Recently I opened my AWeber account, looked at my ever growing list of ‘lists’ and thought okay, it’s time to do something about this. I knew I had overlap, with buyers of one product being on another list for another product and maybe even being on a list for free downloads too. You get the idea. I wasn’t segmenting and as a result my account was a mess. I needed to take more control of it.
This meant some serious list hygiene followed up with a list segmentation strategy, especially as I was planning to implement Bryan Harris’ content upgrades technique which involves giving additional post specific content away free in exchange for an email. If I didn’t do this, I could easily end up with hundreds of small lists in my account and tonnes of duplicate subscribers rather than one nicely segmented list.
Why Segment Your List?
While my motive for segmenting is to keep a record of who downloads which bonuses from my blog, there could be many reasons why you might need to segment your list.
Maybe you’re running multiple lead generation campaigns around a single promotion or product launch and need to target subscribers who downloaded lead magnet A.
Maybe you’re releasing a product and need to segment buyers who have purchased upsells.
Or maybe you need to distinguish customers who own a dog rather than a cat or a bicycle rather than a car.
Whatever your reason, segmenting your list allows you to send highly targeted message to the right people, resulting in higher open rates and better conversions.
Choosing The Right Lead Capture Solution
First you’ll need some way of capturing leads.
To segment your list it’s not enough to simply capture an email address. You need to somehow tag the subscriber with an identifier that allows you to later search for them using that identifier so that you target them with specifics mailings.
For most auto-responders this involves using a field name and a field value. The field name could be something like ‘Download’ and the value might be ‘Bonus A’ or ‘Report B’. It’s pretty easy to set this up using custom fields and unique forms from within your AR service’s dashboard but what if you’re using a plugin or other API method to add subscribers from, let’s say, your website?
Not so straight forward!
That’s why it’s really important to use a lead capture solution that allows you to create custom fields and values.
Sure you could do this easily with LeadBoxes from LeadPages but I wanted something simple that I could control from within my blog and why pay a monthly fee when there are cheaper options?
After some research and evaluation and I chose ConvertPlug, by Brainstorm Force.
ConvertPlug will work with pretty much all autoresponsder services so while I’m using AWeber, you can easily apply this with your own service.
So let’s do it.
1. Create Custom Fields Inside AWeber
This is easy. From the ‘Current List’ dropdown menu simply click on the list you want to segment. Choose List Options and select Custom Fields.
Create a new custom field and call it something related to the activity or download you want to track. In my case I called it Bonus as I’m going to track and segment subscribers based on the bonuses they download from my blog. You could just as easily call it ‘Upsell Option’ or ‘Customer Preference’.
That’s pretty much all you’ve go to do inside your autoresponder. Now let’s look at ConvertPlug.
2. Creating ConvertPlug Forms To Segment Your List
Create a form using any of the ConvertPlug options (Model Popup, Infobar or Slide In).
Style and edit your form as to suit your needs.
Click on the option Form Designer. From the Form Builder menu, select Add New Field.
From the Field Type dropdown box, select Hidden
Add the Field Name you created in your autoresponder. In my case, this is ‘Bonus’
Add a Field Value (a description of the activity you want to track). I’ve added ‘PPT Templates’ to segment anybody who has downloaded a PowerPoint bonus.
Now, simply save your form and activate it wherever you want to capture subscribers relevant to the segment you’ve just created.
You can create as many ConvertPlug forms as you need in order to categorize your subscribers within as many segments as you like.
In order to send targeted mails to these subscribers, you will need to manually create a new segment using your autoresponder’s filtering options. I’ve filtered subscribers by selecting the custom filed ‘Bonus’ and the field value “PPT Templates”
Once you’ve saved your new segment. You’re ready to mail.