Shownotes
Today, I’m pulling back the curtain on one of the most overlooked opportunities in email marketing: segmentation. If you’re still treating your email list like a crowd instead of a community, it’s time to shift.
I walk you through why sending one-size-fits-all emails is costing you conversions and how even simple segmentation strategies can build trust and drive more intentional engagement. Whether you're using ConvertKit, ActiveCampaign, or something else, the strategies I share are tech-agnostic and focused on what really matters: making your subscribers feel seen and supported.
In this episode, we cover:
- 01:38 The pitfalls of one-size-fits-all emails
- 03:11 The power of segmentation
- 03:48 Natural segmentation techniques
- 08:16 Real-life examples from client work
- 12:44 Simple implementation tips
Links and resources mentioned:
- Grab The Aligned Leads Formula: https://gal-agency.com/aligned
- DM Rachel on @gal.agency: https://instagram.com/gal.agency
Meet Your Hosts
Jessica Walther is the founder and CEO of The Launch Collaborative and Sustainable Success Systems. As a launch strategist and systems consultant, Jess is dedicated to helping solo business owners and small-but-mighty teams build businesses that deliver both peace and profit. She specializes in creating sustainable growth strategies that align with her clients' values and lifestyles.
Rachel Lopez is the founder and CEO of Gal Marketing Agency, a boutique email marketing and strategy firm. With over a decade of experience, Rachel helps heart-driven entrepreneurs craft intentional marketing strategies that attract, nurture, and convert leads sustainably. Her human-first approach ensures that marketing efforts feel authentic and effective .
Together, Jess and Rachel blend systems, storytelling, and soulful strategy to help you grow a business that's deeply aligned with your life—not just your revenue goals.
Connect With Us:
Learn with Us
Get Jess's Sustainable Success Systems Starter Kit, a Notion Business Management Systems that takes your business from overwhelmed to organized with 4 foundational workflows. <<Learn More Here>>
Diagnose Common Launch Problems and Fix Them Fast! Get the Launch Cure Guide : https://www.thelaunchcollaborative.com/launch-cure
Get Rachel's Guide to a High-Converting Email list to learn 4 shifts to elevate your emails & embrace sustainability in your marketing. <<Get it Here>>
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Transcripts
Hello everyone.
Speaker A:Welcome back to the Deeply Rooted Business Podcast.
Speaker A:I'm Rachel, doing a solo episode today about email marketing, of course.
Speaker A:So we are going to be diving in to one of the biggest opportunities.
Speaker A:I'm not going to use mistake as a as how I wanted to describe this.
Speaker A:One of the biggest opportunities that I see so many people not utilizing when it comes to eating, emailing their lists, and this is essentially the place where we go wrong here is treating your list like a crowd versus a community.
Speaker A:So like shouting out, sending everyone the same message and really not understanding how the power of segmentation can actually optimize conversions and really, really supercharge your email list.
Speaker A:So we're going to be talking about why one size fits all cookie cutter type email sends are costing you conversions, how to naturally segment people into your audience or people into your email list, and then of course some real life examples of some of my clients and how we can create opportunities for segmentation in there.
Speaker A:So preface for tech sake, right?
Speaker A:Everybody's tech platforms are very different.
Speaker A:It's going to be pretty agnostic.
Speaker A:I'm not going to be talking about specifically an activecampaign or a Flow Desk or a convertkit or anything like that.
Speaker A:So really just want to make sure that we're looking at this from a strategy level and like a foundational versus tactical and like inside of your actual platforms.
Speaker A:So let's go ahead and dive in.
Speaker A:So let's talk about kind of cookie cutter one size fits all marketing, specifically email.
Speaker A:So when it comes to sending newsletters, we'll baseline it into newsletters here because I think there's a lot of times where people just kind of hit all subscribers when it comes to like building out your newsletters and sending it to everybody.
Speaker A:What that does is just kind of assume that everybody's at the same stage in awareness, in buying behavior and all of that, when in reality they're not.
Speaker A:It's just not the case.
Speaker A:And like low level segmentation could be if you have a primarily sales email, excluding people who have purchased that from you, like that's one level of just taking this and making it a more relevant experience for your subscribers versus essentially just hitting send to everybody because your past clients who've already purchased that, that can erode some trust and you know, remove the opportunity for them to ultimately want to buy another product from you.
Speaker A:And they're like, you can't even like, why are you selling me something I already bought?
Speaker A:Kind of thing.
Speaker A:Like, that's the energy we want to avoid here.
Speaker A:The energy we really want to step into is making sure that the people on your list feel seen, they feel like, prompted to engage.
Speaker A:Because when they don't, when they're in that, like, unseen, irrelevant kind of experience, they stop opening, they stop engaging, and then ultimately, like, either they ghost your list or they just unsubscribe entirely.
Speaker A:So when it comes to segmentation, like, that could be a very scary word for people, but, like, I really want it to, like, root down just into the simple fact of like, honoring the reality that your audience is diverse.
