Editor’s note: The following video and transcript are the 3rd in a series of excerpts from Agata’s presentation on advanced segmentation from our New York City Workshop. This time we’re covering a simple framework to follow for highly effective advanced email segmentation.
In this advanced email segmentation series, we’ve worked through creating email segmentation building blocks and documenting your email marketing strategy. Now I want to share with you an easy operational framework. We use this at Klaviyo. I’ve done consulting work in the past, recommending this operational framework to people, so it’s a proven model. It does require a little bit of time invested upfront into planning it.
1. Set up your foundation
The first thing you want to do with this approach is take some time to set up your foundation.
Defining your foundation is setting up the email segmentation building blocks I covered in the first post of this series. Set aside two hours – two hours once and then you’re done. Again, you have those building blocks whenever you need them.
2. Hold a monthly kickoff
The next thing you want to do is get into a regular habit – I’m suggesting monthly – of doing some kind of a kickoff. Sit down at the beginning of the month and say, “what am I trying to do this month and how do I think I’m gonna do it? What’s my goal? What’s my strategy?” Then spend some time building out this plan.
I’m recommending about an hour and a half. Depending on the size of your team, you might need a little bit more time or a little bit less time. But that hour and a half is going be the best time that you spend all month when it comes to your marketing focus and your marketing objectives! It’s going to help you get into a position where the execution part of email segmentation is actually faster. So an hour and a half for a monthly kickoff.
3. Create segments
Spend less than an hour after this to actually create your segments to set you up for execution.
At this point 80% of your work is done! You have your core building blocks, you’re very specific on who is going to be excited, and how you’re going to target. You don’t need a whole lot of time at this point to then go in and actually set them up.
4. Check the performance
The last part is doing a performance check-in. I suggest an hour and a half here, or it might be as short as a half an hour.
Mid-month, take a look at the stuff you’ve been running and say, “hey, is this working? Is this actually doing what I want it to for my business? Am I successful at driving up my sales in January, getting myself out of that post season slump? Should I try something else? Is there a way to optimize those? Are people not responding? Is one segment responding better than the other? Is one message working a lot better than the other?” Those are all the types of questions you need to ask yourself in an email marketing optimization session.
And there you have it – a framework for advanced email segmentation that will take you 4 hours or less every month to create, run, analyze, and optimize.
To see Agata’s entire presentation and related resources visit the Klaviyo Help Center’s 9 Rules of Effective Segmentation page.Back to Blog Home