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How do you segment new vs. loyal subscribers?
Segmenting new versus loyal subscribers allows you to tailor your email campaigns based on their engagement levels and familiarity with your brand. This segmentation helps you provide relevant content, offers, and experiences that are appropriate for each group. Here’s how you can effectively segment and engage both types of subscribers:
1. Segmenting New Subscribers
Criteria for New Subscribers:
- Time since sign-up: New subscribers are typically within the first 30–90 days after they’ve joined your list.
- No purchase or minimal engagement: They haven’t made a purchase yet (if applicable) or have low engagement (e.g., low email open rates or clicks).
- Welcome email campaign: They’ve likely gone through your welcome series, but haven’t yet been exposed to your full content or product offerings.
How to Engage New Subscribers:
- Welcome Series: Send a series of welcome emails to introduce your brand, products/services, and value propositions. The first email should thank them for subscribing, and subsequent emails should introduce them to your best products, offers, or content.
- Education & Introduction: For new subscribers, provide educational content about your brand, such as how to use your products or services, company values, or a story behind your brand. This helps build trust and interest.
- Special Offers for New Subscribers: Offer exclusive discounts or promotions as a way to encourage them to make their first purchase or interact more with your content.
- Ask for Preferences: In the early stages of the relationship, ask them about their preferences (product interests, frequency, etc.) so you can start personalizing their experience.
- Frequent, but not overwhelming: Send a few emails to engage new subscribers, but don’t bombard them. Focus on keeping the communication relevant and valuable, without overwhelming them.
Example of New Subscriber Segmentation:
- Welcome Emails: First 3 emails sent within the first 7–10 days.
- First-time buyers: For those who make their first purchase, move them to the “loyal” segment.
- Non-buyers or less engaged: If they haven’t bought or engaged after a few weeks, consider sending a re-engagement campaign.
2. Segmenting Loyal Subscribers
Criteria for Loyal Subscribers:
- Length of subscription: Loyal subscribers have been on your list for several months or even years.
- High engagement: They regularly open, click, or engage with your emails (e.g., frequent purchases, clicks, or website visits).
- Frequent buyers or strong brand advocates: They have a history of making purchases (if applicable), referring friends, or sharing content.
How to Engage Loyal Subscribers:
- Exclusive Offers: Reward loyalty by offering exclusive discounts, early access to sales, or special VIP offers. This shows appreciation for their ongoing support and keeps them engaged.
- Advanced Product Recommendations: Based on their purchase history or behavior, suggest new or complementary products that are relevant to their interests.
- Personalized Content: Because they are more familiar with your brand, you can send them more personalized content (e.g., advanced guides, updates on your newest offerings, loyalty programs).
- Recognition: Acknowledge their loyalty through emails that celebrate milestones such as anniversaries, purchase milestones, or loyalty program status.
- User-Generated Content: Invite loyal subscribers to share testimonials, product reviews, or social media posts. Feature them in emails or on your website to build community.
Example of Loyal Subscriber Segmentation:
- Frequent Shoppers: Subscribers who have made multiple purchases in the past year. They can be targeted with cross-sell or up-sell offers.
- High Engagement: Subscribers with high open and click rates. These individuals are more likely to appreciate deeper content or invitations to special events.
- VIP Programs: If you offer a loyalty or VIP program, loyal subscribers can be segmented into this category, receiving exclusive perks or invites.
3. Behavioral Segmentation Based on Engagement
Besides simply looking at time since sign-up or purchase, you can segment based on engagement:
- Active Subscribers: Subscribers who open, click, and interact with your emails regularly, whether they are new or loyal.
- Inactive Subscribers: Subscribers who haven’t opened your emails in a certain time frame (e.g., 3 months). They can be targeted with a re-engagement campaign to move them back to active status.
- Engagement Recency: Even within the loyal group, you can identify “super fans” or those whose engagement is particularly high.
4. How to Use Segmentation Effectively
Tailor Your Messaging:
- New Subscribers: Introduce them to your brand with a more general approach that explains who you are, what you offer, and why they should care. Over time, nurture them with more personalized content as they engage with your emails.
- Loyal Subscribers: Send them offers, VIP content, and personalized recommendations that acknowledge their history with your brand. Show appreciation for their loyalty through exclusive access and recognition.
Set Triggers for Segmentation:
- Behavioral Triggers: Move subscribers from “new” to “loyal” once they’ve made a purchase or exhibited a high level of engagement (e.g., opening multiple emails or interacting with your website).
- Inactivity Triggers: If a loyal subscriber becomes inactive, they can be moved to a “re-engagement” campaign before they are removed from the list.
Tools for Segmentation:
- Email Service Providers (ESPs): Most ESPs (like Mailchimp, Klaviyo, ActiveCampaign) offer easy ways to segment your list based on time since sign-up, engagement, purchase history, and more.
- CRM: If you integrate email marketing with a Customer Relationship Management (CRM) system, you can gather more detailed behavioral data, allowing for more sophisticated segmentation.
Summary:
By effectively segmenting new and loyal subscribers, you can deliver tailored content that meets their needs and expectations. For new subscribers, focus on introduction, education, and incentives, while for loyal subscribers, prioritize personalization, recognition, and exclusive offers. Regularly track and adjust segmentation strategies based on engagement levels and feedback to keep your emails relevant and valuable for each group.