Speaker A:They all are at different stages of awareness.
Speaker A:They all are at very desperate spend levels in their buying journey.
Speaker A:And unless you've like hyper fixated and hyper.
Speaker A:Well, not hyper fixated, hyper curated, your lead magnet to know exactly where everybody's at and they're in the exact same position, segmentation is that key to kind of like, help you just build trust faster in your email list.
Speaker A:So let's talk about some ways to naturally segment people into your email list.
Speaker A:Like, obviously, you know, Jess and I, we talk about quizzes until we are blue in the face, right?
Speaker A:Quizzes are that super fun, super personalized way that somebody can just like, take one path into their email list and segment into a hundred different paths if they really want to, right?
Speaker A:They're the opportunity for somebody to like, step right up and like, put themselves in a bucket from the get.
Speaker A:But a quiz doesn't always make sense for everybody.
Speaker A:It makes sense for a lot of people's businesses if their offer suites are set up correctly, but it's definitely not always the case.
Speaker A:And then you can also think about, like, what about the people who are already on your list?
Speaker A:Like, how do you get them to do that?
Speaker A:There are some fun ways to do it that are beyond just like sending them a survey and asking, like, where are you at?
Speaker A:How can I help you?
Speaker A:Kind of thing.
Speaker A:I love doing something that's like, essentially like a little bit of like a resource dump as just like a fun email, but being really strategic about it.
Speaker A:So essentially saying, like, I'm kind of doing some spring cleaning and I've come across all of these resources.
Speaker A:But, like, we're not just throwing every resource we have at them.
Speaker A:We're giving them a resource for, like, let's say if you're a fertility specialist, hormone imbalance, we're doing egg quality or we're doing something that is more like IVF focused.
Speaker A:And those three things are three different audience buckets in your audience, right?
Speaker A:They're different buckets of, like, how you can help them what we're not going to do is say, here's five resources for hormone imbalance.
Speaker A:Because what that doesn't do, it doesn't tell us where they're at, what's their specific like problem, anything along those ends.
Speaker A:So it's really creating an opportunity that's absolutely benefiting them to segment themselves versus us being like, hey, will you tell us where you're at in your journey?
Speaker A:Because nobody wants to.
Speaker A:Like, that's like walking into a door and me, like, please sell to me, Nick.
Speaker A:Nobody's going to do that.
Speaker A:So if you just kind of reiterate that and make it a little bit more of like a fun way, that's something.
Speaker A:But again, if you have the offer suite that's set up for it and you have the traffic flow that's coming in, like quizzes from the get are automatically the best way to segment somebody from the forefront.
Speaker A:I think Jess and I just mentioned the success that one of our quiz clients who we did the full build for them, they're seeing in, in just the small amount of time that it's come out.
Speaker A:Like their quiz is already converting high ticket offers as well as low ticket offers, which is the power of a quiz as well too.
Speaker A:So if you have it set up so you can, I think that quizzes are incredible.
Speaker A:You can also utilize your lead magnets in a way that they're just very diverse.
Speaker A:Like the topics are very niched into a specific problem, not just your ideal client.
Speaker A:Those are also ways that you can say, okay, the person that's going to opt into this specific lead magnet has this problem and they're here.
Speaker A:I've recently, obviously everybody knows on the podcast where I recently came back from MATLAB.
Speaker A:Well, not even recently.
Speaker A:My baby's about to be 1 years old and I was on a lot of email lists of people who supported like in pregnancy and stuff like that.
Speaker A:And they are still emailing me.
Speaker A:And there's like, that's one of those things where there needs to be built in segmentation opportunity for me to say like, hey, had my baby or no longer pregnant or whatever that case may be so that you're still not getting irrelevant emails.
Speaker A:Because now I'm in that bucket where I'm like, I don't open any of these emails anymore because it's not targeted towards me at all.
Speaker A:So just thinking about how your audience is set up and what places you can do of segmentation throughout that are organic or natural that make the most sense for you.
Speaker A:Again, the resource dump is always my favorite and you can do it just whenever you need to or even just to specific segments of your list.
Speaker A:So if you say okay, I already know these people who came in through this, this lead magnet, I don't want to.
Speaker A:I want to do these people who maybe were like on my list and have stopped opening in and doing all of this stuff.
Speaker A:Like you can really like segment further so that you can get a clear idea of who these unknowns buckets really are.
Speaker A:So let's move into some examples.
Speaker A:Right.
Speaker A:So I have in my align leads formula there's something that I call a filter question that you add to all of your opt ins.
Speaker A:Which side note align leads formula is going away.
Speaker A:Not really going away.
Speaker A:It's being digested into something that I've been working on.
Speaker A:So it will not be a standalone thing anymore.
Speaker A:So if you I guess want to get it soon at the price that it's at like I'll put the link in the bio but or in the bio.
Speaker A:Wow.
