Creating Custom Segments to Improve Email Performance

Improve your email performance by learning how custom segments and tagging can be used to deliver the right content to the right audience.

Delivering the right content to the right people at the right time doesn’t have to be complicated. In fact, custom segmentation is a lot easier than it sounds.

As your audience gets to know you and your content over time, you will learn what interests them by their behavior. 

Let’s say you’re a cookbook author. One subscriber may favor vegan recipes, while another may favor recipes with meat. Maybe someone consistently shows interest in a product you sell. 

If you know this about your subscriber base, then you can create custom segments and deliver information you know will delight them. 

Custom segmentation lets you break down your audience into groups of people who show interest in specific topics or products — like vegan or meat-based recipes — as well as when they take specific behavioral actions.

The more you personalize your emails, the more your audience is likely to engage with your content. 

How to use tags to segment your email list 

Tags help you organize your subscribers according to interest or behavior. Using tags is an easy way to send content just to audience members that are interested in a particular product or offering.

The video below shows you how to tag subscribers with a keyword or phrase that identifies their interest or action. 

You can also set up the tags ahead of time to automatically be added to your subscribers when they take a specific action.

Tagging is a powerfully-simple way to transform your email marketing. By applying tags, you will make sure your subscribers only receive content relevant to them.

Create a custom segment to send highly-targeted messages

Creating custom segments lets you send messages to groups of subscribers with a particular tag.

Let’s say you are a cookbook author about to launch a new book on vegan cooking.  You know that a vegan cookbook may not appeal to your entire list. If you create a custom segment for users who have expressed interest in vegan recipes or cookbooks, that segment will be most receptive to your message about your vegan cookbook. 

Diagram showing a custom segment for Vegan Tag and Engaged customer.

If you have another cookbook for meat lovers, that is an entirely different audience than your vegan audience. You would create a custom segment using tags for people who have actively opened and have a Meat Eater tag.

Diagram showing a custom segment for Meat Eater Tag and Engaged customer.

Once you tag your audience, it is super easy to add a personal touch in your email, thanking them for joining, donations, or purchases. The tag also can serve as a reminder of how they connected with you so you can follow up with them in the future.

Save time with dynamic segments

Rather than manually setting search criteria every time you send an email to a particular audience, create a segment and use it whenever you want to reach that specific audience.

Custom segmentation can also help you improve your open rates, click-through rates, and increase sales or conversions. It can even lead to fewer spam complaints and improve your deliverability.

Why? Because subscribers love content that feels personalized to them. In fact, marketers see an average increase of 20% in sales when using personalized experiences, according to Monetate.

Take action! In the video below, learn how to easily create a segment of subscribers using tags, how to save your dynamic segments, and then send a personalized email within AWeber. 

Need inspiration? Here are just some of the cool things our customers are doing with custom segmentation and tagging.

Fisher Center for Alzheimer’s Research Foundation grew it’s list 500%

The Fisher Center for Alzheimer’s Research Foundation is a non-profit that communicates with donors and subscribers through email to share news of medical breakthroughs and raise funds for research to find a cure for Alzheimer’s Disease.

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