Everything Infusionsoft & More (Email Segmentation)A powerful feature and very useful tool within Infusionsoft is how you can fully segment your contacts and easily communicate with certain contacts and not ALL contacts without spending several hours manually organizing lists to make that happen. The more information you collect the better the segmentation. However, the most common contact data collected is name and email only. Even with just that little of information you can segment your contacts with proper planning and maintenance. One of the common Infusionsoft terms (at least to me) is “tags.” Tags can be assigned based on actions taken by a contact. Some examples are opting in for information from your website, purchasing a product, clicking a link in an email, or manually from within the contact record. Each of those actions can trigger a tag being placed on that contact record. From an automated level… let’s say that you have a campaign set up so that when visitors come to your site they can enter their information to receive a free report. First step, they are tagged as Free Report Optin. Thereafter you have a series of emails set to send to them every day for 7 days. Within the 3rd email you set up a tracking link so that when someone clicks that link in that email they are tagged with Report Optin Interested. Now you will know who is clicking a link on the 3rd email based on their tags and be able to be specific in an email marketing message to just those people who click on that link. Also, within that campaign there is a goal of purchasing a product. When someone purchases the product they are tagged as Product Purchased. Now we have one contact with three tags. From an un-automated level… let’s say that you want to send an email broadcast to everyone with the tag Free Report Optin that does NOT have the tag Report Optin Interested or the tag Product Purchased. (By the way, you can automate this process within the campaign builder, but for the sake of this example you decide last minute to send a one-time email message.) The more information you collect about a visitor the more segmentation possibilities you have. Wouldn’t it be great to know enough about your contacts as far as knowing their gender? Specific emails to men and women could be very useful. That could also mean a lot of work, and some guess-work. If it made sense for your type of business and you collect that information you can really hone in with marketing messages. If you’re not sure and want to know you can always ask and make it simple with an email for someone to click here if a woman and click here if a man. You can preface that question with the why you are asking, and a good reason would be you have some information that is relevant only to women and you’d like to not bother the men with those type of email messages. A good example of this is we have a client who often has messages with the subject line “This is for the Ladies…”, and it would be great if we offered the men a way to express their desire to NOT get those emails. Click here and we will not send ladies only messages to you in the future. Easy enough, they click here, are tagged and now we can exclude those men (and possibly some ladies) from these type of messages. Based on the example above not only can you allow the contacts (presumably men) from getting those emails, now you also have a segmented list of men who you may have a product that is specific to men. Other segmentation ideas are age, geographic location, financial, profession and interests just to name a few. An excellent case study to read and learn from Marketing Sherpa is about how a clothing brand used this type of data to dramatically increase their revenue. Please share what your experiences with email segmentation have been so far? If you would like to get started or want help with analyzing your visitor’s information and strategizing on how to segment your email list contact us at firstname.lastname@example.org.