's just starting out the
people who are just starting out and
again I know this through my survey
they're struggling with their mindset
they're struggling with their first
steps they're struggling with trying to
you know organize all the options that
are out there for them and what business
to select people who are more advanced
might need help with pricing search
engine optimization and other strategies
like that so the idea is to break down
your audience into different buckets and
I'm going to show you how I do that here
with my autoresponder series in this
flow chart so let's say you have a
bucket a
this is a page specifically for people
in bucket a and this is something you
can create on a landing page maybe you
have leadpages or maybe it's a a blog
post or any sort of page on your site
where the content is there for people in
bucket a where you know that if people
enjoy the content and they get to the
end of your post or they sign up on the
sidebar there or you have some sort of
incentive that is for people who are in
bucket a they're gonna sign up and you
can automatically put them in bucket a
so the people coming to this site or to
this particular page if you will for
bucket a they have tarp that they're
essentially targeted traffic you know
the kind of person they are already at
this point you might have another one
for bucket B these this is another post
for me specifically it's a post for
people who have started a business yet
but they're feeling kind of stuck you
know how to get more traffic as
something that's very common in this
particular segment for me and then
there's bucket C page again a landing
page that's specifically for a lead
magnet for word people who are advanced
in my audience maybe it's a blog post
it's for more advanced people where if I
were to collect somebody's information
on that particular page I would know
that they would go into segment C and
get emails that are related just to them
so what happens here well the people who
sign up for bucket a on bucket a page go
down and join bucket a list
same thing with bucket B same thing with
bucket C as you can see there and then
bucket a gets emails related to bucket a
bucket B gets emails related to bucket B
and bucket C gets emails related to
bucket C and that's what happens well
not everybody on your website especially
if people are on your homepage and
they're visiting your site for the first
time they might not go through these
targeted pages they might not download
your lead magnet or your incentive
that's related to that particular person
so what happens to this middle list here
what happens to everybody else well you
bring them down this same sequence
except when they enter the main bucket
which is where probably most people are
going to end up email number one is a
device you use to then segment people
into either bucket a bucket B or bucket
C and of course you might have more
buckets you might have only two buckets
but this is a great way for you to using
that main list if
have not yet to be divided into a
particular group or bucket email one
serves that purpose if they don't
subscribe to bucket a bucket bigger
bucket see well they get email number
two which again serves the same purpose
they're gonna have options there to put
themselves in one of those buckets email
number three same thing and you're gonna
keep bringing people down providing
value along the way but also putting
things in there where and when people
click on they will be moved to one of
those buckets and I'll show you that
inside my you know email responder in
just a second the most important thing
to look out here for is if you are
segmenting your audience into different
buckets if they are on the main bucket
and then choose to move to bucket a
bucket beer bucket seed depending on
their answer or their click or their
action you need to take them off of the
main bucket so that they don't get asked
to do that anymore because you're
putting them in a particular segment
they've already shared that they want to
be in bucket a bucket beer if I could
see or what have you so you take them
off this list so they don't get any more
emails where you're trying to convert
them to one of these groups because
you've already done that so just make
sure you put those rules into place in
your email service provider and again
I'll show you how I do this in
convertkit right now okay so here we are
at convertkit my new favorite tool and
addition to my email marketing arsenal
if you will and I love convertkit
because well you'll see how just
beautiful it looks in terms of the UI
and user design and just how plainly
easy it is to use but I'm a big fan of
Nathan berry who is the owner of
convertkit he created this as a result
of just not having any solution that was
great for him and what he was doing as a
digital marketer and I absolutely love
this so if you want to check it out
smartpassiveincome.com slash convertkit
will do the job for you so
smartpassiveincome.com slash convertkit
and yes that is an affiliate link if you
go through that link and make a purchase
and sign up and you get an affiliate
commission just want to be up front with
that and most of you know I don't
recommend anything that I don't love and
I'm sure you'll love this after you
check it out if you are in need of
something new for yourself
so once I sign in you'll go into the
dashboard and I'm not going to give you
a tour of convertkit right now because
I've already done that for you in a
previous episode of SPI TV what I am
gonna do is give you a tour showing you
the things that related to that last
form that I showed you now
currently as you're looking at this
you'll see the forms that are available
on my site where people can subscribe to
and with the exception of this book club
one here you'll see that all the forms
here the ebooks the smart way form the
newsletter on the about page form the
getting started page form and then the
site wide newsletter pop-up which is the
one that most people see right now they
all drive people to a course or a series
of emails called SPI main this is your
main bucket like I talked about earlier
I have yet to include specific lead
magnets at the time of this recording by
the time this episode comes out I
believe I will have specific forms
related to different lead magnets that
