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The Smart Passive Income Podcast

AP 0741: Should I Sell to My Whole Email List or Just to a Segment?

AP 0741: Should I Sell to My Whole Email List or Just to a Segment?

By Pat Flynn on

AskPat 741 Episode Transcript

Pat Flynn: Hey, what’s up everyone? Pat Flynn here and welcome to Episode 741 of AskPat. Thank you so much for joining me today. As always, I’m here to help you by answering your online business questions, five days a week.

We have a great question today from Tracy, but before we get to that I do want to thank today’s sponsor, which is FreshBooks.com, one of my favorite companies because they help me relieve myself of the many headaches around financials in your business. From keeping track of income and expenses to invoicing. The invoicing feature with FreshBooks is amazing. If you do any billing of any kind to anybody, maybe you’re a coach, or you’re a consultant, or whatever, they make it really simple. Within 30 seconds you can send out a professional looking invoice, and they will help you keep track of whether or not you get paid.

They do this in a very great way, automated way, that they give you reports on who owes you, and plus they are able to show you who has yet to even open that invoice, which allows you to better followup and, like I said, get paid. If you want to check it out for 30 days for free, all you have to do is go to FreshBooks.com/AskPat and make sure you enter “AskPat” in the How Did You Hear About Us section.

Here we go. Today’s question from Tracy.

Tracy: Hi, Pat. I am a massive fan of everything that you do, so it means a lot to be able to ask you this question and hopefully have you answer it. My name is Tracy Harris, and I’m from MumsWithHustle.com. I podcast, and I blog for mom entrepreneurs, but my question is, do I pitch my new product to my entire e-mail list or just to the quarter of them that have come in through a real, targeted opt-in? At the moment, yes, a quarter of my list size is coming through a particular opt-in, and they’re currently going through an e-mail series that we’re really proud of, but we’re ready to pitch this idea. I’m just wondering if I pitch it to my entire so that no misses out, or if I just pitch to the people who’ve come in through that opt-in?

I’d love your help on that. Thank you so much for everything that you do again. I’d love to rock one of your tees. Of course I’ll take a selfie and upload to Instagram because that’s my jam. Thanks so much, Pat. I can’t wait to hear your response. Bye.

Pat Flynn: Hey, Tracy. Thank you so much for the question. I appreciate you so very much. Thank you for listening to the show and submitting your question. This is a great one, because actually it’s pretty awesome that you’re segmenting your list already. I don’t know what tool you’re using, but, for those of you who are just wanting to get started with segmentation, then ConvertKit is the tool that I use for that. It allows me to build targeted groups of people within my main list. The cool thing about that is if I have product that, for example, is for podcasters, I don’t have to bother people who don’t yet have a podcast. It just makes it really easy to make sure that the messages are getting to exactly who they need to go to. The solutions I’m building for specific groups of people are getting shown to just those people only. It allows my open rates to be higher, it allows my click through rates to be higher and so on and so forth. Tracy, great job.

If I were you, there’s a couple questions I’d like to ask you actually first. Obviously, you’re not here able to answer them, but we’ll just hypothetically ask you, and hopefully you can think about these as you move forward. The first one is: What is this product and who is it for? The reason I’m asking that is because if you know that this product is specifically only for those who are in this targeted segment of yours and you know that there are people in other non-segmented list or your overall e-mail list that this may not be for, well then what I would actually do is only launch to your segmented list. I think this would be great, because you’re going to have a higher conversation rate. Not only that, you’re going to get people who have already told you that they want this kind of stuff, that they’re excited about it.

I will say that if there is potentially some crossover, if there is potentially some crossover, and it might sound like there is because you wouldn’t be asking this question I don’t think otherwise, then I would actually launch it to your entire list. However, because you have a certain targeted segment already, I would launch it in two phases or least in two different messagings.

The first message would be for those who are in this target segment, who you know the language they speak, you know exactly why they’re there. You can speak to them in a different way. You can make the message tailored toward them. Something I would do just for them is offer them some sort of bonus because they’re on that list. For example, you launch this product and you say, “And, because you’re on this list and I know that you need help with this, I’m going to give you this special bonus that’s only available for the next x amount of hours or for the next number of days, but it’s just for you guys because you have downloaded my thing before and I know that you guys need help with this even further.” I think that’s going to help you convert a lot of those people, like I said, who have given you permission to send them stuff. That’ll work out really well.