Speaker A:I'll put the link in the show notes because it's, it's gonna move into something that's a little bit more mid ticket but so it's something I call a filter for your opt in.
Speaker A:So you can go to any one of my opt ins and you'll see where I say like where are you at in your email journey?
Speaker A:And it has three buckets, one is starting fresh.
Speaker A:No email list ghosted my email list like need to read a lot like reignite it.
Speaker A:And then the last one is something along the lines of like just here for tips and tricks.
Speaker A:That segmentation opportunity for me is really valuable for me to see like how many people are advanced and how many people are complete newbies in the sense of like they don't have an email list.
Speaker A:They probably need to be focusing more on lead magnet list growth versus more advanced strategies is like automations and like re engagement and things like that.
Speaker A:That is an opportunity for almost every single one of businesses.
Speaker A:That is something that like most businesses can drop into your opt ins.
Speaker A:So a few more examples that I have pulled up here is let's say if you're.
Speaker A:I feel like I always give dietitian examples if you're a the niche is like busy moms.
Speaker A:You can put a filter in there that says like well how many dinners do you currently cook at home per week as like an opt in to maybe like a meal planning or like nutrition guide for busy moms kind of thing.
Speaker A:Or if you're doing something along the lines of like if you're A web developer you can ask like is your site currently generating leads and bookings?
Speaker A:Yes.
Speaker A:No like can identify problems or what do you currently use your website for?
Speaker A:Those are two opportunities that you can essentially see where somebody is in their journey just by a little like radio button or something along those ends.
Speaker A:So opportunities like that are really powerful and that's just a simple step on your opt in.
Speaker A:So them already taking the step where you can identify.
Speaker A:Okay, they're at in the problem awareness of whatever this lead magnet is.
Speaker A:And then they've also selected this filter question that's super important to kind of like further segment your email list down.
Speaker A:I hear a lot from other email strategists that you don't need to email or that you don't need to segment your list, you don't need to ab test, you don't need to do all this stuff.
Speaker A:But like in reality there are just subtle, simple strategies that you can do to build more trust with your audience.
Speaker A:Because we've all received emails that like just don't, they no longer align.
Speaker A:And I guarantee you if that person was just a little bit more intentional in looking at their email list and saying, hey yeah, maybe the person that already bought this course for me doesn't need to hear about this course one more time, you would probably have like been a little bit more engaged or been more apt to kind of purchase again with them.
Speaker A:So just look at it from a sense of like not a strategy from an email side but like look at it as an opportunity to make your list or your emails just a little bit more relevant without really doing much.
Speaker A:And has note that I think is really important is like if you were to say, okay, well I send weekly emails and if I were to exclude this person from this email, they're not going to get an email from me for two weeks.
Speaker A:And like that is not an actual worry.
Speaker A:Not many people are sitting there being like, oh my gosh, Rachel has not emailed me in this many times or hasn't emailed me this week.
Speaker A:That's not happening.
Speaker A:I think that's more of like a visibility fear or something along those lines.
Speaker A:So really just honor the fact that that person wasn't the right person for that message and that the next message they get is going to be even better because we are leaning into making sure that our subscribers feel trust and seen and like we're delivering high value things for them.
Speaker A:So that's important to note.
Speaker A:So one size fits all cookie cutter kind of like email strategies that kind of lead to Disengagement on your email list.
Speaker A:We don't really want to do that.
Speaker A:Segmentation, natural ways to operate or to offer segmentation.
Speaker A:Obviously quizzes are my favorite.
Speaker A:If you have a tub of funnel that is in an offer suite that make the most sense you can do resource dumps as well to kind of create moments of opportunities.
Speaker A:But then secondly is like look within your actual customer journey and say okay, well if I offer pregnancy services and pregnancies are typically nine months, I want to make sure to re engage with them in nine months or at some point to kind of make sure that my messaging is still relevant and all of that.
Speaker A:Like that's important too.
Speaker A:And then filter tips, I think those are super easy to like low key add into any of your opt in forms.
Speaker A:And yeah, so just making sure that your subscribers feel seen and respected.
Speaker A:You really don't have to like continuously bombard them, right?
Speaker A:Like they will lean in and they will show up for you and convert when they trust you.
Speaker A:And through trust is by relevant targeted intentional marketing.
Speaker A:So I hope that that kind of refreshes a little bit of shifts a little bit more of how you look at segmentation for your email list and maybe just a little bit of homework for you is think about maybe one additional way that you can segment your subscribers.
Speaker A:If you're one want to do a resource dump or if you want to add a filter to your opt in forms, I would love to see them.
Speaker A:So if you want to just shoot them over to me at Gal Agency on Instagram.
Speaker A:It does not have to be complicated.
Speaker A:Even segmenting 2% of the people that come into your list is better than nothing.
Speaker A:So yeah, let me know if you have any questions or anything like that at all.
Speaker A:And until next time we are rooting for you.