drive people to a specific bucket but I
have yet to have that happen but most of
the people here come on to the main list
I'll show you what that main list looks
like right now I click on courses and
then I head to SPI main you'll see a
series of three emails here and I
believe I have them order the way I want
them to so the first email here that
they get immediately zero days after
subscription so whenever they subscribe
on any of those ones that drive them to
the SPI main list when they're on that
main bucket this is the first email they
get it says welcome to smart passive
income important action required so I
make it really really important for
people to open and I can actually check
my reports here and see that there's an
open rate of seventy-one percent on this
email which is fantastic and a click
rate of almost fifty percent which is
great so let me go back to the content
here so it talks a little bit about you
know entrepreneurship and what the
site's gonna do for them and so on and
so forth and why it's important to be on
the list but then right here this is the
most important part and something you're
welcome to take for me here I say you
know what I'm gonna learn about you as I
go but you're going to have to help me
out sometimes I may ask you to reply to
an email but most importantly I need you
to click on links that matter to you and
the emails I send that's it if something
is of interest to you or aligns with
where you're at click on that link if
not don't click so what I'm doing here
is I'm actually turning my audience to
look for lengths that matter to them and
click on those because when they click
on those you'll see and i'll show you
the automation rules I set up later and
here in convertkit you'll see that when
they click on things certain things
happen so here I simply ask well which
is which of the following best describes
your online business activity click on
the one answer that best describes you I
don't have an online business yet for
number one number two is I have an
online business but I'm stuck between 0
and 500
per month and number three I have an
online business that is generating more
than 500 dollars per month so by now you
should be able to see exactly what I'm
doing I'm using this very first email
like I said earlier to put people into a
specific bucket so they will get emails
that matter to them and I say that here
I want to send you emails that's that
best suit you and I don't want to give
you emails that don't matter so a lot of
people have been clicking on these and
depending on where they click certain
things happen well depending on which
one they click on and again email too
does the same thing
email 3 this is the same thing it's sent
1 or 0 three days after subscription in
five days after description talking
about things in a different way but
always driving people to well which one
are you so that I can put people into a
specific bucket now let me go back to
the courses or the specific email
sequences here and you'll see I have a
different buckets laid out here ignore
this smart podcast player one that's a
separate thing but level 0 nurture
that's my bucket hey these are the
people who have yet to start a business
level one nurture and I just call it
nurture because I'm kind of just
delivering value educating inspiring
entertaining them over time and these
will each lead to something at some
point level 0 nurture level 1 nurture
and level to nurture and you can see
each one has a different amount of
subscribers open rates are above 50%
click-through rates are great especially
on this level 0 1 and I'm gonna take you
into level 0 which is again the people
who have yet to start a business and the
first email they get is future
entrepreneurs I read this this is an
email subject line that is tailored
specifically again for the people who
have put themselves in this bucket
whether it's through the main list and
that email I just sent you where they
click on that essentially the survey but
then put some here into the sequence or
they download something or somehow on
the website express that they are
bucket a or level 0 nurture as we call
it within our team so these are the
level 0 people they have no business yet
that's why you call them level 0 but we
want to put them into the levels above
that so in each of these emails I give
it give them content I deliver value I
have calls to actions to subscribe to
certain things and listen to certain
items that are gonna help them and each
of these emails are specific for people
who are just starting out for instance
this email here I don't have any time as
the email subject
and this directly relates to something I
saw in the survey which was one of the
most common struggles with people who
are just sorting out at this level that
they don't have any time and I debunk
that here in this email so that's level
zero nurture going back to the courses
level one nurture these are content and
an emails that are related to them so
top three reasons online businesses fail
this one I'm check out the open rate for
this one forty nine percent which is
great and fifty nine percent that one's
actually doing really well so what is
that email content traffic generation
what's working today so here I go over
some tips on what's working with traffic
generation today and again these are
things that people who have a business
but they're stuck can get benefit from
I'm still working on some drafts for
here for these ones it's obvious after
you hear it how's that for a headline
and then course number three or bucket
see you know if we're going equivalent
to the thing earlier level to nurture
and I'm still working on these emails
right now I have a bunch of draft set up
but I have these which are for people
who have businesses already who are
doing very well and this is a super fast
way to to X your business so that's what
happens there now let me go back to the
forms and again remind you how people
get from the SPI main list to one of
these different level zero level ones
level T or different buckets so that's
where and why I love convertkit to most
if you go to this automations tab you'll
see a place where you can add rules now
there's a lot of different rules here
but let me just show you how this works
plus add rule or Admiral so this is
really cool the trigger is when this