Then you send another message. You launch your product to your full audience, and you share a different message which is essentially going to speak to them in a different language. There’s a great presentation that I watched from Derek Halpern at LeadPages or at the Converted 2016 Conference in Minnesota not too long ago. He talked about how important it is to share different messages with different groups of people even though you’re selling the same thing.

There’s three groups of people. There are the informants or the people who are informed. These are the people I’m guessing are like those on your targeted segment. These are people who know what’s going on and know they need the solution. When you talk to them, yes, obviously you talk about solving their problems, but they love to also hear about the features. They know that there are other solutions out there that exist, but you’re going to talk about why yours is the best one and some of the features. People who are informed of problems that they have and the solutions that are out there, they’re looking for features to help one stand out over another.

Then there’s the afflicted. The people who know they have problem, but they don’t really know where to start. These are likely the people who are on the rest of your list, because they haven’t really necessarily said, “Yes, I’m going to transact with you in some way or download some thing related to this thing you have to offer.” For them, you want to talk about the benefits. Obviously, the benefits are important no matter who you’re speaking to, but, more than just the features, you want to talk about the benefits.

For example, a great example that Derek used was he said, “Let’s talk about LeadPages. LeadPages sells landing pages. For the informed, you can say on the headline for example, ‘We have the number one best set of landing pages.’ The highest converting landing pages,” because people in that space know what landing pages are, and that’s the language that they use. Now, for people who are afflicted, these are people who again know that they have a problem or know that they need a solution but don’t necessarily know what that solution is, if you say “landing pages”, that’s not going to mean very much to them. If you say, “We can help you set up a page on your website that will allow you to better build your e-mail list,” there you go. That’s going to speak directly to them.

The third group is the oblivious who don’t even know they have a problem. For them, you want to tell a little bit more of a story and get into their emotions.

Just a quick lesson from Derek Halpern there from SocialTriggers.com, but I would actually do, like I said, a two-wave launch. Launch to your targeted segment. Maybe even give them early access to it in case you have a number of spots you want filled up, you give them first access to it. You’re giving them a little bit of a reward from being on your targeted segment. Then you launch to the rest of your list in different language, talking more about the benefits, and really getting a different message out there.

Again, I think you’re doing a great job. The fact that you segmented your lists already, you know these people a little bit better, and you’re able to convince them a little bit easier. Hopefully that makes sense, but, again, it all depends on what this product is and who is it for. Just make sure you think about that really quick, and ask yourself, “Well, is there anything bad that can happen if I launch this to my entire list?” Sure, there may be people who aren’t excited about it, but that actually gives you a good opportunity to segment again.

You can even use, if you’re using ConvertKit for example, you can do in your initial e-mail to your entire list, you can say, “Hey, if this isn’t some thing for you, click here, and you won’t get any more e-mails related to this offering.” That way they don’t unsubscribe from your list entirely, but they unsubscribe from those e-mails, and you can just, with ConvertKit I know, and I know you can do this with most other e-mail service providers too, you can tag people as they click that saying they don’t want that particular offer or any more information about that pitch anymore. Then, when you send e-mails about that pitch again, you can just select that group of people to not get those e-mails. That’ll be great. Plus, that’ll give you a good idea of who to reach out to and try and see what they, the other people, would want as far as a solution.

Anyway, hope that makes sense Tracy. I want to wish you all the best of luck. Thank you so much for the question today. Of course, I want to send you an AskPat t-shirt regardless of whether you take a selfie with it or not. My assistant will reach out to you in the next two or three weeks or so to collect that information so we can send that to you for free, because that’s what we do here. If your question gets featured on the show, we send you an AskPat shirt free of charge no matter where you’re at. If you have a question and you want to get a shirt maybe or get featured here on the show with your question, just head on over to AskPat.com, and you can ask right there on that page.

Of course, I want to thank FreshBooks once again for being awesome and offering a 30 day free trial to their software if you go to FreshBooks.com/askpat and you enter “AskPat” in the How Did You Hear About Us section.

Finally, here’s a quote to finish off the day by Christopher Penn. He says, “Find your spirit, and no challenge will keep you from achieving your goals.”

Got that? Good. Take care, and I’ll see you in the next episode of AskPat. Bye.

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