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How can you tailor your email copy to different subscriber groups?

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Email marketing is one of the most effective ways to connect with your audience, build trust, and generate conversions. But not all subscribers are the same. They have different needs, preferences, and behaviors that affect how they respond to your emails. That's why you need to tailor your email copy to different subscriber groups, also known as segments. In this article, you'll learn how to segment your email list, how to write email copy that matches each segment's goals and interests, and how to test and optimize your email campaigns for better results.

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1 Why segment your email list?

Segmenting your email list means dividing your subscribers into smaller groups based on specific criteria, such as demographics, location, purchase history, engagement level, or interests. By doing this, you can send more relevant and personalized emails to each group, rather than sending the same generic message to everyone. This can help you improve your open rates, click-through rates, conversions, and retention, as well as reduce your unsubscribe rates and spam complaints.

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Barbara Roy

Senior Strategist | Business Storytelling, Communications, Technical Writing, Content Design
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The most obvious reason for segmenting your email list is that it defines more targeted audience groups that can be pre-matched with your go-to list of topics. This is an invaluable time saver when it comes to preparing for multiple email sends.

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2 How to segment your email list?

Segmenting your email list is an effective way to reach your goals, depending on the data you have. Common segmentation methods include behavioral, demographic, psychographic, and lifecycle. For example, you can segment by email activity (opens, clicks, replies), geographic location (country, state, city), interests (sports, music, travel), values (environmental, social, political), or lead status (new, qualified, hot). Additionally, you can segment by website activity (pages visited, actions taken, time spent), gender (male, female, other), age range (18-24, 25-34, 35-44), hobbies (gardening, cooking), personality (introvert, extrovert), customer status (first-time, repeat, loyal), or churn risk (low, medium, high).

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Barbara Roy

Senior Strategist | Business Storytelling, Communications, Technical Writing, Content Design
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Effectively segmenting your email list doesn't necessarily have to be dependent on a CRM, but it helps. The right CRM for relationship management will also improve the efficiency of your entire communications operation.

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3 How to write email copy for different segments?

Writing email copy that appeals to each segment's needs, interests, and motivations is essential once you have segmented your email list. To create an effective message, consider crafting a clear and catchy subject line that conveys the value of your email. Additionally, use a friendly and conversational tone that matches the personality and expectations of your segment. Personalization and customization can also be used to make your email more relevant and engaging. Clear and compelling copy should be used to highlight the benefits and solutions that your email provides for your segment. Finally, ensure you include a strong call to action that tells your segment what to do next and why.

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Raitis Gocentas

I build marketing foundations for deep tech B2B startups
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Follow the basics of marketing. The only rule you need to remember is: That email is not about you. It's about them. Therefore, follow these steps: 1. You didn't just randomly segment. Think about what each of those groups desire the most. 2. Think about where what your product does intersects with that top desire. 3. Pick 1 big, clearest benefit for each of the groups. 4. Lead with that benefit, drum up the pain a bit, then get to your solution. Remember though, there's a mental gap between people wanting a benefit and being ready to buy. Look at how big of a gap that is. Can you bridge it in one go? If not, think of an intermediary step to your actual offer that can make one long bridge into two shorter ones. Think of the reader.

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Rob Wade

Content Marketing, Creative, & Communications Leader | Storyteller, Copywriter, & Editor
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For me, it’s helpful to segment, create, and compare email copy side by side. I use a simple Google Docs or Word table. In the far left column, I break email sections into chunks: subject line, preview text, headline, copy, CTA, and footer. Across the header row, I list the segments. Then, I write the first email in the first audience column, top to bottom. From there, I tailor the copy across the row, left to right. Reviewers and project stakeholders seem to like this approach, too — it makes it easier for them to follow changes from version to version.

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4 How to test and optimize your email campaigns for different segments?

To ensure that your email campaigns are delivering the best results, you need to test and optimize them. Start by using an email marketing tool that allows you to create, send, and track your email campaigns for different segments. Additionally, A/B testing can help you compare different versions of your email copy for different segments and measure the impact on your open rates, click-through rates, conversions, or other metrics. Furthermore, analytics can be used to measure and analyze your email campaign results for different segments and identify what works and what doesn't. Finally, feedback from your subscribers is essential to learn from and improve your email copy for different segments. You can use surveys, polls, or reviews to ask them what they like or dislike. Additionally, you can use email replies, comments, or social media to engage with them and listen to their opinions.

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Barbara Roy

Senior Strategist | Business Storytelling, Communications, Technical Writing, Content Design
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When A/B testing campaigns for different audience segments, in addition to the messaging, be sure to compare other variables like day of week, time of day, etc.

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5 How to get started with email copywriting for different segments?

If you want to get started with email copywriting for different segments, there are some key steps to follow. First, you should define your email marketing goals and objectives. Then, identify your target segments and create buyer personas. After that, create a content calendar and plan your email campaigns. Next, write your email copy for each segment using the tips and best practices. Finally, test and optimize your email campaigns for each segment. Email copywriting for different segments is an ongoing process that requires constant experimentation, analysis, and improvement. By following these steps, you can create more effective and personalized emails that connect with your audience and generate conversions.

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6 Here’s what else to consider

This is a space to share examples, stories, or insights that don’t fit into any of the previous sections. What else would you like to add?

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How can you tailor your email copy to different subscriber groups?

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4

5

6

1 Why segment your email list?

2 How to segment your email list?

3 How to write email copy for different segments?

4 How to test and optimize your email campaigns for different segments?

5 How to get started with email copywriting for different segments?

6 Here’s what else to consider

Content Marketing

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How can you tailor your email copy to different subscriber groups?

1

2

3

4

5

6

1 Why segment your email list?

2 How to segment your email list?

3 How to write email copy for different segments?

4 How to test and optimize your email campaigns for different segments?

5 How to get started with email copywriting for different segments?

6 Here’s what else to consider

Content Marketing

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