Segment Your Lists - with Middle of funnel promotions
Middle-of-funnel promotions
What is Segmentation?
Segmentation is a way to divide up your existing audiences into smaller groups, so that each group receives specific content or offers. This enables you to communicate with your audience in a way that's relevant to them.
For example, if one segment of your audience is interested in learning about a specific product, another segment might be interested in learning about a different product - but both segments would share the same interest in learning about these products. You can send these two groups different emails - one offering information on one product, and the other offering information on another product - without upsetting either group because they are both interested in what they're being offered.
Segment Your Lists - middle of funnel promotions
One thing to be cautious of is trying to force buyers to make too big of a leap, in a purchase step. The customer who bought your £/$47 first step product is not likely to sign up for your next step offer of a £$1997 deeper impact program—at least not yet.
You're probably familiar with the idea of segmenting your lists. You've probably even tried it—but you might not have been sure how to do it effectively.
When your customers are in the middle of their purchase cycle, they're looking for more information about your product or service. They want to know more than just how much it costs and what features it has; they want to know how it's going to improve their lives.
This is where the Middle of funnel promotions come in. These are the emails that focus on helping customers understand what they'll get out of your product or service, and why it's worth the investment. They help answer questions like:
- Why should I use this instead of my current solution?- How will this product help me reach my goals?- What problems will this product solve for me?
By segmenting your offers, targeting, messaging and mailing lists you can avoid making overly misaligned or aggressive offers and upsells, and instead send your buyers exactly what they need when they need it.
Upselling your buyers is the key to providing the next step value, ascending qualified customers to the next step and increasing your sales with the next step in the middle of funnel promotions.
Don’t be afraid to make offers; remember, a happy buyer is primed to make another purchase. They are counting on you to show them what’s next, so don’t make the mistake of thinking you’re bothering or annoying them by making offers. Do it thoughtfully, and they actually thank you for it.
Middle-of-funnel promotions are one of the most effective ways to segment your lists. The middle of the funnel is the place where you’re trying to move people from being potential customers to buying customers. These are people who have seen your ads, have expressed some interest in what you do, and have started to engage with your brand.
These promotions can be anything from a PPC campaign or an email marketing campaign, but they all have one thing in common: They are designed to get people moving toward conversion.
If you’re just starting out with email marketing, deciding which segments to target is an important first step. The more specific you can be about your target audience, the better chance you have of attracting their attention and getting them interested in what you offer.