Free workbook
The Routine Segments
Who are you really talking to? A small set of clear customer groups, each with its own rhythm, beats dozens of segments nobody maintains.
Ask yourself first
- How many segments do you have, and how many got a different message last month?
- Could a new teammate rebuild each rule from your notes?
- Which group of customers are you quietly ignoring?
When to use it
Use it when everyone gets the same email, when you have too many segments to keep track of, or before a platform change. It works for small lists and large ones.
What is in the workbook
- Your segments. Six or fewer groups, each with a written rule, a size, a main message and a success signal.
- Sending rhythm. How often each group hears from you, when to pause and when to move them on.
- Action plan. Merge, build or remove, with owners and dates.
How to use it
- Start with new subscribers, first-time buyers, repeat buyers, gift buyers, lapsing customers and engaged non-buyers.
- Write each rule so a new teammate could rebuild it.
- Set a sending rhythm and a weekly limit.
- Say what success looks like for each group.
- Check sizes monthly and drop any group that is empty.
Common mistakes
- Building segments that all get the same message.
- Writing rules nobody can rebuild.
- Keeping tiny segments you never send to.
Questions people ask
How many segments do I need?
Start with six or fewer. Add another only when it would get a different message.
Does it depend on my platform?
No. Write the rule in plain words first, then in your platform's terms.
What should I use next?
The Revenue Ceiling Worksheet shows what each segment could be worth. See all fourteen workbooks.
Curious what we would find?
Run the free scan, or book a call and we will tidy your segments together.