Email Marketing Segmentation: Send To Your Whole List

Hey it's Max from The Inbox Newsletter.

One mistake I see a lot of brands make is only ever sending campaigns to their most engaged segment…

This is honestly a reasonable move on paper, because sending to only your most engaged people protects deliverability and keeps your open rates high.

But by only sending to your engaged segment, you're missing out on a big chunk of subscribers who could still buy from you… and it's a lot of missed sales every single month.

Today I'm going to walk you through when to actually send to your whole email list, why it works, and the exact checklist to make sure each full-list send actually converts.

Let's get into it!

The Segmentation Mistake Many Brands Make

Now, this goes against what I usually talk about, but I actually encourage you to send to your whole email list… sometimes.

Take a look at this screenshot below…

This is an example of what NOT to do.

Every single campaign only goes to the same engaged segment, while the rest of the list just sits there.

This can be fine for simplicity and deliverability… but I don’t recommend for most brands.

The thing is, you're paying for every profile on your list whether they open your emails or not.

If the rest of your list never sees another campaign from you, they're literally just costing you money for no reason.

So if your deliverability is in a healthy spot, sending to your whole list 1-2x a month (things like sales, big announcements, or major promo drops) is smart to do.

You get revenue from people you'd otherwise never touch, and Klaviyo picks up fresh engagement data that helps you re-segment down the road.

You’ll get a nice healthy extra bump in revenue as well.

One send here and there to your whole list will not destroy your deliverability.

Now, before you send to your whole list, there's something to keep in mind…

You're sending to people who haven't opened your emails in weeks or months. That means you get ONE shot to re-earn their attention.

I just recommend blasting to your whole list 1-2 times per month for a big campaign… something like a sale announcement or product release.

When you are sending it… make sure you have things dialed in…

The Full-Send Checklist

1) Use your best-performing subject line format.

The subject line has to be strong enough to pull an open from someone who hasn't opened in 60+ days. This is NOT the time to test a mid subject line or try a new angle.

Look at your top 10 highest open-rate subject lines from the past 3-6 months, find the pattern, and lean on it.

2) Send at your best-performing day and time.

Send day/time matters way more on whole-list sends than engaged-only ones. Your engaged segment will open whenever, but your quieter subscribers only open if you catch them at the exact right moment.

Look at your top-performing sends and match your whole-list send to the same day/time.

3) Use your best-performing creative format.

If your list responds to bestseller highlights, run bestseller highlights. If they respond to FAQ-style teardowns, do that.

Don't pick a creative format because it feels fresh. Pick based on what your data says is actually converting.

All of these can easily be pulled through Hiro Analytics… which is what we use for email analytics.

We run it for all of our brands, and it shows you trends that save you a ton of time vs going in and looking at Klaviyo campaign-by-campaign. Highly recommend checking it out.

Bottom line… full send to your whole list 1-2 times per month and you'll be shocked at the revenue sitting in that dormant part of your list!!

Email Inspiration Of The Day

Brand:
Ice Cartel

Email Design:
https://drive.google.com/file/d/1GMZa_My18YoTFzf8hJvaDJK-x-ANbvGx/view?usp=drive_link

Notes:

Quick style emails like these are crushing right now... Less copy, and more vibes!

Reply to this email if you have any questions or further content you want covered.

Cheers,

Max Sturtevant

P.S
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