3 Ways to Segment Your Welcome Series
I’ve written posts about when you should send your welcome series and what content you should include. This post will tie into these, and I’ll outline how you should segment your welcome series to deliver more relevant information to your new subscribers. Below are some metrics you can use to segment your welcome series.
How a Subscriber Signed Up
You should send a different welcome series for each signup method you support, since this can help you infer what type of content a new subscriber is interested in. Someone who signs up on your homepage, for instance, might have different interests from someone who signs up on your blog. Here are some signup methods you can use to filter your welcome series:
- Blog signup — the content that you provide for your blog subscribers should be different from the content that you send to new subscribers to your website. If someone subscribes to your blog instead of your website, their primary interest is likely the content you post to your blog.
- Embedded signup on homepage — send new subscribers who sign up on your homepage your most “traditional” welcome series, aimed at displaying your most popular products and getting them to purchase.
- Exit intent signup — this can be very similar to the welcome series you send for new subscribers who sign up on your homepage, but, if your company uses discounts or promo codes, you may want to include one in this welcome series.
- Checkout page signup — if a new subscriber has already made a purchase, you should absolutely send them a tailored message. Because they’ve already bought from you, you don’t want your copy to be too pushy or sales-y. Instead, educate them on your brand and policies. This welcome series should also be shorter than the 3-email welcome series you send to other new subscribers, since they will likely be part of a post-purchase email series as well. You don’t want to overwhelm these new subscribers, so just stick to one email.
Your welcome series should be a sequence of emails that tells a story, and the story you tell should depend on how it begins. So, make sure you segment your welcome series based on how a new subscriber signs up to hear from you.
What a Subscriber Has or Hasn’t Done
You should also segment your welcome series based on what actions subscribers have or haven’t taken. For example, if a subscriber has purchased after your first welcome series email, you should opt them out of future ones and redirect them to a post-purchase flow instead.
You can also use a sequence of emails to prompt subscribers to take a particular action. Say you want subscribers who have signed up to your blog to also sign up to your general mailing list. You can include a signup link in your initial welcome series email, and then segment based on whether or not a subscriber has actually signed up for your general mailing list, too. If they haven’t, you can send them a reminder email, prompting them to sign up once more.
Depending on how much information you collect when a new subscriber signs up, you can segment based on their profile. If you have brick and mortar stores, for instance, you may want to segment based on location so that you can inform new subscribers of any nearby stores in your welcome series.
If you sell both men’s and women’s products, you can also segment based on gender. This way, you can include men’s products in your welcome series for your male subscribers and vice versa. In fact, you can use any fixed profile information about your subscribers to filter your welcome series.
Segmenting your welcome series will allow you to market your products in a smarter and more sophisticated manner. Segmentation gives you insight into your subscribers’ preferences, and your can leverage this information to create more relevant content. Use information on how a subscriber signed up, what they have or haven’t done, or fixed information about their profile to make sure you’re taking advantage of this important first touchpoint with potential customers.