Hey Reader,

A FEW YEARS AGO, I GOT AN EMAIL ABOUT AN X-BOX GAME CALLED DESTROY ALL HUMANS 2.

Apparently, the wise-cracking alien invader Crypto was back to terrorize mankind, harvest human DNA, and upgrade his psychic powers for maximum mayhem.

Honestly? Sounds ambitious.

But the bigger question was…

WHY THE HELL WAS I GETTING THIS EMAIL?

I don’t own an X-Box.
I don’t play video games.
And unless “harvesting human DNA” now counts as self-care, I was definitely not the target audience.

Which, Reader, is exactly how people on YOUR email list feel when you send the same message to everyone.

You know that moment when you get a random email from a store trying to sell you horse manure 💩 and you don’t own a horse🐎.

“What?”

That’s what happens when your emails feel irrelevant.

And THIS is why segmentation matters.

(Also, because none of us are psychic. Not even Crypto.)

You’ve probably heard me talk about email segmentation before, but let’s break it down in normal-human language:

Segmentation simply means dividing your email list into smaller groups based on things like:

• Interests
• Location
• Purchase history
• Experience level
• Behavior
• Current customers vs. prospects
• What products/services they actually care about

Because the truth is…

The message that works on one group can completely bomb with another.

For example:

Try selling a baseball to a 7-year-old kid.

NOW try selling one to a 70-year-old woman.

You’re going to take two very different approaches, right?

You’d naturally change how you talk about it, right?

Different desires.
Different problems.
Different motivations.

And yet businesses sit down to write emails and suddenly become:

“I SHALL WRITE THE ONE EMAIL THAT APPEALS TO ALL HUMANITY.”

Ma’am.
No.

That’s not marketing.
That’s wishful thinking wrapped in denial.

Here’s a fun example:

Say you own a bike tour and rental company in Rhode Island (Hi Dan 👋). Some of your customers are hardcore cyclists who want a workout.

Others want an electric bike so they can sip iced coffee and casually coast through the seaside town pretending they’re athletic.

Those are TWO different customers.

Now imagine you send this email to your entire list:

“20% Off Electric Bike Rentals This Memorial Day Weekend!”

Cool.

Except that half your list lives in NYC.
A chunk prefers traditional bikes.
And some people haven’t ridden a bike since the Carter administration.

See the problem?

But if you segment your list...

Now you can send THIS instead:

“Local to Rhode Island?
Cruise the Coast This Memorial Day Weekend
20% Off Electric Bike Rentals for Locals”

THAT feels relevant.

THAT gets opened.

THAT gets clicks.

And here’s the important part most businesses miss:

Segmentation isn’t just about organizing your list.

It’s about meeting people where THEY are, rather than forcing everyone through the same marketing funnel like cattle at a rodeo.

A current customer doesn’t need the same email as someone who has never bought from you.

A beginner doesn’t need the same messaging as an advanced user.

Someone curious about red light therapy has very different questions than someone who already owns a system and wants to maximize results.

Different fears.
Different objections.
Different goals.

And when your email feels like:
​“OMG…this person gets me…”

That’s when people buy, book, and call.

Not because your graphics were pretty.
Not because you used fourteen emojis.
Not because your subject line said “LAST CHANCE!!!” seventeen times.

Because the difference between “delete” and “tell me more” is usually RELEVANCE!!!!!!

That’s the magic.🪄

XOXOXO,

P.S. Segmentation sounds technical and scary until someone shows you how to do it properly. That’s my love language.

You do NOT need 47 complicated automations to start segmenting your list. Sometimes, one simple split can completely change your open rates and conversions. Want ideas for your business specifically? Hit reply.

If this email made you weak in the knees, send it to someone who’d appreciate the foreplay.