event happens action do this so I can
create a link for example and I can have
a destination URL place it goes to when
people click on that link but what is
the action what people click on that
link well
they subscribe to a course well which
course level 0 nurture so I have a
specific link in an email that link
clicked on puts them into level 0
nurture or your bucket a and that is the
first answer in that 3 answer survey
that I sent you earlier there's also a
level 1 level 2 there's a lot of other
different actions unsubscribe to a
course subscribe to a forum this is the
one you would use unsubscribe from a
course you know you'd create a second
trigger so when people click on
particular link they would also
unsubscribe from SPI main because again
you want to make sure they unsubscribe
from that one we're here always asking
people to put themselves in a specific
group and that's how it works and it's
amazingly powerful and I've seen so many
yeah I I'm gonna go on my Facebook page
right now just to show you so here is a
post that I just put up been using my
survey results and responses to help
guide my email segmentation strategy as
well as the type of language I use
inside these emails the response so far
has been amazing survey for the win and
evil and segmentation so here's a
comment from Mikkel I instantly loved it
once I was specific to my current state
of business I loved my email as well
felt like it was completely directed at
me and touched on some things going on
in my business how awesome is that
here is a Twitter comment that I pasted
here to also talk about this on Facebook
Pavlin are you already sending the more
personal emails the one tonight seemed
to fit exactly what I was going through
at the moment and that's the power of
putting people into these different
buckets and here's a final tip I want to
give you so the first email that I have
in level zero nurture again bucket a
here's a really cool thing to do
especially if you have survey results so
the very first email that anybody gets
no matter what bucket they're in speak
their language and to start off I say
dear subscriber named Pat here quick
question do any of the following
statements reflect where you are right
now with your desire to create an online
passive income business and each of
these bullet points are the top items
that people who answer the survey who
are in this particular bucket have said
that they're struggling with and I just
listed them out here and I've gotten
several responses from people saying yes
how did you know you were in my head I
felt like this email is just for me I'm
overwhelmed from all the information
available to me the fear failure
stopping me from moving forward I just
went down the list of the top things
people said that they were struggling
with and put them here and what this
does is when people see and open this
email when they've selected that this is
the bucket that they're in and this is
the first email they get they're nodding
along and they're saying to themselves
yes I am in the right place and they're
gonna open more of your emails down the
road they're gonna take more action with
you they're gonna click on whatever it
is you want them to click them on or
click them through and it's going to be
a win so email segments
for the win for sure hope that gives you
some inspiration in terms of what you
can do to better serve your audience
through understanding who they are what
the problems are what their buckets are
and your audience as well and the
language and content you can use to help
them down the road
also I want to give a big shout out to
Nathan Berry at convertkit as well again
one more time and reiterate my affiliate
link for that if this is on the of
interest to you so again that's
smartpassiveincome.com slash convert kit
so that kind of weird
smartpassiveincome.com slash convertkit
again that's smartpassiveincome.com
slash convert kit so thank you so much I
appreciate you for checking in and I
wish you all the best with your email
segmentation and if you have yet to
subscribe to my list head on over to
smartpassiveincome.com
find your way through whatever interest
you subscribe there and I will take care
of you in the best way I can through
these emails and more hey what's up guys
thanks for watching this video about
email marketing segmentation I recommend
that you start out simple that's again
the most important thing here I try to
get too fancy in the beginning I just
got super overwhelmed try to keep it
simple maybe you have products you're
selling already just start with people
who aren't customers and people who are
and that's all you need to know and then
you can move forward and starts a
segment based on a number of other
factors that your audience might have
from there so again thank you for
watching this video and thank you for
being a part of email marketing month
here on SPI and all the other videos
that were posted all the blog content
all the podcast content as well was all
about email marketing this month and
actually really quick I'd love for you
to send me some feedback send me a tweet
at Pat Flynn on Twitter I'd love to know
what you think about this sort of themed
month here we've never done that before
but we've had a lot of quests for
something like it and I want to know
what you think so again thank you for
watching this and also I want to mention
that you can head on over to email the
smart way comm to get access to my free
guide to help you best to utilize that
list that you've been building stop
wasting your time and your money with
with you know we all spend so much time
building our lists and we read a lot of
strategies and we implement a lot of
strategies to build our list and
increase conversions but what happens
when people get on that list how do you
best serve them and how do you make the
most out of that list you've been
building well head on over to email the
smart way comm you get access to
literally it's pretty much a choose your
own adventure book you can pick a play
execute it see for the results check it
out
email the smart way calm totally free
thanks so much
appreciate you and I'll see you next
month
in the next themed month here on SPI TV
all about affiliate marketing can't wait
bye
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