Here’s a reality check: your audience isn’t one homogenous blob. And if you’re still sending every email to everyone, you’re not just wasting time, you’re wasting potential.
The magic of email marketing lies in relevance. People want to feel like you're speaking directly to them, not copy-pasting a monthly update and hoping something sticks. That’s where segmentation comes in.
Imagine one person is browsing your site looking for pricing details, while another has just signed up for a webinar about leadership trends in your industry. They are not in the same mindset, and they are certainly not after the same content. This is where segmentation becomes essential.
Rather than sending them both the same newsletter and hoping it resonates, you can tailor your approach. The person checking out your pricing page may be closer to making a decision and would likely respond well to a case study, testimonials or a clear value proposition. The webinar attendee, on the other hand, is probably still exploring and might benefit from deeper insights, useful tools or follow-up resources that continues the conversation.
With even the simplest audience segmentation, based on behaviours, interests or how someone joined your list, you can start treating your subscribers as individuals. And when your message feels like it was written just for them, they are far more likely to read, click and convert.
The best part? Most platforms make this easy. You can tag people based on how they signed up, what they clicked, or even what they didn’t do. And once that’s in place, you can trigger relevant content automatically.
It’s like having a full-time marketing assistant who knows your audience inside out. Only… it doesn’t ask for tea breaks.
If that all sounds brilliant but you’ve got zero time (or desire) to build it. Contact Teapot. We’ll create segments and sequences that talk to the right people at the right time—and help your emails actually do something.