Make more money with segments

The best email to send to your fans is one that they expect.

If someone bought your last album, signed up for your class, or bought your latest print, chances are they’ll be receptive to getting an email about your brand-new offering.

This is the work I do with a record label client.

When High On Fire has a new record coming out, guess what? We email the folks who bought the last High On Fire album.

We did this for Death Row Records, too. If we had a new shirt drop, we’d send to people who bought shirts in the past.

A higher percentage of people will open a segmented email than if we sent it to everyone on our list.

And better-targeted emails can make you more money.

It’s called segmenting.

Substack let’s you build segments from a user’s Activity rating, which they define as, “a high-level rating of how actively the subscriber has used your newsletter in the last month, including email opens and webviews.”

You can also build segments by post views, comments, email opens and more.

All that said, I recommend using another email service like Flodesk or Kit to build a segment based on sales.

You take all the email addresses of people who bought from you before (from your online store, Bandcamp, etc.) and send them a separate email at some point.

For example, this is how Cody Cook-Parrott incorporates Flodesk into their workflow:

“A few days ago I decided to use my Flodesk email list which is made up of people who have downloaded one of my free guides or taken my classes…”

Continue sending to your regular newsletter audience, of course. Announce your new offerings as usual, but send to this “people who’ve bought from us before” segment occasionally, too.

Building new segments.

Let’s say you’re about to launch something new, like an album, a book pre-order or a new course.

When you first announce your new offering on social media, Substack Notes, or even your main newsletter, you get your fans to click and sign up to be the first to know about your offering via a landing page.

For example, maybe I want to offer a workshop next month all about segmenting. I could mention it in this newsletter, and link to a landing page where you could sign up to be the first to know about this new offering.

When I’m ready to launch, I’d email these people first because they’re the most engaged, and I’m not leaving it up to the chance that they’ll see the announcement in the next few newsletters I send. They’re getting a directly targeted email announcing the new workshop because they signed up for it!

So yeah – if you want to be alerted if I set up a Segmenting Workshop, click here!

More info:
Free landing pages for your next idea from Kit
Free forms that make people want to sign up from Flodesk