How To Segment And Reach The Subscribers Most Likely To Convert On Your Campaigns

Hey it’s Max from The Inbox Newsletter.

Today I want to share a cool segmentation strategy you can use to reach the subscribers most likely to buy on any campaign you send.

Really underrated and pulls a solid chunk of extra revenue out sends where one SKU is the hero.

Let’s get into it!

Product Interest Segments

If you think about each of your campaigns, there’s probably a good chunk of subscribers who would’ve bought if the campaign actually reached them, but they’re sitting outside your engaged segment so they never see it…

Especially if you’ve got multiple products across your site, since the subscribers interested in one product aren’t always the same subscribers interested in the next.

So the move is to find a way to reach those extra buyers without hammering your full list on every send.

The fix is creating a segment that ACTUALLY pulls in the subscribers whose behavior tells us they care about that specific product, instead of just the ones who’ve been active in the last 30 days.

We call these product-interest segments. 

Basically they act as a behavior-based layer on top of your engaged segment so every product-focused send pulls in the subscribers already showing buying signals on that SKU.

So say you’re running a creatine-focused campaign…

Instead of sending it to just your engaged segment like you typically would, you send it to a product-interest segment that pulls in every subscriber whose behavior tells you they care about creatine specifically.

Here’s the exact segment definition to build it out inside Klaviyo (using creatine as an example):

• Anyone who has viewed the creatine PDP

• Anyone who has bought creatine before

• Anyone who has added creatine to cart

• Anywho who can receive email marketing

Now the campaign hits your reliable engaged segment + every subscriber whose behavior tells you they’re way more likely to convert on creatine than the average subscriber on your list.

Do this across every major product, category, collection, or customer problem your brand serves…

Each send built around a specific SKU becomes a chance to pull extra conversions out of subscribers already primed to buy it…

BTW, I share insights like this every single day in my private community which you can find here.

Email Inspiration Of The Day

Brand:
Nugget

Email Design:
https://drive.google.com/file/d/1jR8sa2eAuTO9ZLn8Tr2bx_53g1DTrXFa/view?usp=drive_link

Notes:
Love this quiz styled email… the brand does a great job of pulling you in visually and lead you to the CTA!

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

Cheers,

Max Sturtevant | Well Copy

P.S
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